Measure Up Marketing

Is a Land Grab the Right Growth Strategy for You?

Measure Up Marketing

If you subscribe to Ansoff’s matrix of growth, then you believe there are four primary ways to achieve growth: Sell more of your current solutions to your current customers/markets (Market Penetration). Sell new solutions to your current customers/marketing (Product Development).

Are There Magic Marketing Metrics in the Engagement Economy?

Measure Up Marketing

Perhaps you’ve heard that we are in now what is known as the Engagement Economy. Nearly a decade ago, The Institute for the Future, an independent, nonprofit strategic research group, explored what they referred to as the “Burgeoning Economy of Engagement.”

How to Match Your Internal Speed with External Changes

Measure Up Marketing

In recent conversations we had about growth and the role of Marketing with two CEOs , Kevin Dunworth of Celling Biosciences and Greg Stock of Zenoss, speed was a key factor. Greg emphasized the importance of an organization being able “to move at the speed of change; the ability to quickly evolve.”

How to Seize the Elusive Goal of Marketing and Sales Alignment

Measure Up Marketing

In their report, B2B Buyers Mandate A New Chart for Marketing and Sales, Forrester Research posited that, “The misalignment between sales and marketing teams continues to be a hot topic, even after a decade of B2B firms trying to solve this problem.”

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Why Conversational AI Is Key to Customer Service in the Customer Experience Era

In today’s hyper-competitive market, every business must become a customer experience-first business. Customer satisfaction has become more important than price or any individual feature. Read the new Tractica white paper to learn how important conversational AI is to your CX strategy.

How to Report on the Value Marketing Generates

Measure Up Marketing

We suspect your CEO, CFO, COO, or president has a cadence for each function to report on performance. If this is the case, as the Marketing leader you provide some type of report to help your leadership team understand the value of Marketing.

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Why a Data-Driven Marketing Culture Needs to Be at the Top of Your List

Measure Up Marketing

The Western Digital “Growing Role of Object Storage in Solving Unstructured Data Challenges” study revealed that unstructured data is growing between 40-60% per year. Rich media – audio, video, images, and research data, all of which are non-text data types – are leading the pack of data sources.

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How Marketing Operational Excellence Facilitates Growth

Measure Up Marketing

IBM’s Modern Marketing Mandate posited that “CMOs have always needed to take their industry’s pulse and devise appropriate competitive responses … today, the mission needs to extend beyond market research and marketing campaigns. CMOs have a broader responsibility to analyze and predict trends.”

How to Navigate the Winding Road of Accountability

Measure Up Marketing

The Marketing budget accounts for more than 10% of revenue in many companies today. As a result, CMOs are often under tremendous pressure to demonstrate their contribution and impact to the business.

How to Use Intelligence to Outsmart Your Competitors

Measure Up Marketing

Be in the Know About the Competitive Field. Years ago, I competed in triathlons. Before each season, my husband, Mark (who also doubled as equipment manager and cheerleader), would ask, “What’s your idea of success this year?” The answer this question guided our race choices.

The Path to Journey Management

Speaker: Kerry Bodine and Lindsay Sykes

The practice of journey mapping has reached fever pitch. But your mapping efforts are only effective if the resulting maps help you drive organization change — and then measure the results of your efforts. Join Intouch Insight and Kerry Bodine, CX expert and co-author of Outside In: The Power of Putting Customers at the Center of Your Business, as she shares Bodine & Co.’s latest research on this topic.

How to Eliminate Breakpoints to Improve Customer Experience

Measure Up Marketing

“Customer experience (CX) is the new Marketing battlefront,” declared Gartner in their Customer Experience study.

Score Big with a Marketing Measurement Playbook

Measure Up Marketing

We most often hear about playbooks in reference to sports, but the concept is applicable in almost any industry. A playbook serves as a useful tool to outline a strategy for an activity.

How to Make Marketing Indispensable

Measure Up Marketing

We often talk about the value of Marketing. To play a strategic, indispensable role Marketing needs to be valuable. Does it seem like I’m splitting hairs? These two words may seem similar but the meaning is not.

How to Ensure ‘Customer Success’ Isn’t Just Another Overused Term

Measure Up Marketing

You’ve heard it, you’ve used it, the catchy, trendy term “Customer Success.” Type it into Google and you’ll receive about a billion hits. We’re also seeing customer-facing job titles specific to Customer Success.

How to Level Up Your Marketing Strategy with Video

Building brand awareness and acquiring customers is never easy, but how can you improve your marketing strategy with limited resources? Vidyard has you covered with their 3-in-1 guide on how to use video across your marketing efforts without breaking the bank.

Making the Most Out of Your Investments in Marketing Technology

Measure Up Marketing

The marketing automation software industry was a $3.3 billion market in the United States in 2017, and it is growing 30% annually claims SharpSpring in their recent Investor Presentation. Adoption of these products has passed the tipping point.

How to Organize a Stand-out Marketing Planning Session

Measure Up Marketing

If you’re like many of our customers, right now you are somewhere in the midst of your planning cycle, working with your partners in Sales, Finance, Product, and IT as you crystallize your Marketing plan.

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Three Proven Practices to Overcome MarTech Failure

Measure Up Marketing

How organizations approach their MarTech differs among various organizations.

When You Need Research to Be in the Know and How to Do It

Measure Up Marketing

Many organizations believe that social listening is a good substitute for traditional market and customer research. Certainly, social listening has its merits and can provide powerful and relevant insights when combined with traditional research.

6 Steps to Building Predictable Lead Flow and Revenue

Achieving predictable lead flow and revenue depends on monitoring sales history and developing a robust, flexible lead development process. Download this eBook for 6 clear steps you can take to build that process today.

Marketing ROI Is a Trap! Here’s How to Avoid It

Measure Up Marketing

Given our focus on Marketing Performance Management and Measurement (MPM), we have a lot of conversations with our customers and prospects about Marketing ROI.

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Make Your Marketing & Sales Playbook a Powerful Alignment Tool

Measure Up Marketing

Most of the recommendations for improving Marketing and Sales alignment revolve around how these two organizations need to work together. Misalignment is often attributed to a variety of factors, such as different goals, different timelines, and different psychologies.

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When Is It Time to Embark on Repositioning?

Measure Up Marketing

In 1969, Jack Trout introduced the idea of market positioning in a paper published by Industrial Marketing Magazine. Later, along with colleague Al Reis, he popularized the concept with their bestselling book under the title, Positioning – The Battle for Your Mind (1981).

Ensuring the Successful Integration of Technology and Marketing

Measure Up Marketing

The difference between good and excellent is action : this is a common refrain from organizational development experts.

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Lead Generation Companies: How to Pick a Right One

Have you ever had a bad experience using a lead generation company? If the answer is yes, you are certainly not alone; fortunately, MarketJoy has put together 4 simple questions that you can use to judge your next potential lead gen partner.

How to Use Customer Insights to Spur Growth

Measure Up Marketing

After years of focusing on controlling costs, growth has moved to the top of the priority list for many companies. In a survey of 1,600 senior executives by KPMG , 96% indicated that their companies are “are in the midst of business transformation planning or execution.”

Engage More Customers With the Best Parts of ABM and Journey Mapping

Measure Up Marketing

In a recent planning session with a B2B customer, we were discussing how to create more customer engagement with a very specific set of customer prospects. Here’s a quick overview of the scenario: The company is familiar with these customers but not currently doing business with them.

Make and Build a Business That Solves a Problem

Measure Up Marketing

The purpose of a business is to create a customer, declared Peter Drucker. How do you create a customer? You provide something – a service, a product, a solution – (referred to as the Product in the Marketing Mix) they need AND want. In the B2B world, this want and/or need is typically to solve a business problem. The bigger the business problem, the more urgent, and the better your offer addresses the more likely and faster you are to create a customer.

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Pop up test

Measure Up Marketing

Test Post. The post Pop up test appeared first on VisionEdge Marketing

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4 Steps to Developing Your Customer Care Strategy

The quality of a customer care strategy can make or break a company, but simply resolving a customer service issue or complaint is no longer enough. Learn the 4 steps that address the major points you need to consider when building a customer care roadmap.

Why Does Good Strategy Matter to the Bottom Line?

Measure Up Marketing

Strategy is fundamental to the success and sustainability of all organizations. It is about seizing opportunities and knowing which not to pursue, all while mitigating risk.

What is the Expected ROI for Your Marketing Plan? And How to Do It

Measure Up Marketing

Today’s Marketing leadership is expected to be data-driven and measurement savvy. Your Marketing plan should immediately demonstrate both capabilities. In fact, calculating your Marketing plan ROI should be an integral part of your business processes.

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Be Fanatical About Service Quality (And Why It Matters)

Measure Up Marketing

I have been fortunate in my career to benefit from a number of remarkable mentors. My first professional job was in a financial services organization working for Dwight Prade. It was Dwight who bestowed upon me the title “Customer Relationship Manager.” This was long before the era of CRM systems.

How to Better Utilize Data and Analytics

Measure Up Marketing

Yet another study, this one by PAN Communications, continues to lament the challenge Marketing organizations face for measuring success. This particular study found that “76% of marketers are lacking the confidence to measure the success of their content programs.”

7 Cold Calling Tactics You Aren't Using but Should Be

Cold calling isn‘t dead; neither is it on its deathbed. In fact, it’s one of the most effective ways to increase sales and drive revenue. Learn 7 preperation strategies to lessen your stress, and to become a better closer!

How to Tell if Your Marketing is Optimized for Performance

Measure Up Marketing

Frederick Winslow Taylor is credited with starting the Scientific Management movement. He and his associates studied how work was performed. They examined how the performance of work affected worker productivity.

Are You Ready to Make The Shift to A.I.? (Part Two)

Measure Up Marketing

This is the second part of a two-part series. See our first section Should You Use A.I. in Your Marketing? on LinkedIn. According to BPMonline Insights , nearly 40% of companies struggle to convert data into actionable insight.

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How Your Customers Can Help You Drive Growth

Measure Up Marketing

In his well-regarded December 2003 HBR article, “The One Number You Need to Grow,” Fred Reichheld once suggested that the value of any one customer resides both in what that person buys and what they are prepared to tell others.

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How to Use Attribution Models to Decipher the Right Mix

Measure Up Marketing

How do you assign value to your channels and touch points? There are a variety of attribution model methods. For example, do you attribute more weight to the first touch (such as clicking on a digital ad) than the webinar that generated an online demo of offline conversation? Or do you give equal weight across all the touch points? Maybe you use a graduated scale where you give touch points closer to the end of the buying journey more value than touches earlier in the process?

How B2B Marketing is Changing in 2018

Gain exclusive insights on priorities, tactics, and challenges from SMB Marketing Leaders.