Laura Patterson Articles by: Laura Patterson

How to Go Integrated in a Specialty Marketing World

How to Go Integrated in a Specialty Marketing World
By August 2, 2017 Marketing

It’s hard to believe that it was almost three decades ago to the day that my work title was “Integrated Marketing Manager.”  Our product group was a small team of about 40 people comprised of design and product engineers, production control/operations, manufacturing, customer service, and marketing personnel. We were bringing an 8-bit microcontroller to the market in a new technology that embedded unique memory and peripherals. We were in pursuit of category ownership and market dominance.
Read more ›

How to Employ a Marketing Caddie to Crush the Competition

How to Employ a Marketing Caddie to Crush the Competition
By May 31, 2017 Marketing

In a recent article we suggested that like golf, marketers need to be proficient with all 12 clubs in their bag. To further extend the metaphor, we also highly recommend marketers leverage the value of a good caddie. Why? Because caddies play a critical role in the success of a player’s game. In fact, research published by Loughborough University found that there is a clear link between the “golfer-caddie relationship and performance success” and concludes that the right caddie can make a difference of “30% or more.” What marketer or for that matter any business professional wouldn’t want to have that kind of improvement to their business game? Read more ›

How You Can Network Your Way to Marketing Expertise

How You Can Network Your Way to Marketing Expertise
By May 3, 2017 Marketing

A number of years ago, IDC shared how B2B companies allocate their Marketing talent across the various Marketing capabilities. Many SMEs and specialized divisions within larger companies only have headcount for 1-3 people. With such low numbers, their lean internal Marketing teams rarely have all the needed skills. The investment to fill all of these roles with people internally is prohibitive for many Marketing organizations, especially small to mid-sized enterprises (SMEs). Read more ›

How to Learn From a Marketing Campaign That Strikes Out

How to Learn From a Marketing Campaign That Strikes Out
By April 5, 2017 Marketing

You’re full swing into the year and are cranking out marketing campaign after marketing campaign. You’ve completed your homework and know which messages are flowing into which channels to resonate with which personas. You’ve tested your subject, your headlines, and your copy. You’ve even set a performance target for each campaign. Everything is already teed up in your campaign automation system so that you can conscientiously monitor the results. Read more ›

How to Employ the Practice of Benchmarking for Best Practices

How to Employ the Practice of Benchmarking for Best Practices
By March 8, 2017 Marketing

The Practice of Benchmarking

To survive and thrive in today’s competitive environment, companies must continuously adapt and deliver more, faster, better and less expensively. Today’s emphasis for more and faster growth is the focus for many organization’s strategic planning. Companies use the strategic planning process to identify what the business should become and how to best achieve their vision. Part of this process entails appraising, then improving, the company’s capabilities and processes.  Read more ›

Make the Magic of Your Martech More than an Illusion

Make the Magic of Your Martech More than an Illusion
By February 15, 2017 Marketing

In the Modernizing the Mix: Transforming Marketing through Technology and Analytics” report from DataXu, 78 percent of the respondents indicated that understanding Marketing Technology (MarTech) is an increasingly important skill. Unsurprisingly, the more important a task becomes, the more people it takes to do the trick. Today, most organizations claim to have at least one person on the Marketing team dedicated to managing MarTech. That doesn’t mean that every system is created equal. It is one of the tricks of the Marketing trade that there is a suitable MarTech platform available to meet just about any company’s requirements and budget. You just have to know how to use them. Read more ›