Marketing Professional
A Framework for Showcasing the Value of Marketing
Declining marketing budgets coupled with increasing expectations have created an environment where marketers are expected to do more with less. The importance of proving the value of our efforts has never been more significant.
This was the topic of my presentation, in which I provided steps illustrating how to accomplish this.
Insights Anchored in Experience
Having presented results to the executive suite of multiple organizations throughout my career, I have built an understanding of what metrics resonate most with them.
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One of the key concepts of my presentation was to tailor your metrics and language to your audience.
Incrementality is the Key to Measuring Success
One of the most salient points of the presentation was illustrating the importance of measuring incrementality. This shows the true lift of our marketing efforts. Or, what the outcome would have been had we not run a specific campaign.
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The key recommendation I made to accomplish this is through rigorous A/B testing and statistical analysis.
Market Your Marketing
A key element to proving the success of my marketing efforts has been my ability to sell it throughout the organization. I illustrate this in the presentation by recommending creating dashboards that are regularly updated and socialized.
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This will drive awareness of your impact and maintain top-of-mind awareness when leadership discussions are occurring.
Putting This Framework in to Practice
I used this presentation as a framework to build a cross-functional team designed to launch, test, and measure incremental campaign efficacy.
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