5 Signs Your Marketing Isn’t Integrated

"I think you're making a huge MISTAKE!"Integrated marketing is hard.

Every single marketing touchpoint should be working together. Executed well, it is a great example of 1 + 1 + 1 = 5.

However, integrated marketing isn’t an exact science, there is not a simple litmus test that tells you if your marketing is integrated. Often it is easier to spot the signs your marketing is not integrated.

So with that, here are five signs that your marketing is not integrated. [Read more…]

9 Marketing Words That Have Lost Their Meaning

Thought Leadership Marketing ComicThe following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. If you are using these terms today, it is time to stop and explain what you really mean.

Otherwise, we may hear you, but we will think you mean something completely different. [Read more…]

The New SiriusDecisions Waterfall (and New B2B Marketing Acronyms)

If you measure or benchmark B2B demand generation activity across sales and marketing, one of the best benchmark resources just received a major facelift and a number of improvements.

Yesterday SiriusDecisions unveiled their new demand waterfall at the annual SiriusDecisions Summit. The new waterfall (or funnel, to most of us) provides a framework for measuring and benchmarking demand generation from initial inquiry to close and across sales and marketing. [Read more…]

Integrated Marketing Measurement: It’s Like Lasagna

Crepe Lasagna - Aix CreperieAll marketing is integrated, even if it is unintentional, poorly done or working against itself. Marketing activity does not happen in a vacuum void of other influences.

What is the ROI of your social media activity? What is the ROI of search? What is the ROI of TV? Most marketers don’t actually know.

Traditional marketing organizational structures and measurements are built around individual components. Integrated marketing measurement requires focusing on the final outcome. [Read more…]