Enterprise Software Company

Measure and Optimize Advertising & Marketing ROI

A major enterprise software company came to us with a need to prove that advertising "worked" in their business. The executive management team wanted quantitative proof of the sales impact of advertising or the budget was going to be significantly decreased. Their previous attempts to assign marketing cause & effect through direct attribution rules had worked poorly, and they turned to MDS and our Marketing Spend Optimization™ approach to address the problem.

Our Marketing Spend Optimization™ methodology proved the overall large ROI impact that advertising was having on the sales pipeline. But it also gave the insight that while some advertising and marketing efforts were very effective, others performed quite poorly. This then led to a program of regular measurement and optimization using the Marketing Spend Optimization™ approach which has driven significant improvements in the productivity of advertising spend and pipeline growth over a period of more than 5 years. Our work for this client has been documented as a best practice in B2B marketing by the Marketing Leadership Council.

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