In this week’s episode of Content Marketing NEXT, I sit down with Pam Didner who had her own professional “new,” “now,” and “next” this year. The former global marketing manager for Intel founded her own consultancy firm this year and published Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works. Pam’s new entrepreneurial venture centers on something from which all enterprises could benefit – a global perspective.Continue Reading
Effective measurement of ROI for webinars is often elusive for content marketers. What do you do about ROI for thought-leadership or customer-education webinars? What about product-demo webinars that occur near the bottom of the funnel but are not always the last touch in the buyer’s journey? Or how about training webinar series that are promoted and produced to ensure that new customers use the product and buy more (or renew) later? While the number of closed deals represents the ultimate goal for ROI measurement, there is more than one way to tackle webinar ROI.