Marketers are tasked with defining the best strategies and programs to drive marketing success and identifying the role of media channels in order to do so. Then they must track those efforts to divine what works best and which tactics to abandon.

Direct Marketing News convened a select group of senior marketing leaders in a closed-door roundtable discussion, sponsored by Marketo, in San Mateo in February, to get at the heart of some of these challenges. Participants discussed topics including the structure of their own marketing programs; the role of content; challenges in integrating messaging across channels; and how marketers are using digital efforts — particularly mobile, social and...