Marketing Performance Woes? You Might Just Have a Planning Problem

Written by: Betsy Lillian on 5/24/21 9:30 AM

Here's an image that might be daunting, commonplace or old-school to you, depending on your stage of life or expertise in electronics: the back of an A/V receiver with a bunch of cables sticking into it.

From your speaker to your subwoofer to your HDMI to your Bluetooth to your translucent green Nintendo 64 (did we mention old-school?) connections, the A/V receiver is the operational backbone of all the components of your home theater system. Without it, all of your connections become a convoluted mess of cables without a home from which to function properly.

Now think of everything that encompasses your marketing performance management process.

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Topics: Marketing Planning, Hive9, Marketing Insights, Campaigns, Marketing performance management, marketing strategy

Product Marketing: Breaking Down the Keys to Success

Written by: Betsy Lillian on 4/20/21 10:00 AM

B2B companies are often struggling to meet their goals when it comes to the success of new product launches, according to recent SiriusDecisions research. In terms of reaching both performance and financial targets, 56% of B2B companies say that more than half of their new offerings aren’t up to par.

Underscoring the “enormous” costs of falling short in this area—from concerns about reputation to wasted dollars and time—the SiriusDecisions Product Marketing and Management (PMM) Model research brief suggests organizations lay out clearly defined steps to get all of their ducks in a row and better meet performance and financial targets.

Importantly, the PMM Model’s first three stages—discover, define and align—are generally centered on the crucial aspect of planning. The reality is that many product marketers, despite being allocated a hefty portion of marketing’s budget, don’t have enough of a say in marketing’s planning to begin with. Or, oftentimes, marketing plans are so convoluted that they’re not able to get a view into what’s going on anyway.

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Topics: Martech, Marketing Insights, marketing measurement, Marketing performance management, marketing strategy, Product Marketing

What Are You Forgetting in Your Marketing Plans?

Written by: Betsy Lillian on 12/2/20 10:12 AM

If your marketing plans contain, well, just marketing plans, you might want to consider casting a wider net. Unfortunately, you may be missing other key information that could impact sales and the overall performance of your organization.

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Topics: Marketing Planning, Effective Planning, Integrated Marketing, Marketing Personalization, marketing strategy

Revisiting 2020 Marketing Strategies: What’s New?

Written by: Betsy Lillian on 8/18/20 9:52 AM

When you look back at 2020 marketing predictions published prior to the pandemic, you might notice advice that ended up being pretty spot-on, a little inaccurate or maybe even more relevant than you anticipated in terms of its representation of our actual state of affairs this year.

Of course, any misrepresentation we discover now is understandably justified, but it’s interesting to look back and see where we thought we would be—as well as what, even through all the chaos, has still rung true.

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Topics: Martech, Marketing Technology, Marketing Insights, Best Practices, marketing measurement, Marketing performance management, Marketing Performance, marketing strategy

Happy New Year? A Marketing Strategy for 2020.5

Written by: Betsy Lillian on 6/30/20 9:45 AM


If you’re ready to leave the trials and tribulations of 2020 marketing in the dust, you might be excited to learn about a new concept that’s been floating around: 2020.5.

With the end of the first half of 2020 now at our doorstep, why not commemorate the milestone by rethinking your strategy for the second half? (Unless, of course, your year has been a breeze, marketing-wise – in that case, carry on as usual.)

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Topics: Marketing Planning, Effective Planning, Business Intelligence, Data Visualization, Marketing Technology, Marketing Insights, marketing measurement, marketing data, Marketing performance management, marketing strategy

The CRM “lead” conundrum: Why did they have to get it so wrong?

Written by: Bruce Brien on 5/27/20 1:30 PM

I am talking about the word “lead” with regard to marketing and CRM systems. We have gotten it completely wrong for decades, and it has caused a great deal of problems and unnecessary expense for many organizations. 

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Topics: Marketing Planning, Buyer's journey, Marketers, Marketing Technology, Marketing Insights, marketing measurement, marketing data, B2B, marketing strategy

Four Tips to Improve Data Democratization & Get the ROI Everyone Wants

Written 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

Marketing, Are You & Finance Aligned? Five Evergreen Tips for Getting in Sync

Written by: Betsy Lillian on 3/17/20 12:34 PM

We’ve talked a lot recently about how creating the most effective marketing plan is a team sport involving departmental input across your organization, especially between marketing and sales - but collaboration between marketing and finance is certainly no exception.

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Topics: Financial Planning, Marketing Budgeting, marketing data, B2B, marketing strategy, alignment, collaboration, visibility, marketing

Speaking of Alignment...

Written 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

How Can Retail Marketers Better Meet Their Goals?

Written by: Betsy Lillian on 2/5/20 1:32 PM

With inadequate data management practices, many retailers are having trouble meeting their marketing objectives, finds new research. Although these martech leaders put acquiring new customers and improving customer experience at the top of their list of goals, they’re not actually able to spend enough time working directly to reach them. To combat this problem, first and foremost, they need to get more from their martech stack.

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Topics: Martech, Marketing Technology, marketing strategy, retail marketing, marketing

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