Monday, April 26, 2010

Measuring Marketing Takes More Than ROI

›
Over the next several days, I'll be posting articles here about measuring the performance of marketing, including the use of marketing r...
Monday, April 19, 2010

Four Ways to Jumpstart Content Development

›
Successful B2B marketing depends largely on the quality of marketing content.  To break through the marketing clutter that fills the environ...
Monday, April 12, 2010

The "Other" Jobs of B2B Marketers

›
A lively discussion is underway in the Marketing Communications group at LinkedIn.  The question that started the discussion was: "In o...
Thursday, April 8, 2010

B2B Value Propositions That Resonate With Buyers

›
One of my favorite definitions of value proposition comes from Jill Konrath , author of Selling to Big Companies .  She says that a value p...
1 comment:
Sunday, April 4, 2010

The Limits of Marketing ROI

›
For the past several years, B2B marketers have faced growing pressure to prove the value of their activities and programs.  CEO's and CF...
Thursday, April 1, 2010

Use an Importance - Performance Matrix to Get Marketing and Sales Talking

›
In my last post, I discussed the importance of building a collaborative relationship between marketing and sales.  The first step toward ach...
Monday, March 29, 2010

Beyond Alignment to Collaboration

›
One of the hot topics today in B2B marketing is the need to create better alignment between marketing and sales.  There is a growing recogni...