According to Forrester Research, spending on email marketing, delivery, analytics, integration and creative will approach $2.5 billion annually by 2016, up from $1.5 billion in 2011, a compound annual growth rate of 10 percent. Since email is becoming more valuable in the B2B market, I encourage you to take a second look at your email marketing strategy and examine what your database of email addresses is worth.

Events require a large portion of B2B budgets, but determining ROI is often overlooked in the planning process. Here are some tips on measuring success.

One of the most discussed and challenging issues marketers face these days is measuring ROI.

The recent Wisconsin-Michigan State game was a perfect analogy to marketing communications. While the game-winning play got all the attention, every other play and decision had a part in the final outcome.

A recent survey of CEOs found a vast percentage were frustrated with their company’s marketers and felt they failed to provide useful information about the role marketing plays in achieving business success.

There’s good news and bad news in the survey BtoB magazine published on the use of marketing automation in support of events.

After relying on advertising value equivalents (or AVE) for measuring media coverage, I've decided that it’s time to move on.

In its most recent issue, BtoB magazine published a survey of B2B marketing analytics in which most respondents confess relatively minimal involvement in analyzing their web data for marketing insights.

We asked our partner agencies via Worldwide Partners, "How do you see B2B social media evolving in your country?" Chris Knopf, Chief Executive Officer at Mintz & Hoke in Avon, reflects on this question and gives us his views.

Greetings, fellow rainmakers and marketing mavens. As the first quarter for many of you nears a finish, I hope this post finds you all doing very well with strong numbers and impressive ROIs at your backs.

Marketers are pressured every day for top-line growth and bottom-line results. You need to deliver measureable performance. Since the one constant we can all rely on is change, we need data-driven continuous feedback to design, execute and improve marketing campaigns to show that all-important ROI.  To do this properly, I recommend you develop an analytics strategy.  "A what?" you ask.

Facebook may be catching on in B2B, but face-to-face still gets the lion’s share of funding and contributes more to the bottom line. While the news is dominated by the social media explosion, B2B marketers continue to find ROI in the “social” atmosphere provided by trade shows and conferences.

The start of the new year is a great time to evaluate ongoing PPC campaigns to determine if they are still the efficient search traffic drivers envisioned when they launched.  Start by considering what marketing, market and advertising changes have taken place over the past year.

Before you cut into your marketing budget or scrap all plans for conducting research, ask yourself this question:
Is insight into an industry’s perception of your company, competitors, prospects and clients something you can afford to pass up?

A recent Business Week article reports that AOL plans to create the "newsroom of the future" by using high-powered technology to revolutionize the business of gathering and presenting news.