Lisa Shepherd tells us how she prefers to keep track of activities and results, strike a balance between the two, and make sure you get to the goals you’ve set.
Lisa is CEO of The Mezzanine Group.
They provide marketing outsourcing and consulting to B2B companies and professional associations.
From their website:”The Mezzanine Group’s mission is to make our clients recognized leaders in what they do.”
Almost all my conversations here are with CEOs of B2B software companies, but Lisa is so knowledgeable about B2B marketing in general that I had to ask her to share her insights with us.
“There will be activity goals and there will be results goals. CEOs typically want the results. But you don’t get to the results unless you do the activities. So there’s this balancing act between OK let’s make sure we do the activities, but let’s not only focus on the activities – because companies can do that too, particularly with social media, lots of ‘oh, let’s blog a lot, let’s be on Twitter – OK, make sure you’re going to drive results out of that – but the activities do matter.
Measuring those activities, pretty straightforward, actually, you know…at the start of the year we set out a plan and we figure out what are the tactics we’re going to do, how are we going to manage that marketing.
So [for example] OK, we’re going to do a newsletter. Once a month, that newsletter has to go out. Online lets you measure all of this, how many people received it, how many people opened it, how many people clicked through to something – really easy to measure that. So that’s the activity side of things.
Results is relatively easy to measure to. How many leads do we get? How many people – how many times do I pick up the phone, on a monthly basis, and there’s somebody on the other end of the line who says ‘Hi, I read an article about you in the National Post. Could you come and talk to me? It’s relatively easy to measure that.”