Sat.Jun 30, 2007 - Fri.Jul 06, 2007

B2B Marketing Traction

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B2B Lead Generation Blog: Off-Topic: On Selling Ideas in 1776

B2B Lead Generation Blog

fellow blogger tom pick, over at the the webmarketcentral blog tagged me to write something off topic, interesting, seasonal and non-work related this week. liked tom's off topic post (great pictures) chronicling his kid's deluxe tree

B2B 2

Sources of Benchmark Studies

Customer Experience Matrix

Somehow I found myself researching benchmarking vendors this morning. Usually I think of the APQC , formerly American Productivity and Quality Center, as the source of such studies. They do seem to be the leader and their Web site provides lots of information on the topic. But a few other names came up too. (I’ve excluded some specialists in particular fields such as customer service or health care.): Kaiser Associates Reset Group (New Zealand) Resource Services Inc. Best Practices LLC MarketingSherpa MarketingProfs Cornerstone (banking) Some of these simply do Web surveys.

Is Marketing ROI Important?

Customer Experience Matrix

You may have noticed that my discussions of marketing performance measurement have not stressed Return on Marketing Investment as an important metric. Frankly, this surprises even me: ROMI appears every time I jot down a list of such measures, but it never quite fits into the final schemes. To use the categories I proposed yesterday , ROMI isn’t a measure of business value, of strategic alignment, or of marketing efficiency. guess it comes closest to the efficiency category, but the efficiency measures tend to be more simple and specific, such as a cost per unit or time per activity.

Marketing Performance: Plan, Simulate, Measure

Customer Experience Matrix

Let’s dig a bit deeper into the relationships I mentioned yesterday among systems for marketing performance measurement, marketing planning, and marketing simulation (e.g., marketing mix models, lifetime value models). Measures in this are traditional Balanced Scorecard measures of business results and performance drivers. By design, the Balanced Scorecard focuses on just a few of these measures, so it is not concerned with the details captured in the marketing planning system. Balanced Scorecard proponents recognize the importance of such plans; they just want to manage them elsewhere).

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Marketing Planning and Marketing Measurement: Surprisingly Separate

Customer Experience Matrix

As part of my continuing research into marketing performance measurement, I’ve been looking at software vendors who provide marketing planning systems. haven’t found any products that do marketing planning by itself. Instead, the function is part of larger systems. Even marketing resource management software is primarily bought for other functions (mostly content management and program management). This makes sense in that most marketing planning comes down to aggregating information about the marketing programs that reside in these larger systems.

Off-Topic: The Tree Deck

WebMarketCentral

Since almost no one is working this week (other than me), the WebMarketCentral blog will take a break from web marketing coverage as well, to showcase one of my other activities: ongoing construction of a tree house, or more accurately, a "tree deck," for the kids. Later that year, the platform was extended to wrap around the tree. Left photo: the wood hut is constructed, but a mess.

Ads Producing An ROI Are Bought, Not Sold

Cliff Allen on Marketing

Seth Godin talks about how difficult it is to sell advertising -- especially advertising in media that are not trackable and cannot demonstrate an ROI. My first career was in radio and TV -- two of the most un-trackable media there are. I did what I could to fix this problem with our reach-and-frequency software, but their problem is too big for most advertisers to deal with. Fortunately, advertisers are moving to online advertising, which is a direct marketer's dream. When advertisers know what's working -- and what's not working -- they are more likely to buy more of what works.

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