Archive for B2B
Many of our B2B clients are rethinking their marketing strategy to compensate for the projected closing of many, if not all, the shows they were planning to attend. Often these shows have been the basis of projections for meeting projections. They are also frequently the single most costly part of a B2B marketing budget.
Most B2B professionals today are using some form of analytics to make better-informed marketing decisions. However, most are using a basic form more exactly known as “descriptive analytics” as opposed to the higher technology-based “advanced analytics.”
The Verdi Group sat down with John D. Clayton (formerly Senior Manager at Accenture, now Chief Analytics
Chief Analytics Officer at
The Verdi Group.
Officer at Verdi) to gain a better understanding of descriptive analytics, how B2B marketers are currently using it, and why they should be moving toward advanced analytics to gain more impactful insights, make better marketing decisions, and help predict the future.
Chief Analytics Officer at
The Verdi Group.
The Verdi Group has a Chief Analytics Officer – John! We decided it’s only appropriate to do a Q & A for you (and us!) to get to know him better – plus, get a sneak peek on his advanced analytics insights.
Verdi clients are often pleasantly surprised by the results of their first direct-mail campaigns. While we tend to be conservative in projecting results, we expect better results from direct mail than from email. And when we get everything right — list, offer, creative, and follow-up telemarketing — we often exceed our projections.
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