Category Archive for ‘marketing metrics’

Marketing Measurement for Logistics: What to Show the Boss

Marketing is viewed by executives at logistics business as an expense, not an investment. To change this perception, marketing measurement must focus on sales results, not activities. Keep C-level reporting focused on sales with these four reports. Do that and you’ll be seen as buttoned-up, results-oriented, and personally accountable.

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Brother Andrew, a Ruler, and a Wad of Cash

In marketing, we need to do a better job of establishing standards – marketing objectives against which we measure our performance. Luckily, we have high-tech tools that make it easier to measure marketing.

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Is Competitive Analysis Worth the Time and Effort?

It’s smart business to be aware of what your competition is doing. But be careful that the effort does not become a primary focus. If you have plans for a large-scale competitive analysis, here are some reasons to re-think how much time and resources you expend on the effort.

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How Can Logistics Businesses Measure Marketing Effectiveness?

Marketers can gather tons of data, but CEOs want to know whether their investment in marketing is contributing to top-line growth and whether the results justify the marketing budget expense. Giving them these answers requires metrics that link marketing efforts with actual sales results.
Here are some of my favorite ways to demonstrate marketing’s bottom line return.

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Marketing ROI: Where Should You Spend Your Time?

Data indicates that the best marketing ROI for your logistics marketing business comes from investing time to get other people to tell your story for you.

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Hubspot ROI: A Tale of Two Holes

You need to weigh the costs of marketing automation software like HubSpot against the value of time – and how that time can contribute to meeting your ultimate sales and marketing objectives.

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The “IngerSource:” A borrrrrring, but effective creative brief template

For many years, I worked at an advertising & public relations agency. I was a “suit,” not a “creative.” In other words, I managed the clients and provided input to the art directors and copywriters, who translated this input into ad concepts, slogans and commercials. The magic. (For the Mad Men fans out there, I

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Create Your Marketing Dashboard Now

If you don’t have one, create a marketing dashboard for your company now. Like today. Certainly before the new year. It’s the document you would share each month with your CEO, and your sales lead, to provide an objective assessment of what business results are being achieved from the company’s marketing investments. It might looks

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