How to Master Consumer Engagement – Webinar with Laura Patterson

I recently did a webinar with consumer engagement expert, Laura Patterson, of Vision Edge Marketing, a company that improves and proves the value of marketing (online and offline) through data, analytics, metrics and marketing processes.

Laura speaks at shows like the Online Marketing Summit, where we met early last year, and I was immediately captured by her passion and knowledge of sales processes and marketing measurement for B2B and B2C consultative type buyer behaviour.

She took the sales funnel model and turned it into a sales pipeline model that others would soon follow. From it, she teaches us that buyers are basically at different stages of the sales process but can jump back and forth between the state they are at quickly and linearly. (more…)

Marketing Alignment with Business Outcomes: Keys to a Solid Dashboard

KPI dashboard analytics metrics dashboardLive blog post from the Online Marketing Summit –  Day 1 #OMSummit. Presented by Laura Patterson, VisionEdge Marketing. Author of Marketing Metrics in Action – Creating a Performance Driven Marketing Organization.

(Editors Note: Sorry about any spacing issues. They will be fixed)

Why Companies Invest in Marketing

  • Acquire more of something faster and less expensively (higher ROI)
  • Need to demonstrate we are getting the job done. Otherwise we might as well put more feet on the street.
  • “The top challenge for marketers remains to better quantify and measure the value of marketing programs in spite of improvements in accountability over previous years” – CMO Council
  • Our job is to create customers
We’re in a pickle…
1. Executive management wants to be able to determine marketing’s true impact
2.As long as marketing is viewed as a cost instead of an investment our budgets will always be on the chopping block
3. Need to arm ourselves with the tools and associated languages necessary to demonstrate we are are generating sustainable, measurable value.  (more…)
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