For many years now we have been talking about attributing marketing success to the right channels. Attribution models have flourished and gotten more and more complex as the ecosystem of marketing touch points grew. But the question remains: which attribution model is the most successful to drive meaningful conversions which tie to greater return on marketing investment?
At my current company ESET LLC., we’ve been deploying over the past several months a powerful demand generation machine bringing measurable results in terms of e-commerce transactions and qualified Sales leads. Using Eloqua from Oracle, we’ve been personally targeting prospects and future buyers at the place and time during the buying cycle.
When I look at what Marketers were doing 15 years ago and what they’re doing now, it feels like a 1,000 years have passed before our eyes. The techniques and more importantly the tools available have now surpassed our wildest dreams and imaginations. The pace for change is increasing every year and marketing leaders are required to prove and quantify the value of their marketing efforts both online and off-line.
For those who think that Email Marketing is a “dead” channel, I beg to disagree. I will even go to the extent of saying that it’s probably a central channel to most marketing strategies. Let’s assume for one second that budgets and resources are not an issue for a company; what would be the best way to orchestrate a very successful email marketing program that helps drive the business, the brand and sales?