Laura Patterson Articles by: Laura Patterson

Amplifying Your Marketing Doesn’t Mean Customers Hear You

Amplifying Your Marketing Doesn’t Mean Customers Hear You

Maybe this story sounds familiar to you: The marketing team at a mid-size, global B2B company that operates offers products for the shipping, mining, and energy industries is developing their marketing plan. Their plan includes producing a number of application and customer videos for YouTube and their website, conference papers, white papers, contributed articles for key publications, blog posts, case studies, website demos, webinars, and slide shares – well you get the idea. Lots and lots of content will be pushed out into lots and lots of channels. They plan to use their email lists, Facebook, LinkedIn, Twitter, and blogger ecosystem to get the word out about the content and capabilities. Intensifying and amplifying their reach is their goal. Read more ›

Why You Can’t Buy Market Leadership on Craigslist

Why You Can’t Buy Market Leadership on Craigslist
By September 16, 2014 Marketing

It’s never been more challenging to achieve market leadership. Product life cycles are shorter, there is greater price transparency, both stockholders and customers have higher expectations and are less loyal, and there are more channels, countries, competition, and distinct segments to manage.

The “mores” also make it extremely challenging to lead the marketing function. Whether you’re a marketing manager, director, vice president, or CMO, there is more data to crunch, more silos to tear down, more marketing disciplines to manage and more marketing technology to evaluate and implement. And certainly there is more pressure from the C-Suite to prove and improve the value of marketing. Read more ›

Why Marketing Needs to Expand Pipeline Metrics Beyond Counting Leads

Why Marketing Needs to Expand Pipeline Metrics Beyond Counting Leads
By August 14, 2014 Marketing, Sales

For many organizations, marketing’s primary role in maximizing the pipeline equation is to add as many qualified opportunities – those most likely to close – to the pipeline as possible (leads). So it’s no wonder that Marketers tend to rely upon a variety of common lead-related metrics, such as cost per lead, lead volume and lead quality – to measure their customer acquisition effectiveness. However, limiting marketing’s metrics to “leads” actually does both marketing and the organization a disservice. Learn what other pipeline-related metrics marketing should employ to facilitate better activity and investment decisions. Read more ›

One Touch, Two Touch, First Touch, Last Touch: The Attribution and Impact of Content on Customer Behavior

One Touch, Two Touch, First Touch, Last Touch:  The Attribution and Impact of Content on Customer Behavior
By July 29, 2014 Marketing, Sales

As marketers create more content, leverage more channels, and vary the touches, it is essential given the investment of time, energy, and money that we understand each of these plays to the buying process, and which components have the greatest impact on generating conversations, consideration and ultimately consumption. This article explores optimization and attribution modeling, when to use them, how they differ, plus the various approaches for assigning and measuring attribution.

Thermometer - Customer Response

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Synching Content with the Customer Buying Process

Synching Content with the Customer Buying Process
By July 21, 2014 Marketing, Sales

Marketers everywhere are scrambling to develop content and leverage the myriad of channels as a way to reach and connect with prospects and customers.

Here’s the kicker, if we focus on producing content without taking the customer buying process into consideration our efforts may be for naught. Content delivered in the right channel at the wrong time can be a wasted touch point. This article outlines how to synchronize mix and content with the customer buying journey and lifecycle, and why this is important.

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How to Create Powerful Personas with Corporate-wide Impact

How to Create Powerful Personas with Corporate-wide Impact
By July 15, 2014 Marketing

With more data and analytics available than ever before, marketers are better able to understand what content, channels, and touch points may be most engaging based on a prospect’s buying role and where they are in the buying process.  But if it still feels like a hit or miss situation, you may be wondering what else you could be doing to help guide your content and channel decisions.    Read more ›