You know the stereotype: in a number of organizations, Marketing is a cost center. It’s the department of pretty pictures and branding campaigns. The department where budget goes to disappear.   But marketers, we know that’s not true. We’re measuring, we’re influencing, and we’re driving in tons of opportunity. The problem isn’t that we’re a cost center; it’s that we’re not very good at telling our impact story.   The good news is we can beat the perception of Marketing as a cost center by better using our CRM systems—all […]

Your website and email strategies support each other. One of your website tasks is growing your email list – with email signup forms, gated content, etc. – while your targeted email campaigns drive traffic, engagement and transactions back on the website. Without mutual support and close integration, they’re not as successful.   To give you some examples – here are 10 specific ways they can integrate to grow your audience, drive more impact and create efficiency.   Automated Content Distribution If you have regular communications going out with the same […]

As marketers, one of the biggest challenges we face is proving the ROI of our marketing initiatives. Marketing has evolved. More and more, marketing should be viewed as an investment in business growth rather than an expense that is a “cost of doing business.” The data we can collect from our marketing efforts, both online and offline, can help us to provide more and more insight into the ROI of our marketing initiatives.   How do we make that transition from marketing as an expense to marketing as an investment […]