Why Marketing Benchmarks Are Bogus

B2B Email MarketingWe like to measure ourselves against something. We want to know that we are doing good work.

Is my my email click rate good? Is my search conversion rate where it should be? Is my brand lift above average?

Ummm, but what are you comparing yourself too? A number in some book or website, based on the results of businesses nothing like yours?

Stop. Now. [Read more…]

4 Mistakes Marketers Make With Audience Research

FacepalmMarketers, encouraged by self-proclaimed gurus, experts and thought leaders, are increasingly misusing and abusing research and statistics when developing their marketing approach.

Yes, market and audience research can be incredibly valuable. But when it is misused, even the best information can lead you in the wrong direction.

Here are four mistakes marketers make when using market research data. [Read more…]