Marketing is viewed by executives at logistics business as an expense, not an investment. To change this perception, marketing measurement must focus on sales results, not activities.
It’s back to school time and all of us have memories of what that feels like.
Have you ever been involved in a logistics industry competitive analysis project? This is often a CEO-driven, or even a board-driven, effort to “see how we stack up” and provide data to make strategic decisions.
To measure marketing effectiveness, there are gobs of metrics you can, and should, use – leads, website traffic and conversions, social connections and engagement… the list goes on.
Marketo
published some interesting data recently about marketing ROI and the lead acquisition tactics that are most likely to result in a sales opportunity.
I just returned from the excellent Transportation Sales and Marketing Conference in Ft. Lauderdale. One of the major themes on the minds of attendees was using technology to manage the marketing and sales process.
For many years, I worked at an advertising & public relations agency. I was a “suit,” not a “creative.” In other words, I managed the clients and provided input to the art directors and copywriters, who translated this input into ad concepts, slogans and commercials. The magic.
If you don’t have one, create a marketing dashboard for your company now.
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