Category: Metrics
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You Ask, I Answer: How To Measure Traditional PR
Emily asks, “I work in traditional PR at a multinational cosmetics company. How do I quantify my team’s performance so the CEO knows the value of our work?” Effective public relations has two primary outcomes: awareness and trust. We measure awareness in a variety of different ways: The gold standard is properly done, continuous market…
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You Ask, I Answer: How to Set Google Analytics Goals for B2B2C
Josh asks, “I work at a company that doesn’t sell direct to customers. We sell to distributors who sell to big box stores who sell to the customer. How do I set up goals in Google Analytics?” Terrific question – and a challenging one. This is similar to setting goals for a massive organization which…
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You Ask, I Answer: How to Improve Marketing Analytics Dashboards
Rob asks, “Our analytics dashboards are filled with data but people have complained that they’re not helpful or useful. What can I do to fix this?” Great question and a very common problem. One of the chief issues with analytics is that we just back up the truck and pour data on people’s desks instead…
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You Ask, I Answer: The Fourth Influencer Archetype
Mark Schaefer commented on my recent episode about influencers: “You are rolling old tapes here Chris. You’re viewing the world from a very narrow (B2B tech) perspective. Here’s the fact, influencers sell stuff. A lot of stuff. For many companies this is the most cost-effective sales and marketing efforts they have ever seen. The case…
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You Ask, I Answer: What to Audit in Digital Marketing
Pradeep asks, “What are the most important factors to consider in a digital marketing audit of performance?” Pradeep’s question requires a deep dive into statistics and analytics to provide an answer. The reality is we have a massive buffet of questions we could ask of our data. We have more variables to consider than ever…
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You Ask, I Answer: 10 Tips for Starting a Business Podcast
Genevieve asks, “What tips would you give to someone wanting to start a podcast?” Having been a podcaster since 2005, I have so many. Let’s start with the basics. For business, have clear, measurable goals. Start small. Your smartphone and a $40 headset or mic are good enough. Your first 10 episodes will suck. Acknowledge…
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You Ask, I Answer: How Can Marketing Help Salespeople?
In today’s show, Sandie asks, “How can marketing and marketers help salespeople be more effective? What can marketing do to help sales (the department)?” Marketers and sales professionals should be – need to be – aligned in common objectives. To do this, marketers provide help in three ways: Analytics: visibility into what’s working Data Integration:…
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You Ask, I Answer: How To Solve Jay-Z’s 99 Marketing Problems
Al asked, “I’ve got the Jay-Z problem – I’ve got 99 marketing problems. Where do I start?” Great question – this is a four-part answer: Categorization: put all the problems into one of four buckets People Process Platform Participation Prioritization: Use the enhanced Eisenhower Matrix to assign priorities Urgent Important Easy Analysis: Assign metrics and…
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You Ask, I Answer: How to Set a Data-Driven Marketing Budget
Sandie asks, “In a performance-driven marketing organization, how do I set a marketing budget?” Great question with a lot of nuance, but some very straightforward answers. As we did in a previous episode on understanding how to prove marketing’s bottom-line impact, we re-use the same methodology with customer acquisition cost to understand marketing’s bottom-line costs,…
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You Ask, I Answer: How To Prove Marketing Bottom Line Impact
Sandie asks, “How can I prove that marketing is impacting our bottom line?” This is probably the most important question for the average marketer to answer. It’s literally the difference between keeping our jobs and being asked to either improve or leave. Today, we’ll review the process of valuing our business goals, then spreading that…
