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If you’re like me, your eyes may start to glaze over or you get a sick feeling in your stomach when someone mentions “Salesforce cleanup” or “deduping” or “we need to clean up the dirty data in Salesforce,” or makes reference to any other necessary maintenance activities. It doesn’t have to be an overwhelming project, and can be quite invigorating to accomplish small wins […]
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No one can afford to guess what marketing programs work. Customers self-educate via digital channels, content marketing, industry events, and consultation with peers. They form opinions long before they become a “lead” in your demand creation funnel. So, what’s the best way to measure what’s working? 1. Measure Funnel Health You should be able to see the health of your funnel in 5-10 charts. You need enough data to see results […]
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Data is a marketer’s new best friend. For those getting their groove on with data, I’ve shared some tips, tricks and 3 great guides to help. So what’s next? It’s all about people. Coaching people to adopt data is as important as having it in the first place. Don’t kid yourself. It freaks your team out when you give them quotas for marketing goals. Even if they act cool, they’re quietly wondering “how am […]
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How Well Do You Guide Your Marketing Team In This Data Era? Marketing, revenue and pipeline goals are now common for most CMOs and their teams. Yet if you can’t easily see it, measure it, forecast it, and track the outcomes – you’re facing a heavy lift to justify your marketing spend. But is data-driven marketing just about having the right KPIs and dashboards? Definitely not! It’s about having: […]
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B2B Marketers – the data revolution is at our doorstep. We’re expected to drive plans with data as the new normal in today’s digital-first marketing era. B2C companies are widely seen as more advanced at solving these issues using big data. So, there’s a lot to learn from their progress. Yet B2B marketing is a different animal. In contrast to our B2C friends, we […]
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In the not-too-distant past, B2B marketers kept measure of our impact on market share growth, revenue, leads generated, and how much content we created. None of these were truly a measure of marketing’s contribution and impact. When we grew and our numbers were good – this method worked. If revenues were flat – it was a mad scramble to show our business unit / team / personal impact. To […]
