• The One Marketing Plan You Shouldn’t Live Without, But Often Do

    Remember Magic Eye pictures? One Christmas, my uncle framed one for me and each of my cousins. It was one of the more memorable gifts that year because I was obsessed with seeing the hidden picture. The trick is you cross your eyes, squint and hum the theme song from Gilligan's Island.

    These Magic Eye pictures are not all that dissimilar to what a marketer would see if all the marketing and performance data available to them was compacted into a small rectangle. We are overwhelmed with data from every marketing channel, tool and platform used to run our campaigns.

    What we need is a way to focus our eyes to see the hidden performance picture.



  • Want Your Content to Succeed? Ask Yourself These 5 Questions.

    The top problem marketers face is limited resources. Most valuable among them is time. That means time spent on content should be focused on what will produce the greatest return on investment.

    This post will dive into how to prioritize content based on organizational goals, target buyer personas, the customer journey, the content’s longevity and more.

    Ask yourself—or your editorial team—the following questions before adding content topics to the production queue. For those that fall flat, it’s back to the drawing board. 



  • 4 Crisis Communication Lessons from Heartbleed

    If you have an online account, you’ve received an onslaught of communications about Heartbleed, a serious vulnerability in the popular OpenSSL cryptographic software library. The bug, which allows for the stealing of information normally protected by SSL/TLS encryption, was just brought to light when almost simultaneously discovered by security firm Codenomicon and Google researcher Neel Mehta.

    But Heartbleed offers important crisis communication lessons to marketers that are extremely applicable in a hyper-connected world where panic spreads like brush fire. Whatever the crisis, here's how to handle it.



  • Seeking Case Studies for New Book on Marketing Performance

    Paul Roetzer is looking for contacts and case studies to feature in his new book (Wiley, coming August 2014) that presents the processes, technologies and strategies to fill marketing gaps, and build performance-driven organizations. 



  • 15 Tips to Improve Your Marketing Performance

    According to The 2014 Marketing Score Report, which we released this week, 64% of organizations have aggressive (>20%) or moderately aggressive (15-20%) growth goals for the next 12 months.

    However, as we learned in analyzing hundreds of marketing assessments, key performance indicator (KPI) weaknesses at every stage of the marketing funnel may be affecting the ability of organizations to achieve their performance goals.

    The 2014 Marketing Score Report takes an inside look at how 318 marketers, executives, and entrepreneurs rate their organizations using 132 factors across 10 sections. This chart shows the average factor ratings of nine select factors from the Marketing Performance section.



  • 9 Target Audiences Your Marketing Should Nurture

    In business and in life, relationships are everything. How effectively you build and nurture relationships with your target audiences can determine your organization’s ability to grow a talented team, build a strong brand, gain exposure in priority markets, impact the bottom line and establish customer loyalty.

    Here are the 9 audiences that play a role in the success of your business. Is your marketing designed to engage them?



  • 18 Possible Lead Sources Your Organization Needs to Measure

    Where do your organizations’ best leads and sales originate?

    Leads find companies through dozens of channels. The latest digital technologies enable marketers to capture and analyze lead intelligence wherever it originates. This post dives into each of Marketing Score’s 18 potential channels for marketing- and sales-qualified leads.



  • 10 Must-Have Marketing Technologies

    Does your organization have the latest in marketing tech? In this post, we evaluate 10 marketing technology foundations critical to integrated, results-driven performance. They represent the foundations for advanced marketing campaigns, and they're continually evolving.

    What process, engagement, collaboration and performance technologies are you integrating into your marketing campaigns? 



  • Is Your Digital Marketing Working?

    In one of the most comprehensive industry reports we've seen, Adobe explores how more than 1,000 marketers feel about their marketing. While 76% of marketers believe measurement is important, just 29% believe they are doing it well. Digital Distress: What Keeps Marketers Up at Night uncovers clear gaps in marketing talent, technology, strategy and performance.