Your Marketing Campaign Shouldn’t Take Ages to Launch: A Story of Denise and Christine

Posted by Betsy Lillian on 5/19/20 10:01 AM


To justify their marketing spend, marketing leaders are under constant pressure from their organization to deliver ROI. Right now especially, with ever-changing plans and budgets, they’re grappling with the best way to do so, whether that’s through reallocating funds from canceled events, reducing their overall budget, or, as everyone has heard, pivoting (the marketing buzzword of 2020?) their campaign strategy to address their audience’s focus on remote work or virtual events.

To get a sense of the current struggle, let’s take a look at what marketing leaders Denise and Christine have been up to.

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Topics: sales enablement, Marketing performance management, Marketing Performance, alignment

Four Tips to Improve Your Data Democratization and Get the ROI Everyone Wants

Posted by Betsy Lillian on 4/29/20 11:56 AM

Is your company’s data analytics practice up to snuff, or are there things you could improve? During Adobe’s recent virtual Summit, two analytics experts teamed up to offer tips and tricks on bringing a “data-driven, decision-making culture” to your organization, starting with democratizing your data.

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Topics: Marketing Analytics, Marketing Automation, Marketing Personalization, Data Visualization, marketing data, Marketing Performance, marketing strategy, marketing

Tracking the Impact of Your COVID-19 Plans

Posted by Betsy Lillian on 4/21/20 10:17 AM

Figuring out your optimal marketing strategy during a global pandemic is unprecedented. There’s a lot of helpful advice out there, but because we’ve simply never experienced a crisis like this in the age of digital marketing, it’s safe to say nobody knows exactly what the secret recipe is for marketing your brand, reallocating your spend and, in the end, maintaining strong ROI.

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Topics: Marketing Planning, Marketing Budgeting, Marketing performance management, Marketing Performance, marketing

Speaking of Alignment...

Posted by Betsy Lillian on 2/19/20 12:09 PM

It’s pretty common knowledge that in order for marketers to be successful, they need to collaborate with other departments across the organization. Creating the most in-depth and effective marketing plan is absolutely a team sport involving departmental input across the board. 

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Topics: Marketing Planning, Hive9, Martech, Best Practices, sales enablement, Marketing Performance, marketing strategy, alignment, collaboration, marketing

What's a Good Martech Investment You Could Make Instead of a Super Bowl Ad?

Posted by Betsy Lillian on 1/30/20 2:25 PM

Happy Super Bowl Sunday! Whether you’re thrilled or crushed you won’t see the Patriots - say what? - in the big game this year, you’re bound to be entertained by at least a few exceedingly pricey commercials, which are estimated to sell for roughly $175,000 per second. Yup, according to CNBC’s estimates, it’ll cost a company a total of $5.25 million for 30 seconds of advertising this year, which is up from $37,500-$42,500 per spot back in 1967, the year of the first Super Bowl.

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Topics: Marketing Planning, Marketing Analytics, Martech, marketing measurement, marketing data, Marketing performance management, Marketing Performance

The Foundation of a Successful Agile Marketing Team: Centralization

Posted by Betsy Lillian on 1/6/20 11:13 AM

In the fourth season of The Office, Michael Scott, laden with financial troubles, decided he needed to declare bankruptcy, leading him to announce to his colleagues, “I declare bankruptcy!”

Spoiler: His verbally declaring bankruptcy didn’t automatically launch the legal process. In the marketing world, the same can be said for deciding to adopt an entirely new approach for your team. For instance, agile marketing - becoming more popular in the B2B community in particular - can’t be implemented by waving a magic wand and assuming everyone is on board with the concept. Instead, it takes proper planning, training, and, importantly, a collaborative and centralized platform.

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Topics: Marketing Planning, Marketing Analytics, Marketing Insights, Marketing performance management, Marketing Performance, marketing strategy, agile marketing

Three Key Components of an Effective Marketing Calendar

Posted by Betsy Lillian on 12/4/19 11:11 AM

When it comes to choosing a new wall calendar for the new year, you’ve got some tough choices in front of you. Lighthouses of New England? Best The Office quotations? Rescued kittens in baskets, perhaps? Aesthetics or entertainment might be the only thing determining your yearly wall calendar choice, but when it comes to selecting an appropriate calendar for your marketing planning, you should keep a few vital functions in mind.

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Topics: Marketing Planning, Financial Planning, Marketing performance management, Marketing Performance, marketing strategy

Finance Needs Accountability: Get Everyone on the Same Page

Posted by Bruce Brien on 11/20/19 1:21 PM

What’s your relationship with finance like? If the answer is that there’s room for improvement, then it’s time to start giving finance the accountability it needs - and here’s why.

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Topics: financial integration, marketing data, B2B, Marketing Performance, marketing strategy

Shine a light on your marketing planning efforts to deliver better performance

Posted by Bruce Brien on 5/3/19 2:00 PM

Planning can be a dirty word in any aspect of business, especially marketing. Planning is difficult. It takes time and resources to be done right. It takes skills, tools and a solid process to execute. And it takes data, data that must be cleaned and aggregated into consumable insights for it to be usable for the planners.

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Topics: Marketing Planning, Financial Planning, Budgeting, Revenue Attribution, Marketing Budgeting, Hive9, Effective Planning, Marketing Insights, ABM, marketing data, Marketing Performance

It is time to trade up from personal productivity to organizational productivity.

Posted by Bruce Brien on 4/11/19 2:57 PM

The spreadsheet can be a very powerful tool, especially for personal productivity, problem solving and modeling scenarios. It is where most organizations first develop their marketing plan. Four or five marketers sharing the same room determine that it is time to write down the plan, share it with others, use it to meet with finance, assign ownership to tasks, and generally feel good that the plan is in one place.

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Topics: Marketing Planning, Revenue Attribution, Integrated Marketing, Campaigns, ABM, Marketing Performance

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