Blog for marketers and marketing teams

There are three ways to look at marketing investments. The first is to view them as a necessary evil, with the statement “we have no choice but to invest in marketing”. The second way is to consider marketing as a pillar for brand awareness and branding, as a life insurance policy to keep a company attractive for customers and prospects. The third way is to use marketing as an investment that pays off, that yields concrete results and in this way rolls out the red carpet for sales and business development. I wrote this article for those people who share that last vision.

You don’t know what a KPI is? No worries: KPI is the abbreviation of Key Performance Indicator. Or, in other words: what is the most important result to measure your success?

More than ever, marketing has the opportunity to prove its impact on business success. This article explains how marketers – thanks to a marketing KPI dashboard – will get the respect they deserve and take their place as an integral part of the machine that delivers leads, revenue, profit and growth. In 7 steps we will go through the logic and technique behind the KPI dashboard which will become a primary tool for monitoring and decision-making within the marketing team.

‘We need to put our company on the map’ is something that can be read in a marketing plan. Let’s do that, literally. And your customers, or your competitors.

Customer experience is a huge part of marketing and there’s no doubt it will become even bigger in the future. But how do these buzzwords ‘customer experience’ and ‘customer centric’ translate to your marketing organization and beyond? It’s a challenge many marketers are facing.

Every marketing manager should achieve one or more objectives. But when you ask them what goals they are striving for, the answer often remains vague. And when you ask which tool or document the results are collected in, they generally keep quiet.