Measuring B2B Beyond the Lead

Proving & Improving Marketing’s Contribution

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Are you making marketing decisions with superficial data? This webinar shows you why B2B marketers are deepening their metrics, how that can become a reality, and what a leading B2B organization saw when they began to look beyond the lead. Specifically, you'll learn how to:

1. Measure marketing's contribution to sales beyond the lead
2. Optimize campaign results (online and offline) based on sales metrics beyond the lead
3. Justify and align marketing budgets with sales based on pipeline commitments beyond the lead.

Key highlights include:

• Who has accountability for what in the Sales/Marketing interaction?
• What metrics are B2B marketers most satisfied with?
• What is the difference between leads that respond vs. leads that close?
• Webinars or White Papers?
• Is your gut right?

Presented by:

• Mikel Chertudi, Sr. Director, Online and Demand Marketing, Omniture
• Chad Sollis, Director, Interactive Marketing, Omniture
• Todd Barr, Sr. Director Customer & Partner Marketing, redhat