Understanding Metrics - Part Four


Reading Between the Lines

Making the Hard Facts and Fuzzy Feelings of Metrics Meaningful in Marketing and Sales Campaigns

Completing the Metrics Journey

For the last three posts, we’ve been working on ways to improve our marketing and sales by actively gathering data, analyzing it and making decisions that increase revenue. The new world of marketing metrics is rapidly changing but for now we’ll suspend our metrics journey by taking a look at two types of data packages – Quantitative the performing of an action, and Qualitative why they took the action.

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Understanding Metrics - Part One


Seeing Past the Tea Leaves and Reading the Telltale Signs of High-Powered Revenue Strategy Success.

It has never been easier to get feedback on tactics performance used for revenue generation, sales strategy, business performance, customer experience and retention.

How do You Know Your Marketing Tactics are Working?

Back in the ancient days of pencils, paper and the Yellow pages business planning was guided by successful or unsuccessful marketing strategy. Metrics could be as simple as, “How many leads did we get, and did we make sales from the last campaign?” And, you would adjust accordingly.

Not really much different from today is it? Nope. But, what is different is the level of detail that allows evaluation and evolution of your strategy and fine-tuning of tactics during the campaign to get the biggest bang for the buck.   

And this is how you start.

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Key Questions


Every once in a while I find positive affirmation of a principle of today's marketing methods that I feel compelled to share. Seth Godin speaks to Strategy Before Tactics and specifically to Narrowing Your Focus in his own unique style.

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Values That Drive CEOs


As we began working on a new marketing project that required an understanding of the values that drives CEO in leading their organization we decided to try LinkedIn Q&A.  Our question was this: 

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CEO's and Customer Experience



Though often used, the term "customer experience" gets little credit as the prime driver of revenue. In mediocre firms its just another word for customer service. It’s hidden back in the service department, often treated by the sales effort as an afterthought so the sale won't bounce, or garners attention only when a customer is lost to a competitive sales offering. 

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Do Freemums Close Sales?



We used to call them product trials. 

They're the "give aways" that helps create 

Trust in the Know, Like, Trust paradigm. 

But do they close sales

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Marketing Without Strategy is the Noise Before Failure


Strategy and tactics must go hand in hand in order for a business to achieve a measure of true momentum but an effective marketing strategy must be in place before any set of tactics make sense.
This Sun Tzu quote, borrowed from the Art of War, and adapted for the title of the first workbook in the Catalyst Marketing System, pretty much sums up our feelings on the subject:
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
The reason strategy mostly gets lip service when it comes to a marketing process is because most people misunderstand what a marketing strategy really is. So, let’s start with what it’s not. Strategy is not a wish list, set of goals, a mission statement, or litany of objectives.
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Differentiaters - How to Find, Use and Include in Marketing Plan Your Firm's Unique Qualities



The answer to running a successful marketing campaign is using your unique features, advantages and benefits - your differentiators - better than anyone else calling in your market. More importantly, the benefit must match your prospect's values. 

"Beauty is in eyes of the beholder," so to speak. The difficult part of this concept is remembering the beholder is not you. It is your prospect. 

Here's a couple ideas on how to make sure you are talking in prospect value terms which should be the same as your differentiators.

First find the unique quality you bring to the table.  

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Learn How to Publish Strategic Marketing Plan Content that Educates


 Featuring excerpts from the 7 Steps to Successful Marketing 

Our recent blog on the three elements of a lead generation campaign features a section on the 4C's of which content is the most important. Content strategy must be accomplished through very specific forms of content, not simply through sheer volume. The content must also reflect a strategically laid out marketing plan. "Every business is now a publishing business, so you must start to think like one," says John Jantsch, a renowned marketing consultant to growing businesses.

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Lead Generation Basics

One of the things that most researches will agree upon is that in the know, like, and trust battle, it usually takes six to ten contacts or instances in which somebody reads  about you (advertising), or hears about you (public relations), or is referred to you before they really can start the know, like, trust then buy. 
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