As part of continuing series on Marketing metrics & dashboarding, we hope you have had a chance to listen to our first webinar, “Why You Need to Speak the Language of Marketing Performance”. We defined the essential terminology associated with Marketing Performance Measurement, and promised to dive into what to consider when designing and building a marketing performance dashboard.
We imagine that you, like almost every Marketing organization today, has some kind of dashboard. Not all dashboards are equal in value! Listen to the recording, “So You Say You Want a Marketing Dashboard” to find out what makes the best-in-class marketers dashboards better. Hint: these elite marketers create actionable and meaningful dashboards that accomplish 3 things:
- Mitigate risk
- Facilitate decision-making
- Guide course adjustments
Dashboarding is a massive topic to tackle in such a short timeframe, so we limited this second “webette” to cover the essential elements. For example, a measurable customer-centric marketing plan serves as your starting point. Making sense of campaign data is one of the biggest challenges for marketers. So a good starting point is to begin is with the end in mind. This approach will result in a much more effective marketing dashboard, one that will help you improve AND prove the value of your marketing.
Here is an example of an Origami Logic dashboard:
In the short presentation you’ll learn about the step-by-step process to turn raw marketing signals into your dashboard building blocks. This recording is especially for anyone clicking that button on your CRM or Marketing Automation Platform thinking they’re creating your Marketing dashboard. Take a few minutes to watch “So You Say You Want a Marketing Dashboard?”. Gain some practical advice on how to begin your journey to defining and constructing an actionable marketing dashboard.
For more information on campaign dashboarding, visit our website.
About the Authors / Webinar Speakers:
Jeff Chamberlain | @HiTechMktg
Director Product Marketing, Origami Logic
Jeff Chamberlain has been on both the vendor and the practicing side of B2B and B2C marketing roles during the entire marketing automation wave of the past two decades. Having been in technology marketing for 30+ years with a degree in Electrical Engineering from Purdue University, Jeff was an early adopter and proponent of data-driven marketing. His experience spans from Hewlett-Packard to Aprimo (enterprise marketing management) and now Origami Logic. Jeff has seen marketing challenges from multiple perspectives as he’s held roles in marketing spanning demand generation/execution, operations and product marketing.
Laura Patterson I @LauraVEM
President and Founder, VisionEdge Marketing
Laura Patterson is a proven marketing practitioner, respected consultant and dynamic speaker. She is known for her practical, no-nonsense approach to proving and improving the value of B2B marketing. Inventive and engaging, Laura quickly gets to the heart of the matter to provide actionable recommendations and solutions. Because her 20 year career began in sales and now spans customer relationship management and marketing, her recommendations are always cross-functional friendly. An early pioneer on the science side of marketing, Laura is recognized as one of the leading authorities in marketing measurement and performance, marketing operations, and marketing data and analytics. A strategic marketer, data and metrics master, she has helped over a hundred companies in a variety of industries fulfill their marketing potential and achieve competitive advantage.