BEGIN:VCALENDAR
VERSION:2.0
PRODID:-//Laura Patterson - ECPv6.17.2//NONSGML v1.0//EN
CALSCALE:GREGORIAN
METHOD:PUBLISH
X-ORIGINAL-URL:https://laurapatterson.co
X-WR-CALDESC:Events for Laura Patterson
REFRESH-INTERVAL;VALUE=DURATION:PT1H
X-Robots-Tag:noindex
X-PUBLISHED-TTL:PT1H
BEGIN:VTIMEZONE
TZID:America/Chicago
BEGIN:DAYLIGHT
TZOFFSETFROM:-0600
TZOFFSETTO:-0500
TZNAME:CDT
DTSTART:20150308T080000
END:DAYLIGHT
BEGIN:STANDARD
TZOFFSETFROM:-0500
TZOFFSETTO:-0600
TZNAME:CST
DTSTART:20151101T070000
END:STANDARD
BEGIN:DAYLIGHT
TZOFFSETFROM:-0600
TZOFFSETTO:-0500
TZNAME:CDT
DTSTART:20160313T080000
END:DAYLIGHT
BEGIN:STANDARD
TZOFFSETFROM:-0500
TZOFFSETTO:-0600
TZNAME:CST
DTSTART:20161106T070000
END:STANDARD
BEGIN:DAYLIGHT
TZOFFSETFROM:-0600
TZOFFSETTO:-0500
TZNAME:CDT
DTSTART:20170312T080000
END:DAYLIGHT
BEGIN:STANDARD
TZOFFSETFROM:-0500
TZOFFSETTO:-0600
TZNAME:CST
DTSTART:20171105T070000
END:STANDARD
BEGIN:DAYLIGHT
TZOFFSETFROM:-0600
TZOFFSETTO:-0500
TZNAME:CDT
DTSTART:20180311T080000
END:DAYLIGHT
BEGIN:STANDARD
TZOFFSETFROM:-0500
TZOFFSETTO:-0600
TZNAME:CST
DTSTART:20181104T070000
END:STANDARD
BEGIN:DAYLIGHT
TZOFFSETFROM:-0600
TZOFFSETTO:-0500
TZNAME:CDT
DTSTART:20190310T080000
END:DAYLIGHT
BEGIN:STANDARD
TZOFFSETFROM:-0500
TZOFFSETTO:-0600
TZNAME:CST
DTSTART:20191103T070000
END:STANDARD
BEGIN:DAYLIGHT
TZOFFSETFROM:-0600
TZOFFSETTO:-0500
TZNAME:CDT
DTSTART:20200308T080000
END:DAYLIGHT
BEGIN:STANDARD
TZOFFSETFROM:-0500
TZOFFSETTO:-0600
TZNAME:CST
DTSTART:20201101T070000
END:STANDARD
END:VTIMEZONE
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20190610T000000
DTEND;TZID=America/Chicago:20190610T000000
DTSTAMP:20260806T192107Z
CREATED:20260806T192107Z
LAST-MODIFIED:20260806T192107Z
UID:63021-1560124800-1560124800@laurapatterson.co
SUMMARY:How Scenario Analysis Will Improve Your Customer Experience
DESCRIPTION:Anticipation is essential for any company striving to be more agile. How can you improve your ability to anticipate? By becoming more adept at using the concept of scenario analysis. Scenario analysis is a valuable data and analytics tool every company can use to help hone their skills at anticipating and preparing for a variety of business situations and outcomes\, including customer experience. Using case studies from our customer base this session explores how to employ scenario analysis to help you revisit your strategies\, challenge your assumptions\, stimulate internal discussion\, and detect early warning signals needed to insure your company continues to better compete by creating the desired customer experience. \nLearning Outcomes: \n1.            Plan for and anticipate the unexpected \n2.            Deliver on the promise of customer experience \n3.            Understand the value of creating scenarios \n4.            Learn the steps for scenario creation
URL:https://laurapatterson.co/event/how-scenario-analysis-will-improve-your-customer-experience/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20190402T000000
DTEND;TZID=America/Chicago:20190402T000000
DTSTAMP:20260806T192107Z
CREATED:20260806T192107Z
LAST-MODIFIED:20260806T192107Z
UID:63020-1554163200-1554163200@laurapatterson.co
SUMMARY:Is Your Customer Journey Map Missing Major Stops Along the Way | If You Market Podcast
DESCRIPTION:In this podcast Sky Cassidy of MountainTop Data and Laura explore how companies can improve creating a customer journey map. Tips for incorporating fit and behavior to understand where the customer is in their buying process are a key part of the conversation.
URL:https://laurapatterson.co/event/is-your-customer-journey-map-missing-major-stops-along-the-way-if-you-market-podcast/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20190327T000000
DTEND;TZID=America/Chicago:20190327T000000
DTSTAMP:20260806T192053Z
CREATED:20260806T192053Z
LAST-MODIFIED:20260806T192053Z
UID:63019-1553644800-1553644800@laurapatterson.co
SUMMARY:Everyday Customer Analytics | ClearAction Value Exchange Members Event
DESCRIPTION:Join Laura Patterson and the ClearAction Value Exchange in this interactive webcast on the topic of Everyday Customer Analytics. Laura will facilitate a conversation around four key points: \n\nWhat customer analytics matter.\nUsing the customer lifecycle journey.\nTree practical ways to acquire data to support analytics.\nTips for presenting your recommendations.\n\nWhile this is a members only event\, special passes are available for guests. To secure a pass\, email success@clearaction.com \n 
URL:https://laurapatterson.co/event/everyday-customer-analytics-clearaction-value-exchange-members-event/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20190110T000000
DTEND;TZID=America/Chicago:20190110T000000
DTSTAMP:20260806T192053Z
CREATED:20260806T192053Z
LAST-MODIFIED:20260806T192053Z
UID:63018-1547078400-1547078400@laurapatterson.co
SUMMARY:Revenue Operations
DESCRIPTION:Join Laura in Scottsdale on February 26 to talk about Revenue Operations at the B2B Marketing Exchange.
URL:https://laurapatterson.co/event/revenue-operations/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180824T000000
DTEND;TZID=America/Chicago:20180824T000000
DTSTAMP:20260806T192052Z
CREATED:20260806T192052Z
LAST-MODIFIED:20260806T192052Z
UID:63016-1535068800-1535068800@laurapatterson.co
SUMMARY:Ready\, Set\, Grow. Episode 5 | Live Radio Show with Laura Patterson
DESCRIPTION:Live Radio Show with Laura Patterson on SLMA Radio Ready\, Set\, Grow. Episode 5: Marc Hafner\, CEO\, Revionics. \n“When we work with members of the C-Suite\, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive. \nEach of the guests on Ready Set Grow will share their insights into achieving growth\, lessons learned along the way\, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson \n 
URL:https://laurapatterson.co/event/ready-set-grow-episode-5-live-radio-show-with-laura-patterson/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180820T000000
DTEND;TZID=America/Chicago:20180820T000000
DTSTAMP:20260806T192052Z
CREATED:20260806T192052Z
LAST-MODIFIED:20260806T192052Z
UID:63015-1534723200-1534723200@laurapatterson.co
SUMMARY:Marketing Evolution Experience Conference | How Great People with Great Technology Fail: The Importance of Process
DESCRIPTION:Laura Patterson\, President\, VisionEdge Marketing\, Inc. \nThe smartest experts and the latest tools will not cut it without an investment in robust processes. Laura unwraps the riddle of why companies flunk Process 101. (Spoiler Alert: by focusing on cost rather than customer value and revenue.). Learn how heroes reap the value of processes and how to measure the success of your marketing methods. This technique is not just for your email\, search and social marketing campaigns\, it also applies to digital analytics\, customer experience\, voice of customer\, and testing methods and logistics: all of your strategic Marketing. Laura shares how the best organizations map their processes\, so you can be constructive the minute you return to your desk.
URL:https://laurapatterson.co/event/marketing-evolution-experience-conference-how-great-people-with-great-technology-fail-the-importance-of-process/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180816T000000
DTEND;TZID=America/Chicago:20180816T000000
DTSTAMP:20260806T192038Z
CREATED:20260806T192038Z
LAST-MODIFIED:20260806T192038Z
UID:63013-1534377600-1534377600@laurapatterson.co
SUMMARY:Ready\, Set\, Grow. Episode 6 | Live Radio Show with Laura Patterson
DESCRIPTION:Live Radio Show with Laura Patterson on SLMA Radio Ready\, Set\, Grow. Episode 6: Becky Taylor\, COO\, SensorRX. \n“When we work with members of the C-Suite\, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive. Each of the guests on Ready Set Grow will share their insights into achieving growth\, lessons learned along the way\, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson \n 
URL:https://laurapatterson.co/event/ready-set-grow-episode-6-live-radio-show-with-laura-patterson/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180816T000000
DTEND;TZID=America/Chicago:20180816T000000
DTSTAMP:20260806T192038Z
CREATED:20260806T192038Z
LAST-MODIFIED:20260806T192038Z
UID:63014-1534377600-1534377600@laurapatterson.co
SUMMARY:FORECASTxSCIENCE Conference | So\, What Can a Good Marketing Dashboard Do For You?
DESCRIPTION:You are probably missing the mark when it comes to having an effective dashboard. Why? Because most dashboards consist of a smorgasbord of numbers that report on activity and outputs. In this session\, you’ll learn how to build a dashboard that provides clear guidance for decision-making\, spotting trends\, and seizing opportunities.
URL:https://laurapatterson.co/event/forecastxscience-conference-so-what-can-a-good-marketing-dashboard-do-for-you/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180613T000000
DTEND;TZID=America/Chicago:20180613T000000
DTSTAMP:20260806T192037Z
CREATED:20260806T192037Z
LAST-MODIFIED:20260806T192037Z
UID:63011-1528848000-1528848000@laurapatterson.co
SUMMARY:MASB Summer Summit 2018 | How Successful Marketers Account for Marketing's Value
DESCRIPTION:MASB is powering The Forbes Marketing Accountability Initiative to validate marketing’s contribution to growth. Marketing practitioners\, academics and measurement experts are gathering to collaborate with peers and receive briefings on standards-setting projects\, marketing research and education programs.
URL:https://laurapatterson.co/event/masb-summer-summit-2018-how-successful-marketers-account-for-marketings-value/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180613T000000
DTEND;TZID=America/Chicago:20180613T000000
DTSTAMP:20260806T192037Z
CREATED:20260806T192037Z
LAST-MODIFIED:20260806T192037Z
UID:63012-1528848000-1528848000@laurapatterson.co
SUMMARY:Ready\, Set\, Grow. Episode 4 | Live Radio Show with Laura Patterson
DESCRIPTION:Live Radio Show with Laura Patterson on SLMA Radio Ready\, Set\, Grow. Episode 4: Kevin Jones\, CEO and President “When we work with members of the C-Suite\, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive. Each of the guests on Ready Set Grow will share their insights into achieving growth\, lessons learned along the way\, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson
URL:https://laurapatterson.co/event/ready-set-grow-episode-4-live-radio-show-with-laura-patterson/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180525T000000
DTEND;TZID=America/Chicago:20180525T000000
DTSTAMP:20260806T192027Z
CREATED:20260806T192027Z
LAST-MODIFIED:20260806T192027Z
UID:63007-1527206400-1527206400@laurapatterson.co
SUMMARY:Ready\, Set\, Grow. Episode 1 | Live Radio Show with Laura Patterson
DESCRIPTION:  \nLive Radio Show with Laura Patterson on SLMA Radio\nReady\, Set\, Grow. Episode 1: Steven “Ziggy” Shanklin\, Founder & CEO of White Cloud Security  \n“When we work with members of the C-Suite\, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive. Each of the guests on Ready Set Grow will share their insights into achieving growth\, lessons learned along the way\, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson
URL:https://laurapatterson.co/event/ready-set-grow-episode-1-live-radio-show-with-laura-patterson/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180525T000000
DTEND;TZID=America/Chicago:20180525T000000
DTSTAMP:20260806T192027Z
CREATED:20260806T192027Z
LAST-MODIFIED:20260806T192027Z
UID:63008-1527206400-1527206400@laurapatterson.co
SUMMARY:Ready\, Set\, Grow. Episode 2 | Live Radio Show with Laura Patterson
DESCRIPTION:  \nLive Radio Show with Laura Patterson on SLMA Radio\nReady\, Set\, Grow. Episode 2: JT McCormick\, President & CEO of Book In A Box \n“When we work with members of the C-Suite\, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive. Each of the guests on Ready Set Grow will share their insights into achieving growth\, lessons learned along the way\, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson
URL:https://laurapatterson.co/event/ready-set-grow-episode-2-live-radio-show-with-laura-patterson/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180525T000000
DTEND;TZID=America/Chicago:20180525T000000
DTSTAMP:20260806T192027Z
CREATED:20260806T192027Z
LAST-MODIFIED:20260806T192027Z
UID:63009-1527206400-1527206400@laurapatterson.co
SUMMARY:Ready\, Set\, Grow. Episode 3 | Live Radio Show with Laura Patterson
DESCRIPTION:Live Radio Show with Laura Patterson on SLMA Radio\nReady\, Set\, Grow. Episode 3: Dave Sikora\, CEO Altr \n“When we work with members of the C-Suite\, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive. Each of the guests on Ready Set Grow will share their insights into achieving organic growth\, lessons learned along the way\, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson
URL:https://laurapatterson.co/event/ready-set-grow-episode-3-live-radio-show-with-laura-patterson/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180320T000000
DTEND;TZID=America/Chicago:20180320T000000
DTSTAMP:20260806T192022Z
CREATED:20260806T192022Z
LAST-MODIFIED:20260806T192022Z
UID:63006-1521504000-1521504000@laurapatterson.co
SUMMARY:Why and How to Benchmark Your Agency: Proven Practice for Gaining Performance Improving Insights
DESCRIPTION:You’re investing time\, energy and cold cash into your agency! Where are you excelling against the competition and where are you falling behind? Which areas are worth further investments? \nThese are the insights that benchmarking can help deliver. \nHow do you survive and thrive in an environment where agencies must continuously adapt and deliver more\, faster\, better and less expensively? You can’t do everything! Yet you must stay at the front of pack to grow the agency. This means that the agency needs to constantly appraise and improve your agency’s capabilities and processes. Welcome to the world of benchmarking. \nUse this method to discover all types of best agency practices to support continuous improvement that will give you an edge over your industry peers. \nOn May 15 join Laura Patterson\, president\, VisionEdge Marketing\, to learn how to use benchmarking to future proof your agency’s success. \nKey takeaways: \n\nWhat is benchmarking and why use it\nMethods for benchmarking\nWhat should be benchmarked and how do you prioritize?\nHow to spin up a benchmarking initiative and where to start.\n\nWho should attend: \nAnyone in an agency or marketing leadership role who is interested in outperforming the competition and focused on identifying opportunities to deliver more value to clients\, should attend this session.
URL:https://laurapatterson.co/event/why-and-how-to-benchmark-your-agency-proven-practice-for-gaining-performance-improving-insights/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180219T000000
DTEND;TZID=America/Chicago:20180219T000000
DTSTAMP:20260806T192022Z
CREATED:20260806T192022Z
LAST-MODIFIED:20260806T192022Z
UID:63005-1518998400-1518998400@laurapatterson.co
SUMMARY:2018 TMSA Logistics Marketing & Sales Conference
DESCRIPTION:Are You Rich in Metrics But Struggle to Prove Value?\nIn an environment where Marketing is being asked to prove its value every day\, what can you do to not merely survive\, but to thrive? The answer is that Marketing leaders need to see themselves as champions of growth\, able to anticipate customer needs\, develop their organizations’ Marketing capabilities\, and measure Marketing’s impact on the business in terms that matter to their CEOs\, CFOs\, and leadership teams. Focusing on lead generation\, pipeline management\, branding\, and customer acquisition in no longer enough. The most important ingredient for thriving Marketers is their ability to connect the dots between all Marketing activities and the corresponding investments and business results. That means that you’re going to have to provide metrics that are relevant to your CEO and CFO. \nIn this interactive session\, based on industry case studies\, you will learn: \n\nThe difference between measures and metric and easy ways to start with the right marketing metrics\nHow to track the right marketing metrics and create a corresponding dashboard to prove marketing’s value\, impact\, and contribution\, and gain C-level buy-in\nHow to use your dashboard to facilitate strategic decisions and mitigate risk\nIncrease your personal credibility and influence with the right metrics
URL:https://laurapatterson.co/event/2018-tmsa-logistics-marketing-sales-conference/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180124T000000
DTEND;TZID=America/Chicago:20180124T000000
DTSTAMP:20260806T192008Z
CREATED:20260806T192008Z
LAST-MODIFIED:20260806T192008Z
UID:63004-1516752000-1516752000@laurapatterson.co
SUMMARY:Marketing Evolution Experience | Communicating with Executives
DESCRIPTION:Your First Marketing Superpower: Communicating With Executives \nNumbers are the language of business. You become unstoppable when you capture numbers that matter\, have a material impact on those numbers\, and meaningfully communicate your results.  Master these secrets and there’s no limit to your rising star. Laura draws on hundreds of case studies and over a decade of marketing management benchmarking to help you build your personal action plan for becoming a marketing super hero. Recognize the numbers that matter\, tee up the conversations with your leadership\, and build a compelling and respected presence at your company. \n \n 
URL:https://laurapatterson.co/event/marketing-evolution-experience-communicating-with-executives/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20180110T000000
DTEND;TZID=America/Chicago:20180110T000000
DTSTAMP:20260806T192008Z
CREATED:20260806T192008Z
LAST-MODIFIED:20260806T192008Z
UID:63003-1515542400-1515542400@laurapatterson.co
SUMMARY:Hero Conf Austin | Make Your Marketing More Relevant to the C-Suite
DESCRIPTION:Make Your Marketing Analytics More Relevant to the C-Suite \nThe “sexiest” job of the new century—that’s how the Harvard Business Review characterized the practice of sifting through data to find hidden\, below-the-surface meaning and subsequently extrapolating the underlying knowledge. In today’s highly competitive business environment\, it’s not enough for the marketers to have skill and proficiency at Marketing – whether inside or outside the organization. Data\, and the ability to draw actionable insights from the data\, is essential for any company wanting to increase customer engagement and tap new markets to ultimately achieve growth targets. Done well\, it becomes a competitive advantage. The ability to capture\, analyze\, and use data to demonstrate your business acumen and to make critical business decisions is a pivotal skill. Yet\, according to research by VisionEdge Marketing\, Hive9\, and Valid USA\, all Marketing organizations are mediocre at BEST in terms of making their data and marketing analytics relevant to the C-Suite. \nJoin this interactive session\, based on 16+ years of surveys and real-life case studies\, to learn: \n\nHow best-in-class marketers apply data to the strategy development and execution process\nHow to use analytics to demonstrate Marketing’s value\nWhat it means to live an Analytics Life\,\nPractical tips on how to make Marketing and your data more relevant to the C-Suite and make your boss look better with numbers
URL:https://laurapatterson.co/event/hero-conf-austin-make-your-marketing-more-relevant-to-the-c-suite/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20170919T000000
DTEND;TZID=America/Chicago:20170919T000000
DTSTAMP:20260806T192008Z
CREATED:20260806T192008Z
LAST-MODIFIED:20260806T192008Z
UID:63002-1505779200-1505779200@laurapatterson.co
SUMMARY:TMAG Meeting | Using Data to Create a Segment-Based Strategy
DESCRIPTION:Beyond Theory: Using Data to Create a Segment-Based Strategy \nLack of or access to data no longer Marketing’s biggest challenge. In fact\, the opposite is true. Marketers are drowning in data – both structured and structured. To be relevant\, Marketing needs to be able to connect the data\, derive meaningful patterns and move from insights to action that create opportunities to create value and drive growth. In this session\, Laura Patterson\, president of VisionEdge Marketing\, will share a case studies from the financial services and manufacturing industries on using data and analytics to move from a one-size fits all approach to the Market to a Segment-Based strategy.
URL:https://laurapatterson.co/event/tmag-meeting-using-data-to-create-a-segment-based-strategy/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20170607T000000
DTEND;TZID=America/Chicago:20170607T000000
DTSTAMP:20260806T192007Z
CREATED:20260806T192007Z
LAST-MODIFIED:20260806T192007Z
UID:63001-1496793600-1496793600@laurapatterson.co
SUMMARY:MarTech Boston Conference | Implement World Class Marketing Processes
DESCRIPTION:Marketing runs on processes. And processes are the domain of Marketing Ops. Join our MarTech session on October 3rd: \nHow to Implement Best-in-Class Processes\, the Foundation of Your Marketing Operations\nBest in Class (BiC) processes are the lifeblood of successful Marketing Ops. Without them\, it would be even more difficult to deploy a world-class customer experience. Six roles and associated processes and capabilities consistently surface among BiC Marketing Ops functions (in priority order): \n\n1. Customer\, market\, competitive intelligence\, research and insights.\n2. Analytics and predictive modeling.\n3. Data management.\n4. Campaign analyses and reporting.\n5. Budgeting and planning; financial governance and reporting.\n6. Organization benchmarking and assessments. \nThis session is ideal for organizations establishing or looking to have their MarketingOps become a hub for performance management. Using examples from customer success stories\, participants will learn how to: \n\nunderstand the role and processes of BiC MarketingOps.\nimplement BiC processes for planning\, alignment\, implementation\, measurement and communication processes around data\, analytics\, metrics\, system\, tools and reporting.\nrecommend processes for improving role effectiveness.\nleverage MarketingOps to prove the value of marketing’s contribution to overall business goals and outcomes.
URL:https://laurapatterson.co/event/martech-boston-conference-implement-world-class-marketing-processes/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20170604T000000
DTEND;TZID=America/Chicago:20170604T000000
DTSTAMP:20260806T192007Z
CREATED:20260806T192007Z
LAST-MODIFIED:20260806T192007Z
UID:63000-1496534400-1496534400@laurapatterson.co
SUMMARY:How Data Moves You from One-Size Fits All to Segmentation-Based Marketing
DESCRIPTION:Join us for another informative webinar hosted by the DMA DATA Community when Laura Patterson\, president and founder of VisionEdge Marketing who will present a case study on Northwest Federal Credit Union (NWFCU)\, a full-service financial institution located in Virginia\, one of the top 50 credit unions in the nation. Similar to other marketers\, the NWFCU marketing team faced data access and quality challenges. \nLearn how market and customer data along with analytics created a marketing strategy and a measurable marketing plan to create a segmentation-based strategy to accelerate growth. \nLaura will also share some results from VEM’s 2017 MPM Benchmark Survey Webinar: Cook Up the Best Marketing Performance. \nTakeaways: \n\nUse your data and analytics to identify and pursue opportunities for growth\nGain practical tips on how to make marketing and the data more relevant to the C-Suite\nUse analytics to demonstrate marketing’s value
URL:https://laurapatterson.co/event/how-data-moves-you-from-one-size-fits-all-to-segmentation-based-marketing/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20170522T000000
DTEND;TZID=America/Chicago:20170522T000000
DTSTAMP:20260806T191944Z
CREATED:20260806T191944Z
LAST-MODIFIED:20260806T191944Z
UID:62999-1495411200-1495411200@laurapatterson.co
SUMMARY:2017 Marketing Performance Benchmark Study: Cooking Up the Best Marketing Performance
DESCRIPTION:Marketing performance remains a challenge for all but an elite group of Marketing organizations. The pressure on Marketing organizations to be able to prove their value\, impact and contribution to the business continues to increase.  In the words of Stephen Diorio\, an analyst in Forbes CMO Practice\, “Marketing faces a performance credibility gap.” In fact\, a survey conducted by the Fournaise Group discovered that 80% of CEOs freely admit that they do not trust or are not very impressed with marketers and the work they accomplish.\n\nRecently Hive9\, Valid USA\, and VisionEdge Marketing conducted the 16th annual Marketing Performance Benchmark study. Still only 1 in 4 Marketing organizations continue to earn high-marks from the C-Suite for their ability to measure and report on their contribution\, value and impact to the business. The research confirms that this group of elite Marketers\, designated Value Creators\, improve business results\, have more influence over business decisions\, and more credibility than their counterparts. The Value Creators budgets\, tools and data are not statically different and neither is type of industry and size.\n \n \n\nAttend this webinar to learn what distinguishes Marketing excellence among these Marketing organizations. You’ll be surprised to learn it is a few active ingredients that make the difference.
URL:https://laurapatterson.co/event/2017-marketing-performance-benchmark-study-cooking-up-the-best-marketing-performance/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20170303T000000
DTEND;TZID=America/Chicago:20170303T000000
DTSTAMP:20260806T191944Z
CREATED:20260806T191944Z
LAST-MODIFIED:20260806T191944Z
UID:62998-1488499200-1488499200@laurapatterson.co
SUMMARY:How to Overcome the Top 4 Roadblocks to Better Marketing Performance
DESCRIPTION:As a marketing leader\, you know the pressure is on to prove marketing’s impact on the business. To do that\, you need to excel at Marketing Performance Management (MPM). Done right\, MPM helps solve the problems with dislocated data\, misaligned teams\, and inefficient processes so you can spend less time running marketing and more time on what you love\, doing marketing. \n \n  \nMPM pioneers Allocadia\, Origami Logic\, Response Capture and VisionEdge Marketing teamed up to publish a 3-part eBook series\, The Great Big Guide to Marketing Performance Management. \nJoin us on Thursday\, March 23rd at 10am PST when we’ll reveal how to overcome the 4 key MPM challenges: \n\nJustifying the marketing investment plan and winning C-suite support\nEquipping your team for execution success\nBenchmarking best practices for the best results\nGraduating from measuring tactical results to measuring true Marketing value
URL:https://laurapatterson.co/event/how-to-overcome-the-top-4-roadblocks-to-better-marketing-performance/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20170116T000000
DTEND;TZID=America/Chicago:20170116T000000
DTSTAMP:20260806T191943Z
CREATED:20260806T191943Z
LAST-MODIFIED:20260806T191943Z
UID:62997-1484524800-1484524800@laurapatterson.co
SUMMARY:Got Marketing Data? Use Analytics to Make it Actionable
DESCRIPTION:Join us for this exciting webinar with Nimble on actionable analytics!   \nMarketers are increasingly being held responsible for growth and revenue. Today data analytics serve as the foundation for finding\, keeping\, and growing the value of customers – your growth engine. Join this webinar to learn about the skills\, data\, and analytics needed to intelligently create engaged customers with the right content\, at the right time and in the right channel. \n 
URL:https://laurapatterson.co/event/got-marketing-data-use-analytics-to-make-it-actionable/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20161201T000000
DTEND;TZID=America/Chicago:20161201T000000
DTSTAMP:20260806T191943Z
CREATED:20260806T191943Z
LAST-MODIFIED:20260806T191943Z
UID:62996-1480550400-1480550400@laurapatterson.co
SUMMARY:Moving Up The Leadership Ladder with Analytics | eMetrics San Francisco
DESCRIPTION:VisionEdge Marketing is delighted to once again participate in an eMetrics conference in the Cornerstone Track.* Don’t miss it! Register here. Make sure to use our code SPEAKER for 20% off! \nMoving Up the Leadership Ladder with Analytics\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 corporate 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. \n*The Cornerstones track provides you with an arsenal of frameworks\, strategies\, blueprints\, tricks and tips to make your job easier and provide greater ROI. Major brands and leading consultants impart their best advice for collecting\, integrating\, testing\, correlating and making the most of digital data.
URL:https://laurapatterson.co/event/moving-up-the-leadership-ladder-with-analytics-emetrics-san-francisco/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20161021T000000
DTEND;TZID=America/Chicago:20161021T000000
DTSTAMP:20260806T191943Z
CREATED:20260806T191943Z
LAST-MODIFIED:20260806T191943Z
UID:62995-1477008000-1477008000@laurapatterson.co
SUMMARY:Marketing Excellence: Best Practices to Make Your Marketing Count
DESCRIPTION:Marketers everywhere are pressed to prove and improve the value of Marketing. An elite group of Marketers does this better and differently than their colleagues. Learn the 10 best practices these Marketers employ to measure Marketing’s impact\, contribution\, and effectiveness and how these practices enable them to be more relevant\, credible\, and influential within their organization. Learn to achieve Marketing Excellence. \n \nFor resources on how to join the ranks of the best-in-class\, please visit our Marketing Assessment page in our Learning Center. \n 
URL:https://laurapatterson.co/event/marketing-excellence-best-practices-to-make-your-marketing-count/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160930T000000
DTEND;TZID=America/Chicago:20160930T000000
DTSTAMP:20260806T191744Z
CREATED:20260806T191744Z
LAST-MODIFIED:20260806T191744Z
UID:62994-1475193600-1475193600@laurapatterson.co
SUMMARY:Making the Business Results Connection to Marketing & Communication
DESCRIPTION:How to Make Marketing More Relevant to the C-Suite\nToday’s business climate necessitates that marketing demonstrate accountability\, communicate value and show how it impacts the organization. Despite the wealth of campaign and operationally oriented metrics at every marketer’s fingertips and the enhancements in technology\, less than a quarter of marketers earn high marks from their leadership team for their ability to measure and communicate their value\, contribution\, and impact. All the cool marketing and communication efforts are for naught if they don’t produce business results. Join this program to learn: \n\nThe top 10 best practices of the marketers who earn top marks from the C-Suite\nQuick win steps you can employ today to strengthen the link between the work of marketing and business results\nThe equation for increasing your influence within the organization
URL:https://laurapatterson.co/event/making-the-business-results-connection-to-marketing-communication/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160901T000000
DTEND;TZID=America/Chicago:20160901T000000
DTSTAMP:20260806T191743Z
CREATED:20260806T191743Z
LAST-MODIFIED:20260806T191743Z
UID:62993-1472688000-1472688000@laurapatterson.co
SUMMARY:Proving Marketing’s Value: Tangible Tools and Metrics for the 21st Century
DESCRIPTION:Thank you for your interest in the VisionEdge Marketing presentation “Proving Marketing’s Value: Tangible Tools and Metrics for the 21st Century\,” presented at AMA’s Communicating Marketing’s Value program. \nProving Marketing’s Value:\nDownload this presentation to learn some of the key things marketing executives and professionals need to do to create a performance-driven marketing organization. Enable your marketing team to measure its contribution and value to the business. The program presented a framework any marketing organization can adopt\, along with tangible steps and metrics every marketing organization can take and use to improve its accountability. We hope you can use this framework to develop your outcome-based customer centric metrics. \nKey Topics Covered included:\n \n\nCreating a Performance-Driven Marketing Organization\nMetrics Enable Us to Respond to the C-Suite\nTactical vs. Strategic Measures\nA Metrics Framework to Elevate Your Game\nRecommendations for Metrics that Link Our Work to the Business\nBringing Your Metrics to Life – Dashboards\nCulture\, Process and Proficiency Play a Role\n\nPlease contact VEM if you would like to explore how to have Laura as a speaker at one of your marketing gatherings or as part of your webinar series.\n\nLaura Patterson is a proven marketing practitioner\, respected consultant and dynamic speaker.  She is known for her practical\, no-nonsense approach to proving and improving the value of marketing. Inventive and engaging\, Laura quickly gets to the heart of the matter to provide actionable recommendations and solutions. Because her 20-year career began in sales and now spans customer relationship management and marketing\, her recommendations are always cross-functional friendly. Laura is recognized as one of the leading authorities in marketing measurement and performance\, operations\, and data and analytics. She has helped hundreds companies in a variety of industries fulfill their marketing potential and achieve competitive advantage. Check out her books – Gone Fishin’\, Measure What Matters\, and Marketing Metrics in Action: Creating a Performance Driven Marketing Organization. 
URL:https://laurapatterson.co/event/proving-marketings-value-tangible-tools-and-metrics-for-the-21st-century/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160818T000000
DTEND;TZID=America/Chicago:20160818T000000
DTSTAMP:20260806T191743Z
CREATED:20260806T191743Z
LAST-MODIFIED:20260806T191743Z
UID:62992-1471478400-1471478400@laurapatterson.co
SUMMARY:Assess the State of Your Marketing Excellence
DESCRIPTION:Best-in-Class marketers align Marketing with business outcomes and clearly convey their impact and contribution to the organization. Alignment and accountability are inextricably linked and are the cornerstones of any successful Marketing organization.\n\nSince Marketing is expected to be more accountable for the investments it makes on behalf of the organization\, best-in-class marketers also establish metrics and key performance indicators (KPIs) for Marketing.  \n\nExpect to learn how to define and select the metrics and KPIs to help you make appropriate customer\, program\, and investment decisions\, understand what is and isn’t working so you can make necessary course adjustments\, and measure Marketing’s impact and value.\n\nSign up here.\n\nInterested in Marketing Assessment? Check out some more resources on the topic in our Learning Center!
URL:https://laurapatterson.co/event/assess-the-state-of-your-marketing-excellence/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160626T000000
DTEND;TZID=America/Chicago:20160626T000000
DTSTAMP:20260806T191743Z
CREATED:20260806T191743Z
LAST-MODIFIED:20260806T191743Z
UID:62991-1466899200-1466899200@laurapatterson.co
SUMMARY:Marketing Strategy - The Secret Catalyst to Building Valuation
DESCRIPTION:During turbulent economic times\, most companies have a tendency to cut marketing budgets in an effort to reduce expenses. Unfortunately this can have a negative impact on the company’s valuation. During its third annual marketing summit\, VisionEdge Marketing\, Inc.\, an Austin\, Texas-based strategic marketing consulting firm\, will explore marketing strategies that can help a business increase its valuation. \n“We’re in dynamic times\, so it’s important for marketing professionals to monitor certain aspects of the economy in order to make strategic course directions\, said James Barnes\, director\, Labor Market Information Department\, Texas Workforce Commission. “Events such as the VisionEdge Marketing Summit provide marketing professionals with a venue for securing the latest economic details.” Barnes is a speaker at the summit and will discuss what today’s indicators bode for the economy and how executives can use this information to guide their marketing strategy. \nVisionEdge Marketing’s summit entitled\, “Marketing Strategy – The Secret Catalyst to Building Valuation\,” will be held Thursday\, at the Norris Conference Center. The purpose of the summit is to provide marketing professionals a forum where they can exchange ideas with other professionals on how to strategically position their company for success. \nRick Jenson\, regional director of Business Valuation Services\, will discuss various approaches to valuation and the marketing elements that directly impact the calculation. “Many companies do not realize the impact marketing has on their company valuation\, as evidenced by the number of firms that have reduced marketing head counts and budgets. At the VisionEdge Marketing Summit\, company executives will have the opportunity to hear first hand why differentiation\, positioning\, and customer retention improve a company’s financial value and are key investments every company should make.” \nIn addition to Barnes and Jenson\, speakers this year’s event include: \n\nDoug Myron\, former chief executive officer of Mytech – an Austin technology company – who recently sold his firm\, will discuss how he used differentiation and positioning to combat the competition in the mature light switch industry. \nMary Lange\, senior vice president\, Independent Banker’s Association\, will discuss customer retention.\n\n\nWHAT:  VisionEdge Marketing’s annual summit\, “Marketing Strategy – The Secret Catalyst to Building Corporate Valuation” \nWHEN:  Thursday\, April 11\, 2002\, from 7:30 a.m. – Noon\, CDT \nWHERE: Norris Conference Center 2525 W. Anderson Lane\, Austin\, Texas \nFor more information about the summit\, and how to attend\, visit visionedgemarketing.com/summit2002
URL:https://laurapatterson.co/event/marketing-strategy-the-secret-catalyst-to-building-valuation/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160622T000000
DTEND;TZID=America/Chicago:20160622T000000
DTSTAMP:20260806T191743Z
CREATED:20260806T191743Z
LAST-MODIFIED:20260806T191743Z
UID:62990-1466553600-1466553600@laurapatterson.co
SUMMARY:Fast Companies: The Quick & The Dead
DESCRIPTION:  \nThe dynamics of the 21st Century are forcing businesses of all sizes and types to speed up.  Skip Maner\, the Managing Principal of Inverness Capital Partners\, will provide insights and recommendations on how to ensure your company is using smart speed and the most important tasks for fast companies.  Laura Patterson\, the President of VisionEdge Marketing\, will introduce the topic and discuss the dynamics and their implications in marketing. Larry Mosiman\, the Product Marketing Manager of SAS\, will discuss the use of analytics to enable smart speed. \nThis program’s take-aways: \n\nLack of Speed Kills\nPerformance for business and marketing needs to be measured from the perspective of innovation and speed\nDecisions need good data and analytics\nMarketing plays a key role in speed\, especially in terms of providing customer insight and guidance for innovation\n\nTitle: How Fast Can You Move Webinar \nDate: Thursday\, January 25\, 2007 \nTime: 12:00 pm U.S Central Time \nThis webinar has passed. For questions\, please contact: jessicap@visionedgemarketing.com.\nDownload a complimentary copy of the presentation here. \nSpeakers\nAbout the speakers\nSkip Maner – Keynote\nManaging Principal\, Inverness Capital Partners\nSkip has spent eleven years in private equity. He is currently a Managing Principal with Inverness Capital Partners in Newtown Square\, PA. Inverness provides growth equity (both control and non-control) to industrial technology-oriented companies and high growth manufacturers in the United States. Prior to joining Inverness\, Skip was a Managing Director with Internet Capital Group and a Principal with TL Ventures and Safeguard Scientifics. Skip works with Inverness portfolio companies such as SkyBitz\, NCSRT\, Nexiant and Pelion. Prior investments\, among others\, include WebLogic (sold to BEA Systems)\, Conduit Software (now ADP) and ICG Commerce. Prior to becoming an investor\, Skip was an entrepreneur and served as president and founder of two companies including a recycled products manufacturer. He serves on the University of Richmond’s President’s Council. He also is on the Board of two Philadelphia-based non-profit youth organizations. \nLarry Mosiman\nProduct Marketing Manager\, SAS Customer Intelligence Solution\nLarry Mosiman has over 20 years of experience leading marketing teams for high tech companies. He is currently the world-wide product marketing manager for SAS’ Customer Intelligence Solutions. Before joining SAS\, Mosiman led the marketing organization for the Material Testing Division of MTS Systems Corporation in Eden Prairie\, MN\, where he developed a successful marketing organization in a business that had been engineering focused. Mosiman has a Masters in Business from St. Thomas University and a Bachelors in Electrical Engineering from South Dakota State University. \nLaura Patterson\nPresident\, VisionEdge Marketing\nLaura Patterson is President and co-founder of VisionEdge Marketing\, Inc.\, a research-based metrics-focused marketing firm that specializes in helping organizations create a competitive advantage designed to attract\, secure and retain profitable customers. Laura brings over twenty-five years of marketing experience to her customers. Author of over 20 published marketing and branding articles and two books\, Gone Fishin’ and Measure What Matters\, Laura has served on several non-profit boards and has been a guest lecturer at various universities. \n  \nThis web event brought to you by or in association with:
URL:https://laurapatterson.co/event/fast-companies-the-quick-the-dead/
END:VEVENT
END:VCALENDAR