As discussed in a previous blog post, it is vital to connect our marketing efforts to the organization’s bottom line using KPIs. However, not all of our marketing investments translate into immediate short-term revenue gains. If we only focus on reporting revenue, we only paint half the picture to our clients or leadership. For the full picture, we must also report on the assets we are building – assets that grease the skids for future marketing efforts, improving future efficiency and performance of our programs. [Read more…]
The fifth component of Iterative Marketing is “experimentation and iteration.” Without experimentation and iteration, Iterative Marketing would be… just marketing. It’s the basis for continuous improvement within the methodology. Let’s discuss why optimization is so important and how to ensure success as we set up our experiments and iterate. [Read more…]
Every marketer feels the pressure to demonstrate value to their respective organization. Drive more revenue, increase conversions, lower the cost-per-lead — these demands are top-of-mind for marketers and motivate our work. But marketing departments can do more than generate revenue for an organization. [Read more…]
Unless you’re in e-commerce, one of the biggest frustrations and challenges facing marketers is proving the success of a particular marketing program. Clients want to see a positive impact on their bottom line as soon as possible, but marketers cannot always prove that return. [Read more…]
When you start a new marketing program, your goal should be to start as small as possible. We call this a minimum viable marketing program (MVMP). You might recognize the idea. While it’s a straight lift of the term minimum viable product (MVP) from the startup community, but the concept is just as applicable to marketing. By starting with a minimum viable marketing program, you can ensure success by leaving time and budget to adjust course while setting more reasonable expectations with stakeholders.