Best-in-Class Marketers Prove They Create Value
JUNE 10, 2014
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. Make Marketing Performance Management a Priority.
Five Proven Practices for Customer Experience Mapping
MAY 12, 2014
At VisionEdge Marketing, when we refer to customer experience we mean the points of interaction between the customer and an organization. Build a plan to address James Allen’s “Three D’s,” which he believes enables organizations to offer an exceptional customer experience: Design the correct incentive for the correctly identified consumer, offered in an enticing environment.
Creating a Change Agent Culture in Marketing
NOVEMBER 26, 2013
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. These capabilities are evolving into the building blocks of every marketing organization’s foundation.
4 Steps to Guarantee Your Strategy’s Success
SEPTEMBER 20, 2013
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.
Analytics: The Essential Ace in Every Hand
AUGUST 15, 2013
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. Unfortunately, data quality has been an issue in organizations for so long that it has now become the ready excuse for why marketers cannot perform analytics.
Think “Outside-In” to Improve Your Marketing Strategy
DECEMBER 4, 2013
As you are finalizing your plans for 2014, it is an excellent time to revisit your approach to strategy. Marketing as one of the primary external-facing entities (sales is another) within an organization plays a central role in strategy development and execution. . While this is essential to survival and driving short-term earnings, it doesn’t help a company address shifts in the market, new technologies, new channels or the entrance of new competitors. .
Three Elements of Successful Change Management
JULY 30, 2014
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.
Don’t Play Politics with Your Planning
AUGUST 22, 2013
As marketers we need to take the macro-environment into consideration when we’re creating any plan. Scenario analysis is a good exercise for strategic planning at any time. Don’t play politics with your planning.
Don’t Play Politics with Your Planning
OCTOBER 10, 2012
As marketers we need to take the macro-environment into consideration when we’re creating any plan. Scenario analysis is a good exercise for strategic planning at any time. Financial markets and the economy tend to adapt quickly to any changes, resuming a business-as-usual cadence despite policy changes. Don’t play politics with your planning. As we enter the election and planning season, here are five reminders to help achieve the best results: 1.
10 Questions to Sharpen Competitive Advantage
OCTOBER 31, 2013
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. How much technological lead must each competitor need in their next-generation product or service in order to leapfrog the current products in the market?
Customer Conversations: Requesting Your Budget
DECEMBER 10, 2013
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.
Make Marketing Count in 2012
DECEMBER 14, 2011
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. Work from a marketing plan blueprint.
Peace of Mind as a Key Dimension for Measuring Customer Experience
JANUARY 27, 2014
If you plan to create a measure of customer experience, consider how your organization is set up to deliver on these attributes and how you would measure each of these dimensions. Uncategorized CMO Customer Insight marketing analytics marketing data marketing measurement marketing performance management marketing performance measurement marketing plan marketing research marketing strategy
Is Your Marketing Measurement Resolution on Track?
DECEMBER 31, 2013
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? If so, join the ranks of tens of thousands of marketers who did. Happy New Years Eve to everyone!
Loyalty vs. Retention Measurement
MARCH 3, 2014
Uncategorized Customer Insight marketing analytics marketing data marketing measurement marketing metrics marketing plan marketing strategy strategic marketing strategic planning Companies who want to retain or expand their relationships with existing customers are finding that measuring and modeling customer loyalty is very valuable.
Transitioning from Service Provider to Value Generator
DECEMBER 19, 2013
Are you one of those superhero marketing organizations? You know, the “1-800 I need a presentation, brochure, case study, or email campaign NOW” marketing organizations that takes urgent requests and turns on a dime? . As marketing professionals, our future depends on being the latter. . Some marketing organizations that operate in this fashion can be proactive, but ALL marketing functions that operation in this fashion must excel at being reactive.
4 Steps to Improve the Value of Marketing
NOVEMBER 16, 2011
Ted Levitt, author of The Marketing Imagination, writes, “The role of marketing is to create and keep customers.” ” A marketing plan is a valuable instrument in helping Marketing plot a course of action for how it will go about creating and keeping customers. Now that 2012 is less than 50 days away, you are likely tackling your marketing plan and budget. Such a plan serves as the foundation for improving marketing accountability.
The 7 Building Blocks of a Solid Content Marketing Plan
MAY 8, 2016
Marketers are creating more content than ever. According to the Content Marketing Institute , 77% of B2C companies and 70% of B2B companies surveyed say that they are creating more content than they did just a year ago. Content marketing is tough.
Deploying Dynamic Marketing Planning
JANUARY 9, 2017
At Hive9, we believe planning to be the cornerstone of a data-driven marketing approach. Unfortunately, planning is a term that’s often used and seldom explained. Marketing Planning Hive9
Marketing Planning with Financial System Integration
DECEMBER 20, 2016
The relationship between marketing and finance is a complicated one. Marketing relies on finance for incremental budget approval and continuously works to report results that prove their value to the organization. Marketing Planning Hive9 financial integration
The Benefits of a One-Page B2B Marketing Plan
B2B Marketing Traction
OCTOBER 2, 2015
This is the time when many organizations and businesses are thinking about planning and budgeting for the next year. A one-page plan for managing and executing planned marketing is something I’ve used successfully for my business and for my clients.
6 Things to Consider When Creating Your 2017 Marketing Plan
DECEMBER 2, 2016
While the holidays are are in full swing, it’s time to start making some concrete plans for your 2017 marketing team. It may seem late in the game, but it’s definitely not too late to create a solid marketing plan for the new year. Here are some guidelines to help you check all the boxes on your marketing plan and knock 2017 out of the park. The best place to start planning for the future is to look at the past.
Six Key Components of a High Performance Marketing Plan
MAY 10, 2017
So, we as marketers have a new challenge. Plan to keep customers front and center. The first step to creating a high performance marketing plan is to commit to using five distinct objectives to orient your marketing plan throughout the buyer’s journey.
Agility in Marketing Planning
MARCH 31, 2017
Think back on particular plans you’ve made in your life – both in business and in your personal life. Marketing Planning Hive9 B2BHow often do they play out exactly as you intended?
Aligning To Revenue: A Complete Marketing Planning Process
MAY 11, 2017
Very often marketers are disconnected from corporate goals. They execute and optimize on an island, disconnected from revenue performance measurement and corporate planning. Clearly, marketing execution, measurement and planning need to be connected. The market is small.
4 Dimensions of Effective B2B Marketing Plans
MARCH 12, 2014
by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Liz Pate , the marketing communications manager at Bulldog Solutions , a marketing technology company that provides software and agency services to BtoB enterprises. Collaborative Planning.
Industrial Marketing Plan: A 3-Phase Approach
Industrial Marketing Today
OCTOBER 12, 2015
As we go deeper into Q4 with the holidays right around the corner, most industrial companies start to think about their industrial marketing plan for next year. As an industrial marketing consultant, I’m often asked by clients the best way to approach this important planning task.
Use This Agenda For Your 2016 Content Marketing Plan
grow - Practical Marketing Solutions
FEBRUARY 17, 2016
As social media becomes less shiny, many of our clients are realizing that social media success relies on having a content marketing plan. The Content Marketing Plan (Agenda). Putting Your Content Marketing Plan To Work. The monthly plan.
5 Reasons to Create an Integrated Marketing Plan
OCTOBER 26, 2016
Enterprise marketing organizations employ a lot of people for different types of work. But if the sophisticated pieces of your marketing plan don’t all fit together, you won’t see the results you need. Marketing Planning Hive9 Integrated Marketing
5 Tips for Building a High-Performance Marketing Plan
APRIL 20, 2017
As a modern marketer, you have a lot on your to-do list: build the brand, get leads into the funnel, and help keep those customers when it’s time to renew. Moving forward, each piece of content its marketing team creates would be influenced by that theme.
How to Validate Your B2B Go-to-Market Plan
Great B2B Marketing
APRIL 24, 2015
The post How to Validate Your B2B Go-to-Market Plan appeared first on Great B2B Marketing. Marketing Plan Sales Model b2b Go-to-Market Market PlanMy team and I are often asked to comment on – or do a more formal evaluation of – a […].
Where does Google+ fit into your B2B Marketing plans? [infographic]
Buzz Marketing for Technology
JULY 9, 2014
Have you made Google Plus a part of your marketing strategy yet? This handy guide will show you exactly why Google Plus is such a useful tool for businesses and B2B marketing. Don’t wait any longer, make Google + a part of your business plans today!
Jumpstart your 2017 Marketing Plan with these 10 Tips
B2B Marketing Insider
OCTOBER 11, 2016
In January, many businesses sit down to review and renew their marketing plan. It takes time to build a good plan, so instead of waiting […]. The post Jumpstart your 2017 Marketing Plan with these 10 Tips appeared first on Marketing Insider Group.
Is Your Marketing Plan the Right One?
AUGUST 2, 2016
Planning is the first step toward successful campaigns. That’s not the sort of topic marketing professionals debate, rather, it’s the kind of thing we all treat as common knowledge. But it’s also one of those things marketing departments never quite manage to sit down and actually do.
4 Ways to Make Your Strategic Marketing Plan Better
MARCH 16, 2017
B2B Marketing Plans B2B Marketing Strategies Strategic Marketing ConsultingWe’ve all hit those problems. The stifling sort, that puzzle and stump, that confound and frustrate. But we’ve also experienced moments of solution.
Why Budgeting Requires Better Marketing Planning
AUGUST 29, 2016
Budget allocation, to some degree, is part of every marketer’s role. While different at varying levels of authority, the process is never easy. Hive9
What Does a Content Marketing Plan Look Like?
Type A Communications
SEPTEMBER 21, 2015
September 22, 2015 by Michael Brenner Whether you are new to content marketing or not, developing a successful content marketing strategy can be very challenging and time-consuming. Content Marketing Content Strategy Marketing content marketing content strategy
10 Reasons Twitter is essential to your content marketing plan
grow - Practical Marketing Solutions
OCTOBER 2, 2014
10 Reasons Why Twitter is Content Marketing’s Best Friend from Mark Schaefer I gave a rousing talk about Twitter and its essential role in marketing at the recent Content Marketing World event. A report from the epicenter of content marketing conferences.
Four Things to Add to Your Marketing Plan
B2B Marketing Traction
NOVEMBER 13, 2013
Now more than ever B2B marketers must focus on their existing and prospective customers. Here are four key things you need to focus on your customers in your marketing plan for next year. What’s in your marketing plan for next year?
Steps to Get Your Marketing Plan Under Way
JULY 20, 2016
Whether you’re an entrepreneur or a bourgeoning startup, marketing strategies compose the very heart of your operation. When looking to develop an effective marketing strategy, you need to approach the process strategically; the goal is to implement an effective strategy from the start.