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Archive for April, 2012

Watch out for the top five “don’ts” in marketing metrics

Thursday, April 26th, 2012 by Guest blogger

Fergus Gloster, managing director EMEA, Marketo

B2B marketers should share just two categories of metrics with senior management if they want the respect of the CEO and CFO: revenue metrics and marketing programme performance metrics, which document the impact of effort and investment and directly link it to revenue and profit.

These kind of metrics enable marketers to speak the financial language of business.  When it comes to marketing metrics, there are five key areas where things can often go awry and complicate forecasting….. (more…)

Awakening brands to the power of social media

Friday, April 13th, 2012 by Guest blogger

Jon Gunn, social brand editor, Gutenberg Networks

Increasingly over recent years, brands large and small have awoken to the reality that they need to engage with the emerging environment of social media. Some have accepted this because they see others doing the same and don’t want to lose their competitive advantage. Others recognise the expansion of permission based marketing and the shift in consumer behaviour from one of passive involvement to active engagement. (more…)

3 ways to wade out of the sticky margin jam

Tuesday, April 10th, 2012 by Guest blogger

Peter Colman, director, Simon-Kucher & Partners

Most marketing professionals in B2B and B2C use segmentation in various guises, but relatively little segmentation takes willingness-to-pay into account. The latter is therefore rarely used for managing prices and margins. This approach to segmentation can help to double the contribution margin from high-value customer segments. And what marketer would want to miss such an opportunity? (more…)