STRATEGIC MARKETING SERIES
ROI MARKETING V2.0:
THE OPPORTUNITY FOR GROWTH
IN A RECOVERING ECONOMY
By Rick Whitmyre
In 2006, we discussed a new marketing process
for growing B2B companies in a presentation to
the Albany Chapter of the American Marketing
Association. Called ROI Marketing, it enabled
marketers to utilize a company's knowledge and
content to acquire leads and then nurture them
to sales in a highly measurable way.
Since then, we've learned a great deal as our
clients have implemented this process with
startling results.Theory has become reality.
Technology has expanded capability.Today,
ROI Marketing is achieving far greater returns
than we imagined 3 years ago.
This paper updates our learning about this
exciting marketing opportunity and offers
examples of its powerful ability to achieve
measurable growth as the economy emerges
ROI MARKETING V2.0 1
ROI MARKETING V2.0
The onslaught of new technologies in the digital age has overwhelmed many B2B marketers.With the
advent of tools such as social media, search engine optimization, email campaign management, CRM, and
performance marketing just to name a few, many marketers have been pushed outside of their comfort
zone into a digital never-never land. For some, the daunting task of integrating these tools with traditional
marketing programs to form effective lead generation and brand building strategies has created an almost
impenetrable barrier to their adoption.
In 2005,Tiziani Whitmyre, Inc. developed an easy to implement process called ROI Marketing that
employed these powerful Internet-driven technologies to accelerate lead acquisition and increase
conversion into sales. It embraced the B2B market's thirst for knowledge by using content marketing
as a way to stimulate prospect response.And it harnessed the measurability of Web-based analytics.
When implemented, ROI Marketing has achieved dramatic results in capturing new prospects and