VisionEdge

Best-in-Class Marketers Prove They Create Value

VisionEdge

In 2000, the Advertising Research Foundation probably didn’t realize that their report about marketing’s ability, or lack thereof, to measure its value and contribution would initiate numerous studies, conferences, and products on the topic.

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The Five Metrics that Must be on Your Marketing Dashboard

VisionEdge

by Laura Patterson, VEM and Julie Schwartz, ITSMA. Marketers are always asking us, “What are the five most important metrics that should be on our marketing dashboard?” These marketers want a template; a quick and easy answer so they can move on to their next challenge.

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Efficiency vs. Effectiveness Metrics

VisionEdge

In his book, The Effective Executive, Peter Drucker explained the difference between efficiency and effectiveness: “Efficiency is doing things right. Effectiveness is doing the right things.” ” He strongly advised focusing first on effectiveness before efficiency.

Customer Conversations: Identifying & Measuring Your Marketing Campaign Goals

VisionEdge

In a recent conversation with a marketer from a well-known global company in the transportation industry, I was asked to provide a list of metrics that this marketer could use to satisfy her company’s leadership team.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Free Benchmarking–Does Your Marketing Measure Up?

VisionEdge

Here’s something we know after conducting the marketing performance measurement and management study since 2001: Best-in-Class marketers are relentless when it comes to continuous improvement. How do they know how they stack up? They regularly audit and benchmark. We know this can be expensive—even a small benchmarking study for marketing typically takes at least $20,000. With marketing budgets still feeling the crunch, it makes sense to be a bit more creative when it comes to benchmarking.

Weaving Contextual Data into Models

VisionEdge

Many companies are developing opportunity scoring models which essentially assign a predetermined numerical score to specific behaviors or statuses within a database. The purpose of opportunity scoring is help sales people know which opportunities are sales ready and worthy, and therefore take priority. Often variables such as title, company, and industry, serve as the basis for the scoring model.

Using Customer Lifetime Value to to Improve Marketing Investment Decisions

VisionEdge

The profits generated during the retention phase of a customer relationship are often referred to as customer lifetime value or customer retention equity. Intuitively, we know that Customer Lifetime Value (CLV) is an important metric for every company. It represents the value of your organization’s relationship with the customer. . . While CLV has tremendous financial implications, it also serves to facilitate marketing investment decisions.

Creating a Change Agent Culture in Marketing

VisionEdge

This year, numerous studies of the marketing discipline and numerous articles highlighted the challenge and need for marketing to capture, manage, synthesize and leverage data and analytics. Marketing organizations around the world want to become more data-driven, but the explosion and rapidly growing volume of data as well as the lack of effective tools make this difficult.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

Managing Marketing Content Across the Customer Life Cycle

VisionEdge

Considering our purpose as marketers, we should be placing customers at the center of our marketing efforts. That’s truer today than ever before, because customers have more choices, more control, more ways to connect, and more access information. No wonder marketers everywhere are scrambling to develop content and make use of the myriad of channels to reach and connect with prospects and customers. .

4 Steps to Guarantee Your Strategy’s Success

VisionEdge

The importance of good planning and execution seems obvious to most of us, and as we continue creating and finalizing our plans for 2014, that importance is even more evident. A good strategy that is well executed has the ability to impact a market, competitive position or business model. Yet, there are many companies at all stages that invest time in planning, but lack the processes and leadership needed to ensure a strategy achieves the desired results.

3 Attributes to Extend Your CMO Longevity

VisionEdge

As 2013 winds down and we prepare to enter 2014, there are bound to be a few changes in the CMO line up. You say, that’s not news, CMO tenure is always a bit tenuous. But actually, that is less true today than ever. In SpencerStuart’s 8th Annual CMO Tenure Study, it was reported that CMO tenure is now nearly 4 years, compared to just 2 years back in 2006. While CMO tenure varies across industries, there are several attributes long- tenured CMOs share.

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Craft a Killer Sales Playbook

VisionEdge

The Sales Playbook, Defined. A sales playbook is a collection of tactics or methods that characterizes the roles and responsibilities for you (and your sales team), lays out clear objectives, identifies metrics for measurement, and provides a common framework and approach for closing sales. The playbook helps you implement a common sales methodology that leverages the processes used by high performers. The outcome?

Just Add Data: Some Assembly Required

VisionEdge

Many companies tell us that they are creating a marketing dashboard to improve visibility and alignment. As a key element of performance management, a marketing dashboard also serves as an important vehicle for assessing marketing’s contribution. Almost every week, we’re working with a company who is trying to select the right performance metrics and develop an actionable marketing dashboard. In addition to internal factors, good data is a vital ingredient to successful dashboard.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

Analytics: The Essential Ace in Every Hand

VisionEdge

None of us would agree to play a card game with cards missing from the deck; we would know that the odds of winning would be significantly diminished. Yet surprisingly, many marketers are willing to implement marketing programs sans analytics. In the past few weeks I have attended several marketing conferences. At each event, marketers are talking enthusiastically about how to make Web sites, SEO, social media, email campaigns, and mobile better.

Customer Conversations: Identifying Revenue Opportunities Using Customer Analytics

VisionEdge

“We’re not going to make our revenue target for the fiscal year,” declared our customer, a Director of Customer Insights at a global technology company. She followed with, “I was barely holding on to key resources this year, and now my budget’s taking another hit!”

Translate Data into Business Value with These Four Tips

VisionEdge

In today’s hyper-competitive business environment, where an enormous amount of new data is being generated every day, more and more companies are trying to increase the usability of this data.

Tales from the Toolbox

VisionEdge

Are you feeling a bit like a kid in a candy store when you consider all of the available marketing technologies? Marketing technology has been evolving at a rapid pace, and with so many choices, it’s easy to be overwhelmed. These technologies are often referred to by three letter acronyms such as DAM/MAM (digital asset or marketing asset management), MOM (marketing operations management), MAP (marketing automation platforms), and MRM (marketing resource management).

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Customer Conversations: The Value of Adding Data & Analytical Skills

VisionEdge

Jamie, the VP of Marketing at one of our manufacturing companies, in a recent conversation expressed excitement about securing someone from the finance group to support marketing data and analytics. “It

Focus on Revenue is Not New Marketing Thinking

VisionEdge

Peter Drucker is attributed with saying that ? Business has only two basic functions – marketing and innovation. Why is marketing so important? Perhaps the answer lies in Phil Kotler’s point of view that: . Marketing has the main responsibility for achieving profitable revenue growth derived from acquiring and retaining profitable customers. . Marketing jointly and equally shares the responsibility for generating revenue with our very important partners in the sales organization.

Marketing Factors that Make a Difference

VisionEdge

As marketers in the professional services industry, it is important to understand the key factors that enable us to acquire and keep customers profitably. We’ve been interested in understanding what these factors are, and rather than taking an academic view, we’ve been working with numerous companies to learn what makes a difference. We have identified four factors that make a difference and represent best practices for marketers.

Three Elements of Successful Change Management

VisionEdge

We are sitting in a meeting with the CMO and a new marketing operations director from a large, well-established company. They had called and asked for a meeting to help kick their marketing metrics and dashboard up a notch. In the last year, this marketing organization has added various capabilities, including customer relationship management, marketing automation, and marketing resource management systems.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

How to Use Scenarios to Create Buyer Segments

VisionEdge

You are probably familiar with the idea of scenario analysis used for strategic planning. With scenario analysis you focus on possible different outcomes to design a strategy that is flexible enough to accommodate whatever outcome occurs. By developing multiple scenarios, your company attempts to anticipate what might happen in order to develop a strategic response in advance.

Think “Outside-In” to Improve Your Marketing Strategy

VisionEdge

As you are finalizing your plans for 2014, it is an excellent time to revisit your approach to strategy. Strategy is about defining and setting the long-term direction for your organization. Marketing as one of the primary external-facing entities (sales is another) within an organization plays a central role in strategy development and execution. . During the past few years, many companies have focused heavily on internal processes, looking for a way to reduce costs and improve productivity.

Getting Sales to Accept More Qualified Leads

VisionEdge

Would you like to reduce the number of qualified leads passed on by marketing that sales rejects? It’s a relatively easy disconnect to resolve. All it takes is marketing and sales collaborating around the definition of the various stages in the opportunity pipeline and a scoring methodology. If you want to get serious about opportunity management, just follow these three steps: 1. Define Each Stage in the Buying Pipeline.

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10 Questions to Sharpen Competitive Advantage

VisionEdge

Although most markets are fiercely competitive, with so much focus on demand generation, many marketers cannot allocate sufficient resources to anticipating competitors’ moves. Companies need to make a myriad of strategic and tactical decisions regarding how they will operate in the market and engage with customers. These decisions often require a strategic lens that considers both the customer and competitive environment.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

Customer Conversations: Requesting Your Budget

VisionEdge

In a recent conversation with one of our customers, a VP of Marketing at a well-known company, we discussed the challenges associated with her leadership’s request to submit the fiscal year’s budget before her team had finished the planning process.

Don’t Play Politics with Your Planning

VisionEdge

As marketers we need to take the macro-environment into consideration when we’re creating any plan. With the election looming, there is a constant barrage of headlines suggesting that the U.S. economy is faltering and that the future could be bleak.

Don’t Play Politics with Your Planning

VisionEdge

As marketers we need to take the macro-environment into consideration when we’re creating any plan. With the election looming, there is a constant barrage of headlines suggesting that the U.S. economy is faltering and that the future could be bleak. Many of the themes emerging from opposing sides are designed to emphasize differences and polarize. During periods of change and uncertainty, it makes sense that companies work hard to understand the implications of the results for several scenarios.

Make Marketing Count in 2012

VisionEdge

What are your plans when it comes to your marketing investments for the coming year? According to Forrester, Forbes Insights and others, more companies will expand their marketing budgets in the coming year, with one very important caveat, marketers will need to justify the spending, prove the effects of marketing campaigns, and demonstrate program success…or risk losing budgets. Forrester suggests marketers focus measurable program elements that are designed around business objectives.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

Measuring Influencer Marketing

VisionEdge

Many marketing organizations today have an influencer marketing strategy. The purpose of this strategy is to help with customer acquisition (number and/or rate) and rate of product adoption. The findings in the 2013 Influencer Marketing Survey support this perspective, “influencer marketing is seen as a customer acquisition and lead generation practice not a brand exercise.”

Peace of Mind as a Key Dimension for Measuring Customer Experience

VisionEdge

All of us are customers, and as such, we all have buying experiences (good and bad) that shape our opinion of the company from which we are buying. There have been numerous discussions on how the exchange between buyers and sellers has evolved from creating products, to building customer relationships, to creating compelling customer experiences.

Is Your Marketing Measurement Resolution on Track?

VisionEdge

Happy New Years Eve to everyone! 2013 is coming to a close and we are on the threshold of 2014; for those of you across the globe, happy New Year! With the transition into a new year comes new resolutions, and for us at VisionEdge Marketing, marketing resolutions are one of our top priorities. We hope that marketing has made the list for some of your resolutions, and if it has, we are here to help! . Did you make a resolution this year to do a better job of measuring your Marketing?

More Data Does NOT Equal Better Insights

VisionEdge

We’re drowning in data. We generate it from our own activity or research; we collect and capture tons more from external sources. And, by now, all of us have been exposed to the conversation about Big Data—the voluminous unstructured data that is collected from nontraditional sources such as blogs, social media, email, sensors, photographs, video footage, and so on. . As the number of channels and customer touches expand, so does the amount of data coming from them.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.