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Other Added - B-to-B Business Owners: Measure Your Marketing for Success
The choice to hire a consultant for business or personal projects is often more difficult then determining the steps for the project itself, but there are several things you can do to help make deciding to hire, choosing and hiring a consultant easier.Do you need a consultant?If you are asking the question, the likely answer is yes. Perhaps a better question may be “at what point do you need a consultant?” The beginning is a good answer. Of course, consultants are available to help you get
How often should you review your measureme
Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas.There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, developme
Here are a few guidelines to help you get started or to assess your current measuring system:
- Keep it simple – collect only data you’ll actually act on. With applications such as CRMs and web analytic programs, it’s easy to measure more than you really need to know. Just ask yourself this question: “What will I do with this information?”
- Make sure the data is collected in the same way all the time. If you’re trying to spot a trend, consistency is often more important than accuracy.
- Look at the findings regularly and share it with others. There’s nothing like a little visibility to make sure things stay on track.
- Integrate your marketing measurements with measurements for sales, customer service and any other client-facing groups. This will allow you to see how well the entire process is working.
What should you measure?
While marketing analytics can get very complex, especially for large, multi-national, multi-business firms, you can accomplish a lot by just tracking some combination of the following:
- In-bound inquiries. How many new inquiries has marketing generated this month (or week) and over the last 12 months (or year-to-date).
- Qualified Leads. How many of these inquiries are actually real prospects?
- Sources of leads. How many leads have come from each of your major sources: teleprospecting, direct mail, email campaigns, networking, referrals, online or offline advertising, public relations, search engines, events. At what cost?
- Qualified opportunities. How many real sales opportunities are currently in the pipeline. How many were generated by marketing? How does this compare to the number and value you expected to have?
- Progress against your marketing implementation plan. Have you and your marketing people completed the activities you committed to complete?
- General website traffic. What is the trend for the number of people visiting your site? Where are they coming from? What percentage sign up for your newsletter or to download information?
How often should you review your measuremen
When you are in business for yourself, you wear many, if not all of the hats. It’s a lot of work to be all things to your business, and be its biggest fan. To make your business run smoothly you must be sure you are getting the support you need. Support comes from the people you surround yourself with, the environment you work in, and the equipment and tools that you use to run your business.1. PeopleHands down, you are the biggest cheerleader for your business. No one gets as excited about
What should you measure?
While marketing analytics can get very complex, especially for large, multi-national, multi-business firms, you can accomplish a lot by just tracking some combination of the following:
- In-bound inquiries. How many new inquiries has marketing generated this month (or week) and over the last 12 months (or year-to-date).
- Qualified Leads. How many of these inquiries are actually real prospects?
- Sources of leads. How many leads have come from each of your major sources: teleprospecting, direct mail, email campaigns, networking, referrals, online or offline advertising, public relations, search engines, events. At what cost?
- Qualified opportunities. How many real sales opportunities are currently in the pipeline. How many were generated by marketing? How does this compare to the number and value you expected to have?
- Progress against your marketing implementation plan. Have you and your marketing people completed the activities you committed to complete?
- General website traffic. What is the trend for the number of people visiting your site? Where are they coming from? What percentage sign up for your newsletter or to download information?
How often should you review your measureme
The use of cultural awareness training has increased rapidly in the majority of global companies over the last decade.My experience working in global companies in which effective cross-cultural functioning was critical, involved the devotion of considerable time and energies to ensuring that cultural training needs were identified and accommodated as necessary.This commitment to bridging cultural gaps represents a perceptible shift in attitudes amongst British company global thinking. This
What should you measure?
While marketing analytics can get very complex, especially for large, multi-national, multi-business firms, you can accomplish a lot by just tracking some combination of the following:
- In-bound inquiries. How many new inquiries has marketing generated this month (or week) and over the last 12 months (or year-to-date).
- Qualified Leads. How many of these inquiries are actually real prospects?
- Sources of leads. How many leads have come from each of your major sources: teleprospecting, direct mail, email campaigns, networking, referrals, online or offline advertising, public relations, search engines, events. At what cost?
- Qualified opportunities. How many real sales opportunities are currently in the pipeline. How many were generated by marketing? How does this compare to the number and value you expected to have?
- Progress against your marketing implementation plan. Have you and your marketing people completed the activities you committed to complete?
- General website traffic. What is the trend for the number of people visiting your site? Where are they coming from? What percentage sign up for your newsletter or to download information?
How often should you review your measureme
Every kid loves semi-trucks; the sight of one of these tractor trailers is enough to put a big smile on any child's face. Add in a simple wave from the driver and a honk of the loud air horn and you have a kid that is laughing and clapping with joy. For some, that fascination with big trucks never wanes, these are the truck drivers of America. If you have thought about learning to drive a tractor trailer, you might have questions about where to start and what to look for in a school. The tips below will
How often should you review your measureme
From “How to Shop on eBay for Dummies” to “How to Loose a Guy in 10 Days,” how to’s are all the rage. It seems like we can’t do anything without being told how to do it first. But, as easy as shopping on eBay and dumping a boy can seem, these things can get difficult at times—especially when attempting to build the perfect promotional gift bag for an event. Even seasoned pro’s can rip their hair out at the thought of a promotional gift bag. But with a few easy and timeless tips, hair loss will merely be
How often should you review your measurements?
For a high-level strategic view of marketing progress, a monthly review will give you a good picture. To actually manage a marketing effort on a tactical level, a weekly review of the data is better.
Charts and graphs are generally better than words and numbers simply because research shows that people absorb information from the former faster than from the latter.
Two secrets to making measurements work:
Secret #1: Continuously compare what’s really happening to what your marketing plan says should be happening. For example, it’s good to know that you’ve generated 150 qualified leads so far this year. It’s far better to know that, according to your plan, you should have generated 200 leads by now.
Secret #2: When you review the reports – whether monthly or weekly – act on the information! Make decisions. Redeploy resources. Change your approach. Whatever it takes to get and stay on track.
In summary
Those of you who are already well into a good system of measuring and reporting on a complex marketing operation are likely to tell me I’ve oversimplified things here. And maybe you’re right. There are loads of other important bits of information that are good to know and watch. The point I want to make is: you don’t have to do it all in order to get a benefit. As Nike says, Just Do It!
© The Tatum Group 2007
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