BtoB

Marketing ROI characterizes top-tier companies

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Atlanta—High-growth companies that are outpacing their competitors are much more likely to report marketing's contribution to senior management, according to a new study from marketing metrics company Lenskold Group and revenue agency Pedowitz Group. According to the “2011 Lead Generation Marketing ROI Study,” 62% of top-tier companies calculate ROI to assess their marketing effectiveness, compared with 23% of lower-performing companies, and are more likely to report that contribution to management. The online study assessed the responses of 263 b-to-b marketers in June and July.
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