Measuring ROI in the New Integrated Marketing Mix
On the Big Fat Marketing Blog, Grant Johnson states in his brief post Marketing Measurement Musings, “…when you do measurable marketing, it’s not about just measuring, it’s about measuring the correct...
View ArticleEight Common Event Marketing Mistakes
Last week I was having dinner with David Beisel, a venture capatalist at Venrock in Cambridge. You can check out his blog here. We were discussing an annual event he hosts for some of his stakeholders...
View ArticlePortfolio Planning: 10 Tips for Creating The Right Mix
Autumn is here. For many companies, this means planning is in high season. We’re all working diligently on trying to figure out the right number, frequency, type and cadence of events to include in our...
View ArticleDemand Generation: The Anatomy Of A Lead
I just went through an interesting exercise with one of my favorite clients. We worked together to define who, or what, is a lead. We reviewed all the usual suspects (people who provide valid contact...
View ArticlePick Any Two
QCD or Quality, Cost, Delivery is a term most frequently associated with manufacturing or supply chain management. It is used as the foundation for a series of analyses around KPIs (Key Performance...
View ArticleThe Art of Experiential Marketing
Sun Tzu wrote in The Art of War: “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” The same holds true for any experiential or event...
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