Applying sales methodology to the marketing cycle
Developing an online revenue cycle requires a structured approach in which marketing and sales work together. Marketo, in their Marketing Metrics & Analytic Guide, describes their revenue cycle and offers a pictorial example of their sales funnel. Below is my interpretation of their revenue cycle for small to mid-sized B-to-B brands that would like to apply ROI metrics to their inbound marketing efforts. Continue reading
Soft marketing metrics don’t impress the CEO or CFO
In most business-to-business vertical marketing segments, marketing is viewed as an expense on the balance sheet. One reason for this is that the justification for marketing has relied on soft marketing metrics — awareness levels, brand recognition, website visitor traffic, target audience reach, etc. While these marketing metrics are important and part of the marketing equation, they lack accountability for revenue generation. This reinforces the perception with the CEO, CFO, and COO that marketing is a cost center, not a revenue center. Continue reading
It depends on your marketing objective.
Few companies achieve success when it comes to measuring marketing’s return on investment. This is due to multiple factors beginning with deciding what’s important and how to measure it. Continue reading
The promise of Marketing Automation Platforms is to integrate and automate marketing functions
Marketing Automation Platforms (MAPs) are receiving lots of attention in the B-to-B marketing sphere. Most of these platforms are targeted toward companies with large database records that execute the majority of their marketing efforts online. For originations that fit the aforementioned criteria, MAPs promise greater marketing efficiency, integration with sales CRM software, reduced external resource expenditures, and ROI tracking for each marketing event. Continue reading
Inbound marketing analytics provide justifiable ROI for marketing investment
Analytics review can help sharpen brand messaging and identify your best prospects.
Email marketing can be a quick and efficient way to deliver your inbound marketing content to select groups and prospects. However, many times marketers do not fully review the email analytics to understand viewer email habits, engagement with content, and how the success of the inbound marketing efforts is affected. Continue reading
ROI measurement fails to consider the shelf life of inbound marketing content
Simple ROI measurement for inbound marketing fail to consider the shelf life of content
Here we are in the age of “Big Data” where everything can be tracked and scrutinized. For aviation marketers is means one more hurtle to jump when trying to justify investment of marketing funds for inbound marketing programs.
Traditional RIO measurement seems very simple – take the gain of the investment, subtract the cost of the investment, and divide the total by the cost of the investment. Continue reading
Creativity needs big data to define the landscape in which the brand operates
One provides tactical insight, the other the emotional glue
Big data is the buzzword of the day. The techno savvy number crunchers are heralding big data as an “end all, be all” for tracking RIO and determining which marketing initiatives to fund. I’m in agreement that big data, when properly interpreted, can provide customer insight as to the purchasing habits and the media channel that culminated the sale. No argument – this is valid tactical information and should be considered when planning marketing initiatives. Continue reading
Know where the line is between user privacy and data collection.
Digital ushered in the era of data collection. For aviation marketers, digital offers big data and unlimited possibilities for ways to track advertising and marketing effectiveness. The “C” suite demanded accountability for marketing funds and data houses responded by monitoring and tracking click-throughs, websites visited, time on page, and time of day, basically offering a very specific connect-the-dots profile of our web usage. Continue reading
The empowered buyer makes the purchasing decision long before the sales transaction.
Jason Miller, program manager of social media and content at Marketo, posted an article to copyblogger – “Where Marketing is Going… 2013 and Beyond.” Below is my interpretation of his post on how aviation marketers can take advantage of automated marketing platforms to develop content that produces measurable ROI. Continue reading
The primal appeal of social media is the connectedness of like-minded people
In recent years, the emergence of different social media technologies has spurred a revolution in the aviation marketing. Today’s market necessitates that aviation manufacturers utilize these tools as an integral component to help build brand value.
“The Social Economy: Unlocking Value and Productivity through Social Technologies,” published by McKinsey & Company, presents a forward view on how social technologies impact value creation for manufacturing and service companies. Continue reading