How to Benchmark Your Marketing Performance

Last week in a client meeting I was asked a string of marketing questions that I have been asked many times before.

“Is that a good open rate, a good click-through rate?”

“How much do others spend on digital advertising?”

“How are we doing compared to your other clients?”

What’s behind these questions are deeper issues—questions that everyone who works in a mission-driven organization wrestles with from time to time—“Are our results sweet or just so-so?” “Are we doing a good job?” Or more formally, how do we benchmark our marketing performance?

Posted by Pat Heffernan on 4/11/19 11:50 AM

How Inbound Marketing Metrics Will Save Public Relations

Rich metrics are one of the delights of implementing an integrated inbound marketing program. Inbound’s ability to track the history of an individual’s interactions along her/his customer decision journey makes documenting the ROI for various marketing activities a possibility for small businesses and nonprofits. For years the Achilles’ heel of public relations (PR) has been its lack of metrics directly linked to business outcomes and the subsequent inability to document ROI. Inbound marketing is the answer.

Posted by Pat Heffernan on 11/23/17 10:00 AM