by Christopher S Penn | Apr 14, 2021 | Marketing, Marketing Data Science, Measurement, Strategy
When we think about KPIs, key performance indicators, we tend to think of them monolithically. We think about them as though there are one set of KPIs that apply to everything we do in marketing. “Marketing’s KPI is qualified leads.”...
by Christopher S Penn | Apr 7, 2021 | Awakening, Business, Marketing, Strategy
We often hear management consultants reference the phrase, “People, Process, Technology” as a way of explaining the critical success factors for organizational change. In an era of automation, artificial intelligence, and machine learning, does this model...
by Christopher S Penn | Apr 2, 2021 | Demand Generation, Marketing, Strategy
In our Analytics for Marketers Slack Group yesterday, one of our members was asking who should own Google Analytics, the web manager or the demand generation manager. That raised the interesting question, what exactly does a demand generation manager do? What is a...
by Christopher S Penn | Apr 1, 2021 | Awakening, Marketing, Strategy
Why would you buy ice cubes? And by ice, I don’t mean those fancy, clear ice cubes, just ordinary ice cubes. If we own a refrigerator with a freezer, making ice is practically free. Literally anyone can do it; it requires almost no skill whatsoever. Well, it...
by Christopher S Penn | Mar 30, 2021 | Business, Marketing, Strategy
In the early spring of 2020, we as a human civilization entered probably the most disruptive period since World War 2. As the pandemic slowly winds down thanks to vaccination programs, I thought it would be worthwhile to take a quick look back at the early days for...
by Christopher S Penn | Mar 24, 2021 | Marketing, Strategy
What is inbound marketing? The concept, pioneered by Hubspot 15 years ago, is defined by them as: “Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing...