Measurement that Matters
Wednesday, September 18, 2013 from 11:30 AM to 1:00 PM (EDT)
In the ever-increasing fast-paced world of marketing and communications, measuring what worked, if at all, is becoming more and more challenging. But what to measure? How to determine if it's important or just interesting?
In this energetic and entertaining presentation, Elton Mayfield will review many of the ways companies are measuring everything from blogs to TV, from print ads to social media, and how they all fit together to drive sales.
To quote Amanda Cox, head of the New York Times Graphic Department, "Data isn't like your kids. You don't have to pretend to love them equally." Force yourself to identify the "one metric that matters" in your organization.
Not everything that can be measured needs to be. But what matters MUST be.
- Top strategies to measure marketing activities
- Developing metrics that matter
- Determining the priority of what you measure
- Developing a culture that shares
Elton Mayfield is a founding partner of ER Marketing, a B2B marketing agency located in Kansas City that focuses on the building products, industrial and construction industry as well as channel marketing programs. Elton and his business partner Renae Gonner have 25+ years of experience in the building products industry, culminating with their time at Payless Cashways, where Elton was the Director of Marketing. With clients ranging from siding, roofing and decking manufacturers to wholesale distributors and local dealers, ER Marketing lives and breathes B2B marketing communication everyday."
In addition to ER Marketing, Elton currently serves as the Vice President of Chapter Development on the International Board of Directors for the Business Marketing Association (BMA) – the largest business-‐to-‐business marketing association in the world. He also just completed his 4th year as the President of the Kansas City Chapter of BMA. With nearly 30,000 followers on Twitter, Elton has become a leading advocate for the use of social media, mobile technology and the effective integration of B2B marketing.
Elton has been a resource for articles appearing in several B2B publications and as a speaker to many groups around the country. Elton’s passion for B2B marketing, paired with his energetic, outgoing personality and lively humor makes him an ideal speaker for all audiences. He is able to share his excitement for B2B marketing, while providing education through real-‐life examples, concrete recommendations and entertaining anecdotes.
Company website: www.ermarketing.net
When & Where
The Business Marketing Association is the leading professional resource for B2B marketers and communicators. We connect members with the kind of knowledge, people and programs that make achieving their companies’ objectives more efficient and effective.