This is a guest post. We welcome guest posts about helping manufacturers increase sales and/or advance their marketing function. Send in your idea and you too could be a guest blogger on MMG.
Guest blogger - Richard Hatheway, Director, Product Marketing at Itron
Marketing is a challenging and interesting profession. There are numerous areas of marketing specialization, hundreds of marketing technologies and thousands, if not millions of people identifying themselves as professional marketers around the globe. However, the number of those who deliver effective marketing activities, programs and campaigns are significantly less.
Why is that? Because too many marketers do not know how to track or measure the programs they have developed and delivered, so are unable to prove the value of marketing to the business. Instead of tracking, measuring, analyzing and reporting on metrics that indeed matter, such as the number of new contacts in the database or new requests for product samples, they rely on vanity or activity metrics, such as the number of page visits or clicks on a link.