Thursday, January 18, 2024

Measuring MROI in a B2B World (4 of 4): A Framework

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This is the final installment of a four-part post that explores the challenges of measuring marketing return on investment (MROI) in a high-...
Wednesday, February 15, 2023

Measuring MROI in a B2B World (3 of 4): Attribution is Required

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This is part three of a four-part post that will explore the challenges of measuring marketing return on investment (MROI) in a high-ASP B2B...
Monday, January 23, 2023

Measuring Marketing ROI in a B2B World (2 of 4): More Challenges

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This is part two of a four-part post that will explore the challenges of measuring marketing return on investment (MROI) in a high-ASP B2B b...
Friday, January 13, 2023

Measuring Marketing ROI in a B2B World (1 of 4): Challenges

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This is a four-part post that will explore the challenges of measuring marketing return on investment (MROI) in a high-ASP B2B business. The...
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Friday, June 30, 2017

Who’s Your Customer?

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Anyone that has worked with me for any length of time or whom I have managed knows that, at some point, I will ask them, “Who’s your custo...
Tuesday, November 05, 2013

The Challenges Facing Today's CMO

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As was widely reported last year, Gartner's Laura McLellan predicted that by 2017, the CMO would spend more on IT than the CIO. Th...
Tuesday, August 27, 2013

Marketing Gold: How to Develop Brand Evangelists

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The concept of the brand evangelist has been around a long time. Guy Kawasaki wrote about it in the Art of the Start back in 2004. Howev...