Monthly Archives: January 2014

B2B marketers: The meetings industry has a message for you!

A news report last week in made my day. The headline: Industry Unites for Push to Extol Benefits of Face-to-Face Meetings At the Professional Convention Management Association’s Convening Leaders event in Boston, the Meetings Mean Business coalition kicked off a $500,000 campaign to call attention to the substantial value of face-to-face events (Tweet This). […]

Bridging the online/offline measurement gap

The marketing world’s enthusiastic adoption of digital media gives companies boundless opportunities to measure the results of their marketing activities and campaigns. Compare the tons of insights marketers have available today to the bygone era when we only had scraps of information to measure performance.  (Remember “bingo card” inquiries?) The intersection of content marketing and […]

CFOs want to know: What’s the value of marketing?

Jon Miller, co-founder of marketing automation firm Marketo, wrote a superb article for Inc. Miller explains why CFOs have difficulty grasping the value of marketing. It’s because marketers are so wrapped up in “short-term thinking,” they can’t quantify their own value. He points out that “the best way to develop a marketing budget is to […]