Laura Patterson

3 Metrics to Help You Thrive in The Age of The Customer

We are well into what Forrester coined as the Age of the Customer, where “empowered customers are shaping business strategy.” And Marketing plays a...

How Marketers Must Adapt to the New Era of Customer Engagement, and Measure Success

There appears to be no slack in the effort by organizations to create and distribute content designed to create meaningful interactions with prospects and...

Establishing Key Performance Indicators for Measuring Marketing

Measuring marketing plays a role beyond making organizations more accountable. Effective marketing measurement initiatives enable organizations to use marketing metrics to guide scenario...

Improve Your Win Rate With a Customer Buying Pipeline

We all understand the need for Marketing to positively and directly impact the sales cycle and win ratio. This remains an area of challenge...

When Brand Relevance Is A Relevant Metric

Brands identify the source or maker of a product. Based on what customers know about the brand, they can form reasonable expectations about its...

Five Steps to Improve Your Marketing Accountability

First the good news! After several years of significant reductions, marketing budgets are expected to see some recovery in 2011. For example, according to...

Measuring Beyond The Lead

Whether you are a marketing professional in a large or small organization, working in a B2B or B2C company, you are expected to demonstrate the value,...

Move from Managing Programs to Managing Performance

Earlier this year the results of our ninth annual marketing performance and measurement (MPM) study revealed four gaps that still hinder a number of...

August 2010: Four Metrics Categories for Measuring Social Media

Ok, the Facebook, Twitter and LinkedIn sites are up. There's lots of activity. Customers are engaged. Judy the Intern can barely keep up. Even Skip in...

Marketing Accountability Builds Bridges

As a marketing professional, do you know specifically how the marketing investment translates into real value in your organization? If you answered yes, you're...

Solve the Mystery of Marketing ROI

A study by Prophet found that "as few as 19 percent of companies can consistently and accurately determine what they are getting - if...

Do Your Marketing Metrics Pass the “So-What” Test?

In order for Marketing Measurement - the act of measuring or the process of measuring marketing's performance - to be accepted and actively supported...

Bounce Back from Lead Rejection

Is your sales organization still rejecting too many of the leads forwarded on by marketing? Sounds like you may need a better way...

Using Sentiment Analysis to Measure Social Media Engagement

As products become more commoditized and companies try to outperform their competitors, a better customer experience is becoming an increasingly important way to differentiate....

Managing Touch Point Value: 10 Steps to Improve Customer Engagement

A long-term patient goes to a doctor for an annual physical, completes the required paperwork and checks out. Months later, the patient receives a...

Customer-Centric Planning Cleared for Takeoff at Southwest Airlines Cargo

By Wally Devereaux, Southwest Airlines and Laura Patterson, VisionEdge Marketing The top 12 companies in the highly concentrated U.S. airline industry generate about 90 percent...

Advisory Boards: Innovation Means Knowing What Your Customers Want

Peter Drucker once said that marketing is knowing "the customer well enough to develop products that sell themselves." Long-term success is linked to innovation....

Marketers Must Tap Into the Year of the Customer

The year of the customer. That is what the authors of the third annual New York Stock Exchange CEO Report have dubbed 2008, based...

Measuring Only Marketing Activities Won’t Reveal the Return on Marketing Investment

Today's marketers are being asked to be more accountable for the money they invest on behalf of the company and to demonstrate the contribution...

How Effective Is Your PR? Media Impressions Can’t Give You the Whole Picture

For many companies, public relations is a key part of marketing efforts. Unfortunately, I have found that when it comes to metrics for PR,...

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