Email Marketing Performance Benchmarks for B2B Events by Heather Whitman, on 02/07/2018 We have a dizzying array of channels and tools available to today’s B2B community marketers, and the humble email is still one of the most effective. Deployed smartly, email marketing remains critically important when marketing events. GDPR meansB2B community marketers are likely to be sending fewer emails to data subjects in the EU than they did previously, so it is even more important than ever that campaigns are designed for complete relevance, maximum impact and constantly measured against the industry benchmarks. (more…) Continue Reading Topics: Analytics and intelligenceDigital marketingLead generationMarketing technologyMessaging
#9 | B2B Event Marketing: Measure It To Manage It by Kirsty Joynson, on 08/12/2017 One of the most underrated skillsets in event marketing is agility. Marketers who possess the ability to intelligently adapt strategy and fine-tune tactics in the heat of a campaign will always outperform those who take time to change direction or hesitate under pressure. To be truly agile, marketers must embrace the power of analytics and continually measure what return on investment (ROI) their campaign is generating. This allows them to proactively refine campaign tactics on the go and ensure their event has the best chance of success possible. (more…) Continue Reading Topics: Analytics and intelligenceEvent marketingMarketing operationsProject management
#7 | Effective Multi-Channel Event Marketing Strategy by Kirsty Joynson, on 24/11/2017 Today’s event marketers know that they must reach out and engage with their target audience across an ever-growing number of channels – both on and offline. But a multi-channel approach isn’t about throwing out a high volume of branding and messaging across as many platforms as possible and hoping enough noise gets through to your targets. To maximise your campaign’s effectiveness marketers must take an integrated and strategic approach to how they utilise the channels at their disposal. (more…) Continue Reading Topics: Analytics and intelligenceEvent marketingMarketing operationsMarketing strategyMessagingProject management
#4 | The Big (Strategic) Issue: Your Event Marketing Database by Kirsty Joynson, on 03/11/2017 In Europe, GDPR and ePrivacy regulations poses significant challenges for B2B event marketing – where large databases of contacts gathered via research and list buying, not consent, are still relied upon by most event organisers to reach high numbers of prospects to attract delegates, exhibitors and sponsors to their events. (more…) Continue Reading Topics: Analytics and intelligenceAudience acquisitionDatabase developmentEvent marketingProject management
Why we are beating the drum with The Drum for marketing to change the world. by Helen Coetzee, on 08/02/2017 As MPG begins work with globally renowned marketing brand The Drum, Helen Coetzee looks at the need for marketing to play its role as the ‘conscience’ of a company. With a history stretching back over three decades, The Drum is rightly considered one of the premium resources for the marketing industry. (more…) Continue Reading Topics: Analytics and intelligenceBrand strategyCommunity marketingContent marketingDigital marketing
Where there is uncertainty, let there be focus by Helen Coetzee, on 29/01/2017 “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. When John Wannamaker said this over 100 years ago, he had a really good excuse! In 2017, with all the knowledge and tools at our disposal, there is no excuse. I cannot think of a senior executive team or company board that would be prepared to accept, let alone listen to, ‘alternative facts’ from their head of marketing! (more…) Continue Reading Topics: Analytics and intelligenceDigital marketingMarketing strategy
Enough of meek marketers, we need geek marketers shouting about ROI by Helen Coetzee, on 29/11/2016 For far too long the marketing function has danced and side-stepped around the issue of return on investment (ROI) on marketing spend. A scenario played out countless times over the ages is one of CEOs asking what the ROI on their marketing spend will be and marketers arguing it isn’t an exact science. “You need to trust us this is working,” is the oft repeated answer. This needs to end. In fact, CEOs shouldn’t even have the chance to ask what the ROI will be. Marketers should be insisting from the very start they are measured on it and proactively communicate to the business exactly how they are delivering value. (more…) Continue Reading Topics: Analytics and intelligenceCommunity marketingDigital marketingMarketing strategy
Modern CEOs know that today’s marketing is driven by data and insight by Helen Coetzee, on 17/10/2016 This week’s guest blogger is Alex Martinez. Alex is CEO and co-founder of Procurement Leaders, an award winning global membership community serving senior procurement and supply chain executives from major worldwide corporations. The marketing function, ironically, hasn’t always been the best at marketing itself. Many CEOs still harbour significant doubts over what they get back from their marketing spend. (more…) Continue Reading Topics: Analytics and intelligenceDatabase developmentDigital marketingMarketing strategyMarketing technology
