The New Rules of Lead Generation

Testing an Integrated Marketing Campaign

How do you test an integrated marketing campaign? How do you measure how well your lead-generation and brand marketing tactics work in tandem with one other? And how do you measure the ROMI that you get from combining several tactics?

The best way to measure the results of an integrated marketing campaign is to add the dimension of time. Use the same testing principles discussed in previous chapters to measure each tactic on its own. For example, if you use e-mail marketing or online lead-generation ads (SEM ads, social media ads, etc.), you should measure your CTR, the cost-per-action, etc.

But now you want to measure what kind of return the integration of these tactics has provided for your marketing ...