Measure Up Marketing

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.”

Are You Really Ready to Enter a New Market?

Measure Up Marketing

Ideas for new markets to serve can come from Marketing and anywhere externally or internally, e.g. best customers or a partner, a member of the C-Suite, and Sales or Customer Support departments.

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.

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.

How a CMS Enables B2B Marketing Success

A CMS lies at the heart of a B2B marketing framework

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.

Tuning Up Your Marketing Metrics and Measures: What They Are and Why They Matter

Measure Up Marketing

If you want to demonstrate the importance of Marketing to the rest of the organization you need to be able to quantify Marketing’s value to the business.

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.

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Best-in-Class Marketers Prove They Create Value

Measure Up Marketing

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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2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.

How to Save a Year of Research for Your Account-Based Marketing

Measure Up Marketing

We’ve enjoyed the privilege of being engaged with a number of our customers for nearly two decades and last year were fortunate to add new projects and new customers.

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The Five Metrics that Must be on Your Marketing Dashboard

Measure Up Marketing

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.

Efficiency vs. Effectiveness Metrics

Measure Up Marketing

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.

What Type of Customer Experience Do You Deliver?

Measure Up Marketing

Customer Experience (CX) is one of the most highly discussed topics in organizations today. By definition, CX encompasses all interactions across the entire life cycle of the customer relationship. According to a recent survey by Oracle, of 1,300 senior executives in 18 countries, 97 percent believe CX is critical to their success.

Customer Conversations: Identifying & Measuring Your Marketing Campaign Goals

Measure Up Marketing

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 Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts.

Five Proven Practices for Customer Experience Mapping

Measure Up Marketing

Customers are the most important part of any business, and keeping them happy should be at the top of your list of priorities. If your organization is among those that have created customer experience maps, kudos to you and your team! If not, and this is an itch you want to scratch, read on for five (5) tips to help you undertake this important initiative.

Four Models Every Marketer Should Master

Measure Up Marketing

We know–models can be intimidating. But as the need to add analytics and science to our work continues to increase, models have become one of the primary vehicles every marketer needs to know how to develop and leverage. If you’ve already dived into the deep end on models, congratulations. On the other hand, if you’re just dipping your toe into the water, have no fear, because while there may be a bit of a current, it is time to venture forth.

Free Benchmarking–Does Your Marketing Measure Up?

Measure Up Marketing

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

Measure Up Marketing

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.

Make No Mistake: How Worst-Practices Derail Successful ABM Efforts

This Quick Study Slide Show from Node identifies the common mistakes of ABM executions and offers practical advice to help teams avoid them.

Using Customer Lifetime Value to to Improve Marketing Investment Decisions

Measure Up Marketing

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.

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Creating a Change Agent Culture in Marketing

Measure Up Marketing

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.

Managing Marketing Content Across the Customer Life Cycle

Measure Up Marketing

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

Measure Up Marketing

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.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

3 Attributes to Extend Your CMO Longevity

Measure Up Marketing

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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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).

Craft a Killer Sales Playbook

Measure Up Marketing

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?

Analytics: The Essential Ace in Every Hand

Measure Up Marketing

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.

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts.

Just Add Data: Some Assembly Required

Measure Up Marketing

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.

Customer Conversations: Identifying Revenue Opportunities Using Customer Analytics

Measure Up Marketing

“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

Measure Up Marketing

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

Measure Up Marketing

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).

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

Focus on Revenue is Not New Marketing Thinking

Measure Up Marketing

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

Measure Up Marketing

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.

Customer Conversations: The Value of Adding Data & Analytical Skills

Measure Up Marketing

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

Three Elements of Successful Change Management

Measure Up Marketing

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.

30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.