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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150514T000000
DTEND;TZID=America/Chicago:20150514T000000
DTSTAMP:20260806T191628Z
CREATED:20260806T191628Z
LAST-MODIFIED:20260806T191628Z
UID:62965-1431561600-1431561600@laurapatterson.co
SUMMARY:Moving Up the Leadership Ladder with Analytics
DESCRIPTION:2015 Boston eMetrics Summit\nAll marketers are digital marketers but to be effective and valuable you need to make your analytics relevant to your business leaders. Analytics can be the key to becoming a change agent provided you understand the bigger picture In this session\, Laura sheds light on what it means to live an Analytics Life\, how to make your boss look better with numbers and how to live and grow as a marketing analyst in any organization. \nRegister Now! 
URL:https://laurapatterson.co/event/moving-up-the-leadership-ladder-with-analytics/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150514T000000
DTEND;TZID=America/Chicago:20150514T000000
DTSTAMP:20260806T191628Z
CREATED:20260806T191628Z
LAST-MODIFIED:20260806T191628Z
UID:62967-1431561600-1431561600@laurapatterson.co
SUMMARY:Taking Marketing Alignment and Accountability to the Next level
DESCRIPTION:MarketingProfs B2B Marketing Forum 2015\nMarketers work very hard. But\, often their efforts go unsung due to a lack of metrics that connect marketing’s contribution to business outcomes and a shortage of data needed to foster strategic decisions. Want to learn how to prove and improve the value of your marketing?  Join Jay Verellen\, Marketing Operational Excellence Leader\, Kennametal\, and Laura Patterson\, President\, VisionEdge Marketing as they show you how Kennametal\, a world leader in metalworking and wear solutions demonstrates clear alignment between Marketing and business\, defines customer-centric outcome-based metrics and creates and their marketing operations roadmap. \nAt the end of this session\, you will be able to: \n\nUse the process presented in your own organization for selecting metrics that show how marketing impacts the business and facilitates strategic decisions\nList the steps Kennametal used to transform from being internally focused to a more strategic\, customer-centric\, data-driven culture\nExplain how the process created stronger alignment between sales and marketing\n\nRegister Now!  \nRegister Now!\n 
URL:https://laurapatterson.co/event/taking-marketing-alignment-and-accountability-to-the-next-level/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150409T000000
DTEND;TZID=America/Chicago:20150409T000000
DTSTAMP:20260806T191614Z
CREATED:20260806T191614Z
LAST-MODIFIED:20260806T191614Z
UID:62964-1428537600-1428537600@laurapatterson.co
SUMMARY:Tales from the Marketing Performance Pack Leaders
DESCRIPTION:  \nMarketing Performance Study Results out on April 29th 9:00 AM Eastern Daylight Time\nMarketers certainly feel the pressure\, not just to stay busy\, but instead to prove performance by measuring the value and contribution of the marketing organization to the business.  The question the C-suite has for marketing is: “what have you done for us lately?”  Marketing faces constant scrutiny regarding its contribution. Did you know that about only 1 in 5 marketing organizations can actually answer this question in terms that matter to the C-Suite?  And what’s truly scary\, is that the rest of the marketers are actually falling farther behind! If you want to find out whether you’re one of these elite marketers or if you are aspiring to be one\, Demand Metric and VisionEdge Marketing will share the 5 key differences that enable the Best-in-Class to excel at performance measurement and management and 4 things you can do immediately to hold our stride or accelerate your pace and close the gap. \nRegister now by following this link!
URL:https://laurapatterson.co/event/tales-from-the-marketing-performance-pack-leaders/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150122T000000
DTEND;TZID=America/Chicago:20150122T000000
DTSTAMP:20260806T191614Z
CREATED:20260806T191614Z
LAST-MODIFIED:20260806T191614Z
UID:62963-1421884800-1421884800@laurapatterson.co
SUMMARY:The Creation\, Care and Feeding of an Analytics Center of Excellence
DESCRIPTION:Analytics are key to making your company agile\, and to making better market\, customer\, and competitive decisions. An analytics center of excellence provides the company with valuable insights\, protects privacy and brand reputation\, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about: \n· How an Analytics Center of Excellence make a difference to the company\, customers\, marketing \n· What is an Analytics Center of Excellence\, establishing its purpose\, and creating the vision \n· The key functions and capabilities needed \n· The journey’s key stages\, associated challenges\, and what do you need to do to get to the next step \n· What metrics you should select to measure the value and impact of an Analytics Center of Excellence
URL:https://laurapatterson.co/event/the-creation-care-and-feeding-of-an-analytics-center-of-excellence-2/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20141216T000000
DTEND;TZID=America/Chicago:20141216T000000
DTSTAMP:20260806T191613Z
CREATED:20260806T191613Z
LAST-MODIFIED:20260806T191613Z
UID:62960-1418688000-1418688000@laurapatterson.co
SUMMARY:Creating an Analytics Center of Excellence
DESCRIPTION:Analytics are key to making your company agile\, and to making better market\, customer\, and competitive decisions. An analytics center of excellence provides the company with valuable insights\, protects privacy and brand reputation\, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about: \n\nWhat is an Analytics Center of Excellence\, establishing its purpose\, and creating the vision\nThe key functions and capabilities needed\nThe journey’s key stages\, associated challenges\, and what do you need to do to get to the next step\nHow an Analytics Center of Excellence make a difference to the company\, customers\, marketing\nWhat metrics should we select to measure the value and impact of an Analytics Center of Excellence
URL:https://laurapatterson.co/event/creating-an-analytics-center-of-excellence-2/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20141216T000000
DTEND;TZID=America/Chicago:20141216T000000
DTSTAMP:20260806T191613Z
CREATED:20260806T191613Z
LAST-MODIFIED:20260806T191613Z
UID:62961-1418688000-1418688000@laurapatterson.co
SUMMARY:Using Analytics to Make Marketing Relevant to the C-Suite
DESCRIPTION:You’ve invested in collecting data\, built numerous marketing models\, established an analytics team\, even developed a data governance process\, but one of the biggest challenges for many marketers is how to translate the value of the data and associated insights into something meaningful to the C-Suite. According to the 12th annual Forrester/ITSMA/VEM study less than 10% of the C-Suite uses the data provided by marketing to make strategic decisions. Laura shares best-practices and practical tips on how to make Marketing and the Data more relevant to the C-Suite.
URL:https://laurapatterson.co/event/using-analytics-to-make-marketing-relevant-to-the-c-suite/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20141216T000000
DTEND;TZID=America/Chicago:20141216T000000
DTSTAMP:20260806T191559Z
CREATED:20260806T191559Z
LAST-MODIFIED:20260806T191559Z
UID:62959-1418688000-1418688000@laurapatterson.co
SUMMARY:No Excuses: Six Best Practices for Making Marketing Relevant to the C-Suite
DESCRIPTION:The presentation focuses on what Best-in-Class B2B marketers do better and differently to improve and prove the value of marketing. Participants learn the Six Best Practices implemented by the BIC. Learn how Alignment and Accountability serve as the cornerstones of success.
URL:https://laurapatterson.co/event/no-excuses-six-best-practices-for-making-marketing-relevant-to-the-c-suite/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20141121T000000
DTEND;TZID=America/Chicago:20141121T000000
DTSTAMP:20260806T191558Z
CREATED:20260806T191558Z
LAST-MODIFIED:20260806T191558Z
UID:62958-1416528000-1416528000@laurapatterson.co
SUMMARY:Decoding How Best-In-Class Marketers Connect  Marketing to Business Value
DESCRIPTION:If you’re in the banking industry you’re invited  this CFG Webinar; \nA select few marketers have “cracked the code” when it comes to proving their value and contribution. These marketers avoid the daily fire-drill.  Learn what these top-performing teams do differently from the rest of the pack.  This webinar will cover: \n\nEssential characteristics that define marketing organizations who’ve “cracked the code” to become best-in-class\nHow to overcome a challenge every marketer faces: quantifying marketing’s contribution to revenue\nHow to make marketing more relevant to executive management\n\n\nTo register
URL:https://laurapatterson.co/event/decoding-how-best-in-class-marketers-connect-marketing-to-business-value/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20141118T000000
DTEND;TZID=America/Chicago:20141118T000000
DTSTAMP:20260806T191558Z
CREATED:20260806T191558Z
LAST-MODIFIED:20260806T191558Z
UID:62957-1416268800-1416268800@laurapatterson.co
SUMMARY:Improve Your ROI: Marketing Performance Measurement in 2015
DESCRIPTION:Webinar \nMarketers\, today\, can truly become measurable value creators with the right tools and techniques that proactively track marketing performance. Join us for an interactive session as three leading experts in marketing performance measurement share best practices and practical actions that can make 2015 a year of achieving new levels of success as a marketer\, with the data to back it up. \nTo register
URL:https://laurapatterson.co/event/improve-your-roi-marketing-performance-measurement-in-2015/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20141018T000000
DTEND;TZID=America/Chicago:20141018T000000
DTSTAMP:20260806T191558Z
CREATED:20260806T191558Z
LAST-MODIFIED:20260806T191558Z
UID:62956-1413590400-1413590400@laurapatterson.co
SUMMARY:Cracking the Code on Better Marketing Performance
DESCRIPTION:November 14 \nDemandCon \nSan Francisco\, CA \n  \nCertain marketing organizations seem to have “cracked the code” of marketing performance.  Not only do they drive incredible value for the companies they’re part of\, but they can also quantify their value and impact as well as their financial contribution. They know what efforts and investments are work\, they can pivot on a dime\, and when the unexpected happens\, they don’t scramble in department-wide fire drills. \nThe question is: What do these top-performing teams do differently from the rest of the pack? \nDesigned especially for marketing leaders\, this session addresses: \n\nEssential characteristics that define marketing organizations who’ve “cracked the code” to become best-in-class\nHow to overcome a challenge every marketer faces: proving marketing’s value\nThe three types of marketing professionals on your team\, and what it takes to lead and motivate each of them\nHow make marketing relevant to the C-Suite
URL:https://laurapatterson.co/event/cracking-the-code-on-better-marketing-performance/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140731T000000
DTEND;TZID=America/Chicago:20140731T000000
DTSTAMP:20260806T191543Z
CREATED:20260806T191543Z
LAST-MODIFIED:20260806T191543Z
UID:62953-1406764800-1406764800@laurapatterson.co
SUMMARY:Allocadia/VEM Webinar
DESCRIPTION:Details Coming Soon!
URL:https://laurapatterson.co/event/allocadia-vem-webinar/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140605T000000
DTEND;TZID=America/Chicago:20140605T000000
DTSTAMP:20260806T191543Z
CREATED:20260806T191543Z
LAST-MODIFIED:20260806T191543Z
UID:62952-1401926400-1401926400@laurapatterson.co
SUMMARY:Webinar: Measure What Matters--Making Marketing Metrics Relevant
DESCRIPTION:For years marketers have attempted to grab the elusive marketing measurement and effectiveness brass ring.  And recent research found that the pressure to prove marketing’s value is on the rise. \nDespite the wealth of campaign and operationally oriented metrics and the enhancements in technology\, only one in four marketers earn high marks from their leadership team for their ability to measure and communicate their value\, contribution\, and impact.  So what do these Best-in-Class (BIC) marketers do differently and better than other marketers when it comes to marketing measurement?  How can your agency leverage these best practices for yourself and your clients? \nOn September 23\, join Laura Patterson\, President\, VisionEdge Marketing\, who will help you understand what BIC marketers are doing to master marketing metrics.  If measurement is an imperative for your agency or your clients\, this Webinar is a must-attend. \nWhy You Should Attend: \n\nHear what BIC Marketers do better and differently when it comes to marketing measurement and performance management (MPM)\nUnderstand the concept of marketing metrics and measurement\nLearn the categories of various marketing metrics and how they relate to communicating and reporting performance.\n\nHighlights: \n\nMarketing Metrics Abound: Why is this so hard?\nMarketing Measurement – What is it?\nWhat BIC Marketers do for Performance Measurement\nAccountability: Measure what matters\nIntroduction to the Metrics Hierarchy\nThe Secret Sauce: Alignment\nSelecting the Right Metrics: A three-part Stakeholder Conversation.
URL:https://laurapatterson.co/event/webinar-measure-what-matters-making-marketing-metrics-relevant/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140507T000000
DTEND;TZID=America/Chicago:20140507T000000
DTSTAMP:20260806T191448Z
CREATED:20260806T191448Z
LAST-MODIFIED:20260806T191448Z
UID:62935-1399420800-1399420800@laurapatterson.co
SUMMARY:Online Marketing Summit
DESCRIPTION:Gaining Insight into Marketing’s Contribution: The Value of a Marketing Dashboard \nOctober 22-25\, 2012 in Santa Clara\, CA
URL:https://laurapatterson.co/event/online-marketing-summit-2/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140507T000000
DTEND;TZID=America/Chicago:20140507T000000
DTSTAMP:20260806T191448Z
CREATED:20260806T191448Z
LAST-MODIFIED:20260806T191448Z
UID:62937-1399420800-1399420800@laurapatterson.co
SUMMARY:ITSMA Just Add Data: The Path to Better Marketing Results
DESCRIPTION:October 4\, 2012 in Basking Ridge\, NJ
URL:https://laurapatterson.co/event/itsma-just-add-data-the-path-to-better-marketing-results/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140507T000000
DTEND;TZID=America/Chicago:20140507T000000
DTSTAMP:20260806T191433Z
CREATED:20260806T191433Z
LAST-MODIFIED:20260806T191433Z
UID:62930-1399420800-1399420800@laurapatterson.co
SUMMARY:"Yield Big Payoff with Marketing and Sales Alignment"
DESCRIPTION:MarketingProfs B2B Marketing Forum \n 
URL:https://laurapatterson.co/event/yield-big-payoff-with-marketing-and-sales-alignment/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140507T000000
DTEND;TZID=America/Chicago:20140507T000000
DTSTAMP:20260806T191433Z
CREATED:20260806T191433Z
LAST-MODIFIED:20260806T191433Z
UID:62931-1399420800-1399420800@laurapatterson.co
SUMMARY:Webinar: The Link Between Performance Management and Value Creation
DESCRIPTION:Join us for this 1-hour webinar as Laura Patterson\, from VisionEdge Marketing\, and Julie Schwarz\, of ITSMA\, unveil the findings from this year’s 13th Annual MPM Survey! \nYou can register by following this link.
URL:https://laurapatterson.co/event/webinar-the-link-between-performance-management-and-value-creation/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140423T000000
DTEND;TZID=America/Chicago:20140423T000000
DTSTAMP:20260806T191358Z
CREATED:20260806T191358Z
LAST-MODIFIED:20260806T191358Z
UID:62929-1398211200-1398211200@laurapatterson.co
SUMMARY:"Proven Practices for Mapping and Measuring the Customer Experience"
DESCRIPTION:Information Development World
URL:https://laurapatterson.co/event/proven-practices-for-mapping-and-measuring-the-customer-experience/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140417T000000
DTEND;TZID=America/Chicago:20140417T000000
DTSTAMP:20260806T191358Z
CREATED:20260806T191358Z
LAST-MODIFIED:20260806T191358Z
UID:62928-1397692800-1397692800@laurapatterson.co
SUMMARY:"Making Marketing Analytics More Relevant to the C-Suite"
DESCRIPTION:eMetrics Summit: Boston
URL:https://laurapatterson.co/event/making-marketing-analytics-more-relevant-to-the-c-suite-2/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140401T000000
DTEND;TZID=America/Chicago:20140401T000000
DTSTAMP:20260806T191358Z
CREATED:20260806T191358Z
LAST-MODIFIED:20260806T191358Z
UID:62927-1396310400-1396310400@laurapatterson.co
SUMMARY:Measure What Matters: What Separates Value Creators from the Rest
DESCRIPTION:IABC Southern Region Conference \nThursday\, October 16\, 2014 \nAustin\, TX
URL:https://laurapatterson.co/event/measure-what-matters-what-separates-value-creators-from-the-rest/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140401T000000
DTEND;TZID=America/Chicago:20140401T000000
DTSTAMP:20260806T191357Z
CREATED:20260806T191357Z
LAST-MODIFIED:20260806T191357Z
UID:62926-1396310400-1396310400@laurapatterson.co
SUMMARY:"Applying Intelligence to Create Content and Accelerate Revenue"
DESCRIPTION:AMSP Annual Conference
URL:https://laurapatterson.co/event/applying-intelligence-to-create-content-and-accelerate-revenue/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140127T000000
DTEND;TZID=America/Chicago:20140127T000000
DTSTAMP:20260806T191342Z
CREATED:20260806T191342Z
LAST-MODIFIED:20260806T191342Z
UID:62920-1390780800-1390780800@laurapatterson.co
SUMMARY:Web Briefing: Measuring and Communicating Marketing Performance
DESCRIPTION:
URL:https://laurapatterson.co/event/web-briefing-measuring-and-communicating-marketing-performance/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20140127T000000
DTEND;TZID=America/Chicago:20140127T000000
DTSTAMP:20260806T191313Z
CREATED:20260806T191313Z
LAST-MODIFIED:20260806T191313Z
UID:62913-1390780800-1390780800@laurapatterson.co
SUMMARY:ITSMA Annual Marketing Conference
DESCRIPTION:November 5-6th at the Charles Hotel\, Cambridge\, MA
URL:https://laurapatterson.co/event/itsma-annual-marketing-conference/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20260807T032842
DTEND;TZID=America/Chicago:20260807T032842
DTSTAMP:20260806T192226Z
CREATED:20260806T192226Z
LAST-MODIFIED:20260806T192226Z
UID:63048-0-0@laurapatterson.co
SUMMARY:Unlock Your Creative Brilliance: The Ultimate Customer-Centric Value Proposition Challenge!
DESCRIPTION:Are you ready to revolutionize your approach to developing a customer-centric value proposition that connects so powerfully with your customers that it becomes indelible in their minds? Join us for an electrifying webinar where we challenge you to unleash the full force of your creativity. \nIn the wise words of Simon Sinek\, customers don’t buy what you do\, but rather\, why you do it. Whether you’re a company of one or many\, this webinar will redefine how you approach developing a customer-centric value proposition. We’ll delve into how tapping the richness of one’s innate creativity back channels combined with traditional methods\, enables you to craft a value proposition that stands out from your competition and resonates with your customers. \nLearning Objectives: \n1. Understand the concept of creativity back channels and how to combine this powerful resource with traditional approaches to develop a distinctive value proposition. \n2. Learn practical techniques for tapping into your and your team’s creativity back channels to identify unique ways you can create customer value. \n3. Explore the role of collaboration with key stakeholders and your ecosystem in value proposition development and how to engage them in the creative process. \nJoin us on Wednesday\, January 24th at 11 am CST/Noon EST to discover the transformative potential of tapping into your and your ecosystem’s creativity back channels and unlock a value proposition that creates uncommon market advantages for both you and your customer.
URL:https://laurapatterson.co/event/unlock-your-creative-brilliance-the-ultimate-customer-centric-value-proposition-challenge/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20260807T032842
DTEND;TZID=America/Chicago:20260807T032842
DTSTAMP:20260806T192207Z
CREATED:20260806T192207Z
LAST-MODIFIED:20260806T192207Z
UID:63040-0-0@laurapatterson.co
SUMMARY:Learn How to Create a Dashboard That Shows Marketing’s Value
DESCRIPTION:In this webinar\, CFG brings Laura Patterson from Vision Edge Marketing\, into the MPM series to discuss measurement principles and best practices any organization can use.  Today\, Marketing leaders have plenty of data at their fingertips.  The challenge is how to use this data to measure and improve performance. \n \nMarketing Attribution Models\, Marketing Performance Management Scorecards and Marketing Dashboards visualize important information with the purpose of identifying what is\, and what isn’t\, working\, and facilitating growth-related decisions. Performance management dashboards enable Marketing organizations to understand and communicate where they are performing well\, strategically\, and operationally\, and what improvements need to be made. Best-in-Class marketing organizations build a culture of accountability that drives and demonstrates how Marketing is delivering real business value. Join this session to learn what it takes to develop a relevant and actionable Marketing dashboard. \n  \nYou will learn:\n• Attribution Models\, Campaign Scorecards and Performance Management Dashboards – what’s the difference between them\, and when and how to use each\n• Five steps for creating a relevant and actionable performance management dashboard\n• Key Marketing measurement categories for every performance management dashboard. \nRSVP now so you don’t miss this CFG webinar!
URL:https://laurapatterson.co/event/learn-how-to-create-a-dashboard-that-shows-marketings-value/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20260807T032842
DTEND;TZID=America/Chicago:20260807T032842
DTSTAMP:20260806T192207Z
CREATED:20260806T192207Z
LAST-MODIFIED:20260806T192207Z
UID:63041-0-0@laurapatterson.co
SUMMARY:Find Out How to Set Up Your Marketing Organization to Excel
DESCRIPTION:The results of the Cultivating BIC Marketing – 2021-2022 MPM Benchmark Study are in.  Join the ISBM MEX event where Laura will: \n1. Discuss the findings regarding the relationship between organizational culture and leadership styles and Marketing Organizations that are BIC when it comes to performance measurement and management – known as the Value Creators. \n2. Explore what the Value Creators do differently and better than the other two personas – Sales Enablers and Campaign Producers – to earn high marks from the C-Suite for proving and demonstrating Marketing’s value. \n3. Discuss areas of improvement for Marketing organizations and initial first steps regardless of culture and leadership style. \nRegister at ISBM to attend the event.
URL:https://laurapatterson.co/event/find-out-how-to-set-up-your-marketing-organization-to-excel/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20260807T032842
DTEND;TZID=America/Chicago:20260807T032842
DTSTAMP:20260806T192153Z
CREATED:20260806T192153Z
LAST-MODIFIED:20260806T192153Z
UID:63038-0-0@laurapatterson.co
SUMMARY:Tweaking Your Game Plan in this Dynamic World of Marketing
DESCRIPTION:Laura Greeno and Laura Patterson live on Chit Chat on the topic of planning for growth
URL:https://laurapatterson.co/event/tweaking-your-game-plan-in-this-dynamic-world-of-marketing/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20260807T032842
DTEND;TZID=America/Chicago:20260807T032842
DTSTAMP:20260806T192153Z
CREATED:20260806T192153Z
LAST-MODIFIED:20260806T192153Z
UID:63039-0-0@laurapatterson.co
SUMMARY:Create a Customer-Centric Message Map to Accelerate Customer Acquisition
DESCRIPTION:How you position your company\, and the marketing messages you craft to support your value proposition\, play a critical role in customer acquisition and retention. A customer-centric message map helps ensure consistent messaging: \n\nAcross all customer-facing channels and touchpoints throughout the customer journey\nAcross all internal functions/departments\, and especially for customer-facing teams\n\nJoin this presentation to learn the 5 steps it takes to create a customer-centric message map that captures: \n\nYour primary and supporting claims about your company’s value proposition for your products\, and services\, that will resonate and engage your prospects and customers\, and the evidence to support your claims\nPotential prospective customer objections and competitor responses to these claims along with your responses to these and supporting evidence
URL:https://laurapatterson.co/event/create-a-customer-centric-message-map-to-accelerate-customer-acquisition/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20260807T032842
DTEND;TZID=America/Chicago:20260807T032842
DTSTAMP:20260806T192153Z
CREATED:20260806T192153Z
LAST-MODIFIED:20260806T192153Z
UID:63037-0-0@laurapatterson.co
SUMMARY:Why Marketing Leaders Should Fix Their Planning Problem Before Trying to Fix Anything Else
DESCRIPTION:Marketing Performance Woes? You Might Just Have a Planning Problem\nHaving spoken to many marketing leaders about some of the current issues they’re trying to resolve\, we came up with three of the most common problems: creating the right content\, effectively measuring ROI\, and segmenting plans to align them to specific goals and strategies. \nIn this webinar\, we’ll discuss how to tackle these pain points by looking first at any deficiencies in the marketing planning process. \nWhat you’ll learn: \n\nHow to solve a content creation problem by implementing a consistent marketing planning hierarchy across your organization\nWays to improve ROI measurement\, such as by connecting your plans to a revenue model and using a waterfall framework\nTips for fully understanding marketing segmentation and conducting meaningful analysis of your results compared to your plan
URL:https://laurapatterson.co/event/why-marketing-leaders-should-fix-their-planning-problem-before-trying-to-fix-anything-else/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20260807T032842
DTEND;TZID=America/Chicago:20260807T032842
DTSTAMP:20260806T192137Z
CREATED:20260806T192137Z
LAST-MODIFIED:20260806T192137Z
UID:63030-0-0@laurapatterson.co
SUMMARY:A Conversation on Growth Sales Pipeline Radio with Matt Heinz
DESCRIPTION:Laura Patterson joins Matt Heinz on the Sales Pipeline Radio Show to discuss the relationship between culture and growth.
URL:https://laurapatterson.co/event/a-conversation-on-growth-sales-pipeline-radio-with-matt-heinz/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20260807T032842
DTEND;TZID=America/Chicago:20260807T032842
DTSTAMP:20260806T192137Z
CREATED:20260806T192137Z
LAST-MODIFIED:20260806T192137Z
UID:63031-0-0@laurapatterson.co
SUMMARY:The Making of a Relevant and Actionable Marketing Dashboard
DESCRIPTION:Today with so many technology platforms it seems like creating a Marketing dashboard would be a piece of cake. If that were so\, why does the C-Suite continue to be disappointed in how Marketing reports on its value\, contribution and impact? John Paul Getty summed up the problem well: “It’s no use sharpening the bit if you’re drilling in the wrong place.” Best-in-Class marketers understand that building a culture of accountability drives and demonstrate how your organization is delivering real business value. Scorecards and dashboards are two vital tools Marketing needs to effectively execute to communicate its value\, facilitate decisions and make course corrections. In this session\, learn what it takes to develop a relevant and actionable Marketing dashboard. \nKey Learning Objectives: \n\nScorecards and Dashboards – what’s the difference and when to use each\nFive steps for creating a relevant and actionable Marketing dashboard\nKey Marketing metrics for every dashboard
URL:https://laurapatterson.co/event/the-making-of-a-relevant-and-actionable-marketing-dashboard/
END:VEVENT
END:VCALENDAR