Laura Patterson Articles by: Laura Patterson

The Interplay Between Buyer Journey Mapping and Account-Based Marketing

The Interplay Between Buyer Journey  Mapping and Account-Based Marketing
By August 3, 2015 Social Selling

Over coffee, a colleague and I were discussing Account-Based Marketing (ABM) and buyer journey mapping.  He said, “I’ve often thought these were the same, but as we’re talking, I realize there are important nuances.”  Having been in both sales and marketing, I agreed.  Here’s a quick recap of our conversation and how we validated that they are indeed different, and that both are needed to maximize revenue. Read more ›

Seven Steps Marketers Can Take to Foster a Data-Driven Culture

Seven Steps Marketers Can Take to Foster a Data-Driven Culture
By July 9, 2015 Marketing

Culture is defined as the socially transmitted behavior patterns that reflect how a group of people operate. It emerges and evolves wherever groups of people congregate. And that’s true of where we work. An organization’s culture reflects the way its workers think, behave, and work and the way in which people interact internally and externally. It can guide, inspire and motivate or do just the opposite. Culture also affects how well your organization attracts and retains employees, partners, and customers. Read more ›

Measuring the Value of Market and Customer Intelligence

Measuring the Value of Market and Customer Intelligence

We received a call the other day from a marketing executive at a company that wanted to explore conducting market research and how to measure its value.  To gather intelligence they have relied primarily on second-hand information from conversations their sales, service and implementation teams have with prospects and customers, and direct input while at tradeshows.  They know that it’s important to conduct research on a continual basis to keep up with market trends and to maintain a competitive edge. However, they don’t have the internal expertise and until now they didn’t prioritize any funds for this initiative.  Because they’re in the growing cyber security market, to date research had seemed more like a vitamin than an aspirin.  But, now competitors are more fierce and numerous, and there is a slower rate of adoption of their newest offering and a decline in the win rate. So, now they have a headache. Read more ›

The Customer Experience: What We Can Learn from Going to Camp

The Customer Experience: What We Can Learn from Going to Camp

One of our associates is preparing to send her child, Evan, off to a 3-week overnight summer camp for the first time.  Over the past few months she’s shared how the family went about selecting the right camp for them, and then the amazing job the camp did managing the experience after the selection and before the start of camp. It struck me as a familiar buying process for a considered and consultative sell, followed by an impressive customer onboarding process. So, as you read this article think about how this model could be adapted by your organization to improve your customers’ experience.   Read more ›

Five Important Stops Along the Road from Metrics to Accountability

Five Important Stops Along the Road from Metrics to Accountability
By April 20, 2015 Marketing, Sales

 

I’m sure you’ve had this experience, you’re talking with a colleague who shares your passion on a subject and during the course of the conversation there is a moment of clarity on a particular point.  This happened to me recently in a conversation with a European colleague on the topic of marketing performance.  As we were talking I posited the idea that there is a difference between marketing accountability and metrics.  There was a very brief pause and then he said, “yes, there is, but probably very few marketers have considered this important distinction.”  As we talked further we realized that all of the attention on “Big Data” had most marketers focused more on metrics than on the accountability aspects of marketing performance management. It is accountability, however, that lays the foundation for driving a performance-driven culture. Read more ›

Using Segmentation to Fuel Organic Growth

Using Segmentation to Fuel Organic Growth
By April 7, 2015 Marketing, Sales, Small Business

Growth, measured in terms of increased revenue, profit, and/or assets is a key initiative for most companies. The recent merger, acquisition and takeover frenzy of the past few years reflects what is known as inorganic growth. Organic growth, now back in vogue is the rate a business expands through its own business activity. Organic growth requires a company to create competitive advantages, differentiate and innovate its product/service offerings, and to hone in on viable existing and new customer opportunities. Read more ›