Measuring B2B Marketing Performance: Using Software and Smarts to Deliver Marketing ROI


Merkle helps brands transform their marketing organization using data, analytics, and technology to create meaningful, personalized customer experiences that deliver competitive advantage. Staying atop the explosion of media channels and the siloed solutions designed to combat them is no small task for the biggest brands. When it comes the deployment of marketing technologies, Adam Mincham, VP and Client Partner at Merkle, and his team are often relied upon for their expertise.

In this on-demand webinar, you’ll learn how Merkle designs solutions to provide real-time performance data, so marketing leaders can make better, revenue-driven decisions. He’ll be joined by Darin Hicks of Hive9, who will cover how marketing planning, budgeting, and measurement solutions can help connect marketing activities to strategic goals. The discussion will also cover how Merkle uses the careful selection of strategic programs and technologies, including Hive9 for marketing performance, to provide their client with robust and sustained marketing intelligence.

Takeaways will include:

  • Where traditional approaches to marketing technology fall short in 2016
  • How to pair solutions with today’s complex B-to-B challenges
  • How to break down data silos for a consolidated measurement approach

About Guest Speaker Adam Mincham

Adam has more than 14 years of global High Tech and B2B experience, of which 11 were spent on the client side. He was Senior Director, Global Relationship Marketing at CA Technologies, where his responsibilities included Global Marketing Database, Contact Strategy and Data Acquisition, Privacy and Preference Management, Lead Funnel Measurement and Sales/Marketing Integration. Adam joined Merkle in 2010. Since that time he has held multiple leadership positions on Merkle’s largest account, including Global and Regional Account Leadership. He has spoken publicly on contact acquisition strategies, B2B Data Management and sat on the global advisory board for Jigsaw (now