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Mikel Chertudi
About The Author

Mikel Chertudi

Mikel Chertudi is a digital marketing executive with extensive experience in B2B and B2C business models; his expertise is rooted in digital marketing and media as well as demand creation. As a Senior Director of Marketing at Adobe, Chertudi is responsible for increasing brand awareness and driving demand across Adobe’s Marketing Cloud, Creative Cloud, and document (Acrobat) offerings. He and his team oversee strategy and execution for Adobe.com as well as all paid media covering traditional and digital media channels. Prior to his role at Adobe, Chertudi served as Vice President of Demand & Digital Marketing at Omniture (acquired by Adobe in 2009) – the tech industry’s largest SAAS marketing and analytics provider. He has also successfully lead marketing for startups growing revenues over 8X in the period of a year as well as helped to establish online brands such as Ancestry.com by catapulting the company’s growth to the 7th largest online advertiser.

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Part IV-Slicing Your B2B Marketing Measurement for Prioritization

Analytics · By Mikel Chertudi On January 10, 2008 · 3 Comments

It’s impor­tant that mar­keters prop­erly append mul­ti­ple clas­si­fi­ca­tions (meta data) at the track­ing code or cam­paign level so as to slice-and-dice the data by these clas­si­fi­ca­tions with such unlim­ited flex­i­bil­ity in view­ing cam­paign results includ­ing costs, sales, closed deals, lead quan­ti­ties, ROI, and more. Mar­keters can com­pare these met­rics at mul­ti­ple lev­els of cam­paign meta...

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Part III—Why B2B Marketing is Difficult to Measure

Analytics · By Mikel Chertudi On January 2, 2008 · 2 Comments

Once mar­keters are enabled to tie cam­paigns to met­rics deeper in the sales cycle such as closed deals, sales val­ues, and sales-ready leads, deter­min­ing which cam­paign to asso­ciate to the met­rics becomes a com­pli­cated process. One closed deal could pos­si­bly have 10 or more dif­fer­ent cam­paigns asso­ci­ated to it depend­ing on the num­ber of cam­paigns...

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Part II—The Real Metrics & KPIs for B2B Marketing

Analytics · By Mikel Chertudi On December 7, 2007 · Add Comment

Busi­nesses and their mar­ket­ing orga­ni­za­tions that pro­mote prod­ucts or ser­vices with com­plex sales cycles often lack vis­i­bil­ity beyond gen­er­at­ing the ini­tial sales leads from their Web sites, trade shows or other offline ini­tia­tives. For exam­ple, once Web leads are gen­er­ated, they move into the black hole of the SFA/CRM sys­tem with almost no abil­ity to...

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Part I—Measuring B2B Marketing

Analytics · By Mikel Chertudi On December 1, 2007 · Add Comment

Due to much research we’ve been doing to increase our own demand mar­ket­ing effec­tive­ness, I’m post­ing some infor­ma­tion I’ve recently released in a few other pub­li­ca­tions such as DM News and some webi­nars we’ve recently com­pleted. This will be the first post in a multi-part piece on the topic of improv­ing B2B demand mar­ket­ing with...

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