Download B2B Insights:
Marketing ROI: Measuring Action (PDF-190 KB)

Producing appropriate action is one of the central challenges of business-to-business marketing communications. Once you have created awareness, interest, and desire for your company, your brand, and your products, you'll want to focus your efforts on getting interested prospects to step forward. The good news is that converting a prospect into a live sales lead readily lends itself to ROI measurement.

A manufacturer of capital equipment was seeing inquiry counts from ads in trade magazines falling steadily, making measurement and evaluation of ad messages and media difficult at best. We developed a web destination program where each ad, mailer or other communications piece drives interested prospects to a discrete web page for more information. Compared to very little "inquiry" metrics before, the destination page program captured over 7,000 incoming visits and over 4,200 outgoing actions to the web site in its first full year of implementation.

For one of our clients in the area of manufacturing and automation, we created a campaign offering an educational booklet that never overtly mentions or "sells" our client's products (though illustrations used in the booklet use their products). The requests for the booklet have demonstrated the value of offering free, unbiased, educational information from a well-respected source. Already, the program has racked up six times more leads than the best of the previous promotional programs.

Produce Action
A program effective at producing action requires a clear message, a solid strategy, and a thoroughly integrated effort. Let Godfrey help you achieve results both with measurable tactics and with strategic program designed produce action.