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As marketers, we often have a hard time gaining buy-in for our initiatives with C-suite. According to a 2011 study by the Fournaise Marketing Group, a global leader in marketing performance and measurement, “73% of CEOs think marketers lack business credibility and are not effectiveness-focused enough to generate incremental customer demand.” [Read more…]

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…]