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Tag Archive: measure

Seen+Heard: 2013 B2B marketing benchmarks

Seen + HeardFor this week’s “Best of the Web,” the Content Marketing Institute and MarketingProfs team up for their annual survey of trends in B2B content marketing—usage, spending and results.

While spend is increasing for 2013 and more than 90% of B2B marketers have a content marketing program, in the form of social media articles, blogs, e-newsletters, webinars, videos and other formats, the confidence gap is also growing, with fewer companies certain their tactics generate results.

Check it out.>>

Ready to move your content marketing program forward? Get the skinny on content marketing.

Every Friday, Seen+Heard presents a link to some of the best B2B marketing thinking on the web. Have a great B2B article to share or a topic you’d like to see? Tweet me @ThinkSpringMktg or contact me.

B2B marketing tip #33: Measure your brand impact

B2B Marketing Tip of the WeekFielding an annual perception study arms marketers with demonstrable proof of the impact of less quantifiable efforts like awareness, education and brand-building programs.

Establish baseline awareness for your company brand, key products and those of your competition in year one. Then be sure to sample the same audience with a consistent survey each year to quantify progress.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #20: Metrics 101

B2B Marketing Tip of the WeekEstablish marketing benchmarks specific to your organization, such as percentage of leads that convert to opportunities, or typical attendance at a webinar.

Use these numbers to forecast results when requesting project budgets, or to demonstrate your contribution at year-end performance reviews.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #17: Stay in the know

B2B Marketing Tip of the WeekSet up free “Google Alerts” to keep tabs on industry trends, your competition and where your own company, products and executives appear on the web. Use the Digest feature to consolidate multiple mentions into a single daily or weekly email.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #15: Budget bliss

B2B Marketing Tip of the WeekFinance is more accountable than ever for marketing expenditures. Don’t wait until you’re asked to cut costs—be proactive and get to know the staff who handle your payables, forecasting, and annual budget allocations right now. Show your willingness to be part of the process and make their work easier.

Synch up on the best way to handle day-to-day activities, such as creating purchase orders, submitting vendor invoices for payment, or preparing for incidental expenses when you’re on-site at an event. Find out your General Ledger (GL) codes and how finance categorizes marketing expenses. Help forecast upcoming marketing spending. 

 

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #7: Test and learn

B2B Marketing Tip of the WeekMarketing is a science, so treat it like one. Leave room for experiments–those campaigns, lists, messages or new approaches that need a limited-run performance. Set aside a percentage of the marketing budget each year for trying new activities. Be sure to document your objectives, measure performance and demonstrate to leadership what you learn.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

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