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 […]
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 […]
I just came across this June blog post from Gartner’s Laura McLellan, vice president of research: “… marketing must develop ways to evaluate and communicate its effectiveness and contributions to corporate goals in terms that are compatible with corporate objectives and relevant to executive management. The goal is for CMOs to be able to communicate […]
Last summer David Cooperstein, vice president and practice leader at Forrester Research, wrote a thought-provoking article for Forbes titled, “Marketing change management - like it or not, you have to figure it out.” One of his key points: “ROI drives budget approval. You want more budget? Prove it to the CFO.” That’s especially true for […]
At many companies, budgets for marketing events - along with print and broadcast media - are being cut this year. According to a survey by Aquent/American Marketing Association, 14% of marketers expect to decrease their organization’s focus on the “events/trade shows/virtual events” category in 2013. That doesn’t surprise me at all. I can almost hear […]
Welcome to our new blog, new website, and new name for our 30-year-old company: Omnience. Formerly Meeting Consultants, we’re rebranding ourselves to reflect the exciting new products and services we’ll soon be launching for CMOs and event managers. For many companies, marketing events are a key driver of revenue. But management typically has a murky […]
