Marketing can accomplish many things, from increasing brand recognition,to conveying company’s values. But in the end, marketing is measured chiefly by its impact on sales.
It can be difficult to prove marketing ROI, but some companies are ahead of the curve. Take a look at these superstar campaigns that draw a direct line connection between marketing and sales.
In 2013, Xerox decided to take their B2B marketing in a new direction with a focus on how their clients had solved major business problems with Xerox. Through a partnership with Forbes, Xerox developed the “Chief Optimist” magazine, delivering high-quality print content directly to executives. By relying on the content in the magazine, sales professionals were able to develop deeper, more lasting relationships with leads. They were also able to create events around the “Get Optimistic” theme, where they hosted events featuring the editor of FastCompany for leads. According to AdAge, by giving the sales team access to this marketing material and engaging leads on a deeper level, the “Get Optimistic” campaign has generated more than 1,500 sales appointments and more the $1 billion in pipeline revenue.
One of the largest public accounting, consulting and technology firms in the US, Crowe Horwath used a targeted content marketing campaign to chase leads by dissecting the Dodd-Frank bill and its repercussions on financial institutions. They targeted top-level prospects with 48 pieces of content in four different topic areas. By developing personalized, in-depth information specifically relevant to their audience, Crowe Horwath was able to solidify a 70% open rate for this content among its 778 top targets. While the intangible benefits of this campaign are still not certain, they obtained two engagements work $250,000.00 in revenue.
When Movéo began our engagement with Keck Medicine of USC, the brand needed a way to convey the benefits of receiving care from an academic provider. We utilized vehicles including brand advertising, service line advertising and a campaign microsite to get this message in front of targeted stakeholders and drive demonstrable results. In the year after the campaign, monthly call volume increased 500%. Inpatient volumes increased 16% and outpatient volumes increased 10%.
Can you prove the ROI of your campaigns? How could your marketing department improve its impact on sales?
Photo credit: Bonnie Ann Cain-Wood via Flickr Creative Commons
(Click here to expand)
