Predicting your marketing performance

I’m sitting on a train to London. The hills are rolling by and it’s a dreary day, with a pinky, orange hue over the grey clouds. I’m sitting in a backward facing seat which isn’t my favourite thing. I’m off to run a workshop on benchmarking and forecasting marketing performance with a client so...

The challenge of marketing attribution: what drove the sale?

I love a challenge and marketing attribution is always one that presents a challenge.  I’m still looking for the perfect marketing performance solution that tells me revenue and conversions by first touch, last touch, conversion point, conversion type and campaign – without...

The best excuses for not managing marketing metrics

In our office, we like marketing metrics. It isn’t just about what worked and what didn’t, it’s understanding why and acting on it. If you don’t know what performed well and don't have an understanding of 'why', then how can you improve the marketing performance moving forward? ...

The how, what and why of campaign tracking

When it comes to campaign tracking you know what you want to achieve. Overall campaign goals determine the type of activity that will take place over the course of the campaign and how you’re going to measure it. The fundamentals of any campaign come down to measuring success. What would it...

Building a B2B marketing dashboard

One of the things that many marketers grapple with is knowing which few key business metrics to report on to the management team. This was a hot topic in a recent BrightTalk round table discussion that I was honoured to be part of. In truth, we could have spent the whole hour discussing this one...

Make marketing metrics meaningful

Forrester, along with Heidrick & Struggles, found in a survey that nearly 80% of CMOs want to prove their capabilities as business or strategy leaders. To achieve this, making metrics meaningful is crucial. This requires good and thorough planning. Here are the decisions you’ll need to make and...

ROI in B2B marketing isn't always about profit.

ROI is an excellent measure of how the money invested is performing and a great way to assess what to do next with your future investment. But whilst we all get hung up on how to measure ROI, it’s worth considering what it means for your organisation. After all, ‘return’ isn’t...

What does ROI mean in B2B marketing?

What does ROI mean for B2B marketers? This can be as simple or complex as you wish to make it, but ultimately, it’s a measure of the impact of marketing. Although the calculation is relatively straightforward there are some added complexities when it comes to B2B. In a nutshell, ROI is a way to...

Marketing tracking: tracking the tricky

Everywhere we go, we leave tiny digital footprints enabling marketers to track every move. With sophisticated marketing tracking tools around, you'd think that marketers would have a handle on knowing what's delivering and what's not. There are many challenges to getting this right,...

Gaining insights from marketing metrics and data

Recently, we’ve met with a couple of prospects, many of whom are struggling with too much data and marketing metrics from disparate agencies, social media tools and marketing software. The problem they’re all having is knowing what the data is telling them. It’s easy to spend a lot of...