‘Tis the season…for new marketing plans, budgets and tactics! It can all be very overwhelming, which is why we like to subscribe to the peer-to-peer learning philosophy.

We are pleased to offer a few resources in which we share both our own experiences and tips for navigating the complex world of marketing, as well as best practices from exceptional marketing and sales professionals in the B2B world.

• It’s one of the most daunting challenges we face as marketers: How to determine the effectiveness of our programs and demonstrate measurable return on investment. According to the Content Marketing Institute, only 21 percent of marketers say they are successful at tracking ROI. Here, Steve Barnard, Director of Commercial & Public Sector Marketing at Lenovo, shares his tips for crafting purposeful and measurable marketing campaigns.
• Having a common definition of what is qualified is essential to effective lead to opportunity conversions in the funnel. Learn how one consultant helps his clients define a qualified sales lead with Steve Richard, Co-founder and Managing Partner at VorsightBP.
• Corporate marketers are invested in the Web, content creation, search engine optimization, social media engagement, digital communications, analytics and CRM. Yet, an alignment with sales outcomes and the resulting ROI remains elusive. Is Web2Sales the answer?

Happy New Year!