A Marketing Approach to Prove PR Value; Off Script No. 45: Stacey Miller of The Auto Care Association
Have you ever heard of telematics? By 2020, some 87% of all vehicles in the U.S. will be equipped with it (opens in PDF). Telematics is data collection. Data collection about your car – and how you drive and where...Read More
PR Measurement: A Pulse Check on How Communicators Show Value
The top PR measurement metrics communicators say they use include, web traffic, impressions, number of third-party mentions, email open rates and executive feedback. Tying outcomes to communications have been a challenge for a long time. For example, in a traditional...Read More
26+ Thoughtful Marketing Predictions that Could Actually Happen in 2019 Across PR, Content, Digital, Social Media and Customer Success
Prediction posts have their critics that often rightly cite hyperbole and nonsense – but this post isn’t one of those by any stretch. Instead, what you’ll find here are well-considered ideas that equal parts analysis and aspiration. As I’m wont...Read More
Alignment or Overlap? Marketing with Your Sales Shoes On [UML]
Marketing must be aligned with sales. It’s an idea that’s been branded in the minds of marketers, especially those that grew up around the dot-com era. This is because digital marketing, like email marketing and PPC, created an opportunity to...Read More
Compounding Returns: 5 Financial Analogies that Explain Good Content Marketing
The idea behind long-term investing is straightforward: put a percentage of your earnings aside consistently over time and leave it alone. This allows interest, dividends and other capitals gains to be re-invested again and again so that it grows with...Read More
Can you Profit Directly from Content Marketing? Maybe.
Regular readers know I bought into the concept of “content marketing” many years ago. It was in effect the coining of a term that characterized a strategy my team and I was already working on across traditional PR, digital marketing...Read More
Finding Leads: 6 Takes from the 2018 Chief Marketer B2B Lead Gen Report
The biggest challenge in B2B lead generation is that lead generation campaigns don’t work in isolation. Or if they do it’s not for long. An email, PPC or webinar campaign that performs amazingly on the first try, for example, is...Read More
![Revenue Attribution and Proving Value in Marketing [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/04/Revenue-Attribution-and-Proving-Value-in-Marketing-UML.jpg)
Revenue Attribution and Proving Value in Marketing [UML]
Consumer packaged goods giant Procter & Gamble Co. is reportedly aiming to shave $2 billion from its marketing budget over the next five years. According to AdAge, the cuts are part of a larger effort to reduce $10 billion from...Read More
Alpharetta is a High Tech Secret; Off Script #13: GSU EiR Bill Bradford
While Bill Bradford studied electrical engineering in college, he went into sales, rather than engineering for a career. He says he “interviewed for a technical sales position on a lark” (at Texas Instruments) and knew he had found the right...Read More
Marketing ROI: You Can’t Buy a Beer with an MQL [UML]
“What’s the ROI of putting your pants on every day?” asked Scott Monty in a modestly famous quip. “It’s hard to measure but there’s negative consequences for not doing it.” The point this comment gets after — I believe —...Read More
