The Competitive Advantage
June 25, 2014
If you’ve read any of our previous content, then you know we believe that marketing is a process… and part of that process is the commitment to measure each step along the way.
It’s this philosophy that leads to the 4th great business saying in our series…
What gets measured gets done.Continue Reading
February 5, 2014
Here are the kinds of questions I regularly hear from my clients…
- “What email open rate should I expect?”
- “How many downloads will my new white paper get?”
- “What’s the average bid conversion rate?”
- “What are the ‘right’ steps for the lead nurturing process?”
The correct answer for all of the above is… “It depends!” Sorry… wish I had a better answer.Continue Reading
September 17, 2013
Twenty years ago, before I started in into the MR industry, I worked in the conference and trade show industry. Back then, one of the industry’s key associations – the Center for Exhibition Industry Research (ceir.org) – reported that only 20% of all leads generated at an exhibition were ever followed-up on. Today, with all of the new tools and technology available to exhibitors, that number is still 20%!
Stated another way, 80% of everyone who gives up their time to come into your booth this Fall (at TMRE, CASRO, ESOMAR, QRCA, etc.) will not hear from you afterward! That’s not just bad business… it’s downright stupid!Continue Reading