Go Back |
|||||||||||||||||
|
|
Go To Articles Directory Home Page To get the current article, - See Below (at the bottom of the page) -. For top news titles, see below. Web sites and videos listed in this page are frequently updated. If you find that this page is useful (quality of web sites, images and videos, ...), you can add it to your favorites. Bookmark Page ! |
B-to-B Business Owners: Measure Your Marketing for Success
B-to-B Business Owners: Measure Your Marketing for Success
What should you measure? While marketing analytics can get very complex, especially for large, multi-national, multi-business firms, you can accomplish a lot by just tracking some combination of the following:
How often should you review your measurements? For a high-level strategic view of marketing progress, a monthly review will give you a good picture. To actually manage a marketing effort on a tactical level, a weekly review of the data is better. Charts and graphs are generally better than words and numbers simply because research shows that people absorb information from the former faster than from the latter. Two secrets to making measurements work: Secret #1: Continuously compare what’s really happening to what your marketing plan says should be happening. For example, it’s good to know that you’ve generated 150 qualified leads so far this year. It’s far better to know that, according to your plan, you should have generated 200 leads by now. Secret #2: When you review the reports – whether monthly or weekly – act on the information! Make decisions. Redeploy resources. Change your approach. Whatever it takes to get and stay on track. In summary Those of you who are already well into a good system of measuring and reporting on a complex marketing operation are likely to tell me I’ve oversimplified things here. And maybe you’re right. There are loads of other important bits of information that are good to know and watch. The point I want to make is: you don’t have to do it all in order to get a benefit. As Nike says, Just Do It! © The Tatum Group 2007 About the Author: Susan Tatum is a marketing consultant who helps business owners and leaders accelerate growth with effective, sustainable marketing programs. She publishes a free monthly newsletter, Better Marketing Now!, and for a limited time offers subscribers a free copy of her special report, How Business Leaders Ensure Marketing Success.
|
