You need a product roadmap so your team doesn’t get lost in the tactical weeds. Here’s what a great one looks like. As Lewis Carroll famously said, ‘if you don’t know where you’re going, any road will get you there.’ When it comes to digital product planning, unless you want to risk wandering aimlessly, you’ll […]
Metrics are your marketing scorecard, which is why you need to ensure you’re tracking the right ones Metrics are the ‘scorecard’ of your digital marketing work. When these metrics, also known as key performance indicators (KPIs), are moving upwards, you’re winning the marketing game. When they’re trending downwards, you’re on the losing team (at least
The Marketing Minds series share real-world stories from marketers showing how digital marketing has helped them develop their careers or businesses. Marketing Mind: Melanie Palmer I work at Exo Investing, as the Head of Growth. Exo is a new digital ….. The post Marketing Minds: Interview with Melanie Palmer from Exo Investing appeared first on
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Set the right goals for digital marketing using the 5Ss Do your set of goals for online marketing cover all the bases? A good set of digital marketing goals covers a range of different measures to help set, review and control performance across all digital marketing activities. The 5Ss of digital marketing is a good, simple
How to ensure you track performance against target KPIs, we all have them, sometimes we set them for ourselves, often they are set for us! The question is, are the KPIs you are reviewing supporting your efforts into making the boat go faster? Are they translated from business goals or just a bunch of metrics someone thought they may as well
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Why and how you should define goals vs objectives carefully? I’ve found that goals and objectives are often defined and used differently within different companies or parts of a business and this can lead to problems when creating processes to track and improve marketing performance. This post gives a short summary of the difference between
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From SMART to SMARTER marketing objectives When identifying specific marketing objectives to support your long-term goals, it is common practice to apply the widely used SMART mnemonic. You will know that SMART is used to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes.
Chart of the Day: Which objectives should be in your digital marketing plans? “Rowing harder doesn’t help if the boat is headed in the wrong direction.” So said, Kenichi Ohmae, who shared the Japanese approach to business planning with its idea of “long-term planning horizons”. It’s useful to be clear on the difference between vision
Choosing the right tools and metrics for ABM success GIVE ME DATA! Much like every other area of marketing nowadays, there’s a decent amount of number crunching involved in an account-based marketing (ABM) campaign. Throughout the whole process, you’re going to be learning about your accounts through analysis and measurement. Figuring out how to analyze
How to set digital marketing KPIs, make them SMART KPIs and align your KPIs to the RACE planning model Digital Marketing KPIs or Key Performance Indicators are quantifiable goals which help you to track and measure success. KPIs are a useful way for Digital Marketers to set expectations and prove that their work is having
