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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...

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Eight 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...

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Portfolio 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...

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Demand 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...

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Pick 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...

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The 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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