ROI

Attracting the Right Customers to Your Trade Show

By Renae Krause / April 26, 2018 / 0 Comments

  Whether your business is to sell cleaning products or dog treats trade shows can be an effective way to introduce your product to distributors that can help your products gain popularity and bring about success. But just acquiring space in a convention center is not enough to make sure that the right people are…

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Plan to Measure What Matters

By Renae Krause / April 13, 2017 / 0 Comments

The “measure what matters” phrase has been around for a long time, but as marketers we can put it into practice more today than in any decade or generation in the past. I have recently had the opportunity to help a prospective client navigate their options when being aggressively pursued to renew a yellow pages…

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Our Take From Cleveland: #CMWorld Day Two

By Renae Krause / September 9, 2016 / 0 Comments

  Corey and Kate spent two days at #CMWorld in Cleveland. This is the second of two posts sharing their quick takeaways from the event. If you haven’t seen the first, check it out.  Our second and final day at #CMWorld. And, like day one, it was a whirlwind of fresh ideas, new friends and…

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Measure Value, Not Activity

By Renae Krause / August 30, 2016 / 0 Comments

Are You Measuring the Right Results? Open rates, click through rates (CTRs), and conversions are just a few of the metrics most B2B marketers tend to use when determining the results of their work. But are those really the best metrics for determining success? According to new data from Forrester, not necessarily. More and more…

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Separating Media Usage Fact from Fiction

By Renae Krause / June 8, 2016 / 0 Comments

New Media Usage Surveys Provide Insights into the State of Marketing   With all the marketing-related tips, tricks, and think pieces floating around the internet, it can be difficult to separate fact from fiction. Whether it’s in the realm of B2B, B2C, content marketing, or any other subset of marketing, you’re bound to find a few…

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Content Marketing & SEM: Stats Any B2B CMO Should See

By Renae Krause / May 5, 2016 / 0 Comments

Why Content Marketing Should Be Part of Your Digital Strategy   Content marketing. Heard of it? If not, you probably haven’t been reading much Navigate-the-Channel. We’ve spoken a lot about how content is an incredibly effective B2B strategy to provide more information to customers at the early stages of their buyer’s journey, establish companies’ trust…

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Lead Attribution & the Customer Journey (Part 1)

By Renae Krause / May 2, 2016 / 0 Comments

Use the Data Available to You to See the Whole Picture Guest Contributor: Corey Morris, Digital Marketing Director Lead attribution and the customer journey. Yes, these are two of the most commonly used buzzwords in digital marketing right now. This is not a lazy blog post to latch onto what others are saying and to give…

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When Selling Building Products, Opt for Simple

By Renae Krause / April 21, 2016 / 0 Comments

Lessons Learned from the 2016 ISC West Show   As building products marketers, are we overcomplicating things? Do we consult with people down the channel—including customers and even our own sales teams—to make sure we are delivering the best information in ways that are easy to consume? Most importantly, who can we look to for…

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SMX West Recap

By Renae Krause / March 22, 2016 / 0 Comments

Lessons Learned from One of the Best SEM Conferences in the Industry Guest Contributor: Corey Morris, Digital Marketing Director SMX West (Search Marketing Expo) is one of the premier events in the search marketing industry and is hosted yearly in a significant location for the search community—in the heart of Silicon Valley. I’ve been involved with…

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Book Review 1/3: Built to Sell

By Renae Krause / March 1, 2016 / 0 Comments

Building Something with a Life Beyond You   As part of a blog series, I’ve decided to complete three reviews of three separate books. The books are about topics like marketing, business, and leadership. My goal with this series is to draw out some teachable lessons for anyone attempting to grow—personally, professionally, or otherwise. In…

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