Marketing Matters Live!
On-location Broadcast
from the American Marketing Association’s Mplanet 2006

Ellis Booker, editor with BtoB Magazine, continues his discussion with Jim Lenskold, President of Lenskold Group and author of Marketing ROI. This segment focuses on what to measure. Insights include:

• Importance of understanding target segment and buying process, and how any given tactic or strategy impacts that process
  
  
• When it makes sense to invest in a tactic even when the ROI potential isn’t obvious
  
  
• How to track long-term efforts such as multi-year branding campaigns
  
  
• Typical reasons B2B marketing organizations launch metrics initiatives
  
  
• The emergence of a culture shift among marketers toward ROI-focused metrics