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DTSTART;TZID=America/Chicago:20160622T000000
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DTSTAMP:20260806T191729Z
CREATED:20260806T191729Z
LAST-MODIFIED:20260806T191729Z
UID:62988-1466553600-1466553600@laurapatterson.co
SUMMARY:Aligning Marketing Measurement with CFO Expectations
DESCRIPTION:Any B-B executive\, CMO\, and senior marketing executive and/or professional that is being asked to develop metrics that demonstrate your contribution to the company should attend this live web event. Jeremy Adamson\, the Global Marketing & Communications Controller for Symantec Corp.\, will provide insights and recommendations on how to build a strong relationship with your finance team\, understand their expectations\, and enlist their support in your journey toward measuring marketing’s contribution to the company. Register to attend this live web event brought to you by VisionEdge Marketing and Coremetrics. \nThis program will address these four questions: \n\nHow can the CFO help with defining marketing metrics?\nWhat is the best way to illustrate these metrics to the C-Suite?\nWhat customer and marketing data does the CFO have at hand?\nWhat are some examples of the kind of marketing metrics CFOs think marketing should track?\n\nTitle: Aligning Marketing Measurement with the CFOs Expectations\nDate: Tuesday\, May 9\, 2006\nTime: 12:00pm – 1:00pm U.S. Central Time \nSpeakers\nJeremy Adamson – Luminary\nGlobal Marketing & Communications Controller\, Symantec Corp.\nA Silicon Valley Veteran of over 20 years\, Jeremy has held a variety of senior Finance roles for companies like Cisco\, Novell\, Quantum\, 3Com and for the last 4 years at Symantec. A particular fan of the Marketing function\, Jeremy supports the notion that Marketing is the function that should drive the company and sees his role as to enable that drive for growth. Jeremy partners with two “C-Level” partners on finance matters. \nSpeakers\nLaura Patterson\nPresident & Author\, 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. \nSpeakers\nJohn Stansbury\nDirector\, Strategic Services\, Coremetrics\nA veteran of new media marketing\, customer relationship management\, and web analytics\, John has held leadership positions at pioneering companies such as Human Code\, Garden.com\, and Green Mountain Energy Company. He now serves as Director of Strategic Services at Coremetrics. With extensive experience driving marketing and customer retention efforts from a business value and ROI mindset\, John’s particular interests include predictive analysis\, visualization\, and customer segmentation. \n  \nThis event has already taken place. Please direct questions to davidl@visionedgemarketing.com.\nThis event was brought to you by or in association with: \n  
URL:https://laurapatterson.co/event/aligning-marketing-measurement-with-cfo-expectations/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160622T000000
DTEND;TZID=America/Chicago:20160622T000000
DTSTAMP:20260806T191729Z
CREATED:20260806T191729Z
LAST-MODIFIED:20260806T191729Z
UID:62989-1466553600-1466553600@laurapatterson.co
SUMMARY:Measuring Marketing Performance – Thinking Like the CEO
DESCRIPTION:  \nRegister to attend this live web event brought to you by VisionEdge Marketing and Cognos. Useful for any CMO\, marketing executive and/or professional that wants to understand what today’s CEOs expect in terms of marketing accountability\, the implications of these expectations on marketing executives (especially the CMO)\, and specific metrics recommendations that should included on every CMOs dashboard. \nThe marketing function competes with every other function in the company for a limited pool of dollars. The more marketing can quantitatively demonstrate its value\, the more of these precious resources it can secure. Marketing can be measured more precisely today than ever before\, meaning marketing executives can no longer claim the opposite. The question today isn’t can marketing be measured\, but what should be measured and how should these measurements be communicated to the CEO. \nAttend this webinar to: \n\nLearn what it means to have a “measurement culture” that drives your marketing success\nUnderstand what today’s CEOs expect in terms of marketing accountability\nExplore the implications of these expectations on marketing executives\, especially the CMO\nIdentify specific metrics recommendations that should be included on ever CMOs dashboard\nLearn what business intelligence infrastructure is needed to drive a metrics dashboard\n\nTitle: Measuring Marketing Performance – Thinking Like The CEO\nDate: Wednesday\, November 9\, 2005\nTime: 12:00pm – 1:00pm U.S. Central Time \n\nSpeakers\nJim Garrity – Luminary\nChief Marketing Officer\, Wachovia\nJim Garrity is the Chief Marketing Officer of Wachovia Corporation. Since 1997 he has provided Wachovia executive leadership to integrated marketing activities\, including advertising\, brand positioning\, corporate identity\, market research\, merchandising\, creative services and sports/event marketing. Prior to joining Wachovia\, Garrity was Vice President of Communications for Compaq Computer Corporation. Previously he held a variety of sales and marketing management positions for more than 20 years at IBM. \nSpeakers\nLaura Patterson\nPresident & Author\, 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. \nSpeaker\n\nMichael Smith\nManager\, BI and Data Warehouse – WW IT\, Cognos\nMichael has been a key member of the Cognos products team for over 5 years and is responsible for the Cognos Scorecarding portfolio. He has worked with a variety of industry analysts and technology publications studying how organizations are successfully leveraging scorecarding solutions. He worked extensively with Global 3\,500 organizations and the public sector organizations implementing Cognos performance management solutions. Michael is an active member of the Balanced Scorecard Collaborative\, as well as other industry organizations focused around performance management.
URL:https://laurapatterson.co/event/measuring-marketing-performance-thinking-like-the-ceo/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160621T000000
DTEND;TZID=America/Chicago:20160621T000000
DTSTAMP:20260806T191728Z
CREATED:20260806T191728Z
LAST-MODIFIED:20260806T191728Z
UID:62987-1466467200-1466467200@laurapatterson.co
SUMMARY:Driving Marketing Excellence: Learn from Best-In-Class Organizations
DESCRIPTION:  \nThe Jeannette Expedition – an eight-day northern arctic trek in which the team was inadvertently back tracking farther south – serves as a metaphor for this year’s Marketing Performance Management (MPM) Benchmark study.  \n  \nThough they marched feverishly toward achieving marketing excellence\, this year’s study reveals that while some marketers made great progress\, much of it was illusory. \n  \nHave a first look Thursday\, July 21 at 2 pm EST at the results of the joint study conducted by VisionEdge Marketing and Demand Metric to learn: \n\nWhat leading marketing organizations do better and differently to earn and keep their seat at the leadership table\nHow to achieve best-in-class performance measurement and management\nSteps toward becoming a recognized as a Center of Excellence\n\n  \nJoin Laura Patterson and leading CMO peers Thursday\, July 21\, 2016 at 2 pm EST for a honest conversation around Marketing Performance Management as part of Boardroom Event’s Virtual Roundtable Series. \n\n\nWhat’s a Virtual Roundtable?\n\nAn interactive discussion [not a webinar]\nConvenient networking at your desk\nHigh-level conversations with midmarket peers
URL:https://laurapatterson.co/event/driving-marketing-excellence-learn-from-best-in-class-organizations/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160616T000000
DTEND;TZID=America/Chicago:20160616T000000
DTSTAMP:20260806T191728Z
CREATED:20260806T191728Z
LAST-MODIFIED:20260806T191728Z
UID:62986-1466035200-1466035200@laurapatterson.co
SUMMARY:VisionEdge Marketing Presents: Tips for Securing Top Executive Buy-In
DESCRIPTION:Austin\, TX\, August 20\, 2001 – Marketing budgets are receiving intense scrutiny by CEOs this year. As marketing professionals enter their planning phase for 2002\, they are experiencing a higher-than-usual level of angst. With this in mind\, VisionEdge Marketing\, in association with the Business Marketing Association\, will present a half-day program in Houston\, Texas on Thursday\, August 30\, 2001. \nThe “Selling Your Marketing Plan to the Corner Office: How to Develop A Marketing Plan Your CEO Will Approve” seminar and roundtable offers marketers proven techniques for developing marketing plans that support corporate goals and that speak a language their CEO will understand. \n  \nTopics Covered:\n \n\nWhat CEOs want from Marketing\nHow Marketing can enlist support from Sales to sell the Plan\nWhat Plan formats speak best to the CEO\nThe secret to preventing severe budget cuts\nHow metrics can put marketing and the CEO on the same page\nHow the 2002 planning process will make you a stronger business executive in the eyes of the CEO\n\n\nGeneral Information:\nWHO: VisionEdge Marketing\, Inc.\, a metrics-based\, strategic marketing services firm \nWHAT: Seminar and Roundtable: “Selling Your Marketing Plan to the Corner Office: How to Develop A Marketing Plan Your CEO Will Approve” \nWHEN: Thursday\, August 30\, 2001\n7:30am-11:30am \nWHERE: Doubletree Hotel\n2001 Post Oak Boulevard\nHouston\, TX 78737 \nHOW: Reserve seats or call 1-512-681-8800 x13. Please register by Monday\, August 27\, 2001. Reservations after this date may not be guaranteed. \nCOST: $80 – Includes breakfast\, materials\, and a free copy of the VisionEdge Marketing publication “Gone Fishin’ – A Guide to Finding\, Hooking\, Keeping and Growing Profitable Customers” \nCONTACT: Laura Patterson (512) 681-8800 x12 \n\nAbout VisionEdge Marketing:\nHeadquartered in Austin\, TX\, VisionEdge Marketing\, Inc. is the leader in outcome-based metrics-driven marketing. The company provides complete strategic marketing services\, including the SmartStart Services Suite. These services range from business intelligence\, positioning and brand strategy\, marketing strategy\, demand creation/prospect generation\, and customer retention strategies and programs. \nThe seasoned and experienced marketing professionals use a market/customer centric approach to help companies focus on finding\, keeping and growing profitable customers to expand marketing position. The company provides strategically tactical programs to influence purchasing behavior\, drive demand\, and build and maximize valuation through positioning and brand strategy with emphasis on moving and keeping customers on the highly desirable short list. \n 
URL:https://laurapatterson.co/event/visionedge-marketing-presents-tips-for-securing-top-executive-buy-in/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160506T000000
DTEND;TZID=America/Chicago:20160506T000000
DTSTAMP:20260806T191728Z
CREATED:20260806T191728Z
LAST-MODIFIED:20260806T191728Z
UID:62985-1462492800-1462492800@laurapatterson.co
SUMMARY:Taking Marketing Alignment and Accountability to the Next Level
DESCRIPTION:Taking Marketing Alignment and Accountability to the Next Level will walk you through what it means to be a ‘value-creator’ and how marketing operations is the key to alignment and marketing accountability. In this program\,  Laura Patterson\, from VisionEdge Marketing and Jay Verellen from KENNAMETAL\, a supplier of tooling and industrial materials\, will walk you through how Kennametal employed VisionEdge Marketing’s expertise and patent-pending Accelance® software to create an actionable marketing blueprint that provided clear alignment between Marketing and the business\, defined customer-centric outcome-based metrics\, and a roadmap for further operational development.
URL:https://laurapatterson.co/event/taking-marketing-alignment-and-accountability-to-the-next-level-2/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160416T000000
DTEND;TZID=America/Chicago:20160416T000000
DTSTAMP:20260806T191714Z
CREATED:20260806T191714Z
LAST-MODIFIED:20260806T191714Z
UID:62984-1460764800-1460764800@laurapatterson.co
SUMMARY:Digital Analytics Roundtable
DESCRIPTION:Join Laura Brook from the Digital Analytics Association and Laura Patterson for a conversation about how Digital Anlaytics has evolved\, core skills\, and its role in creating Marketing Centers of Excellence.
URL:https://laurapatterson.co/event/digital-analytics-roundtable/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160413T000000
DTEND;TZID=America/Chicago:20160413T000000
DTSTAMP:20260806T191714Z
CREATED:20260806T191714Z
LAST-MODIFIED:20260806T191714Z
UID:62982-1460505600-1460505600@laurapatterson.co
SUMMARY:How to Transform Data into Insights to Create a Winning Strategy for Competitive Advantage
DESCRIPTION:It’s easy to collect data without insight\, but to gather insight without data is next to impossible. Big Data continues to trend because companies believe it will help them deliver a competitive advantage. While the importance of Big Data is well known\, many organizations experience problems when attempting to translate data into the insights needed to inform strategy. Today’s hyper-competitive business environment necessitates the creation and execution of data-driven strategy. \nUsing real-life examples\, in this presentation\, attendees will: \n\nUnderstand how to collect relevant data.\nLearn how to properly evaluate data and transform it into actionable insights.\nUse information to create data-driven business decisions.
URL:https://laurapatterson.co/event/how-to-transform-data-into-insights-to-create-a-winning-strategy-for-competitive-advantage-2/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160413T000000
DTEND;TZID=America/Chicago:20160413T000000
DTSTAMP:20260806T191714Z
CREATED:20260806T191714Z
LAST-MODIFIED:20260806T191714Z
UID:62983-1460505600-1460505600@laurapatterson.co
SUMMARY:Moving Up the Leadership Ladder with Analytics
DESCRIPTION:All 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.
URL:https://laurapatterson.co/event/moving-up-the-leadership-ladder-with-analytics-2/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160412T000000
DTEND;TZID=America/Chicago:20160412T000000
DTSTAMP:20260806T191713Z
CREATED:20260806T191713Z
LAST-MODIFIED:20260806T191713Z
UID:62981-1460419200-1460419200@laurapatterson.co
SUMMARY:Increase Your Credibility and Influence with the Right Metrics
DESCRIPTION:A small elite group of communications and marketing professionals are able measure their value\, impact and contribution to the business. With some hard work and discipline you can follow their lead.  It will be worth it! When you crack the code and can prove your value and impact the business\, you enjoy more credibility. And with credibility comes the opportunity to sit at the corporate leadership table and influence the big decisions. Learn how you can join the ranks of this elite group. In this session you’ll learn: \n\nThe six areas where these best-in-class marketers and communicators excel;\nHow you can build and leverage your business acumen;\nHow to make your data\, analytics\, and metrics more relevant to the C-Suite; and\nHow to manage and report on your performance to prove and improve the value of your work
URL:https://laurapatterson.co/event/increase-your-credibility-and-influence-with-the-right-metrics/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160412T000000
DTEND;TZID=America/Chicago:20160412T000000
DTSTAMP:20260806T191713Z
CREATED:20260806T191713Z
LAST-MODIFIED:20260806T191713Z
UID:62980-1460419200-1460419200@laurapatterson.co
SUMMARY:Select the Right Metrics to Effectively Make Strategic Decisions
DESCRIPTION:Marketing organizations that want to earn or keep their seat at the corporate leadership table must be able to measure impact\, contribution\, and value. Persistence in measuring what really matters to the business is characteristic of best-in-class marketers.  Learn how you can select the metrics that enable you to link your work to business results\, such as new customer acquisition\, share of wallet\, customer retention\, and market share. Why is this important? Selecting the right metrics is the first link in your marketing excellence chain. When you can prove your value\, you enjoy more credibility. And with credibility comes the opportunity to sit at the corporate leadership table and influence the big decisions. \nJoin Laura Patterson\, President of VisionEdge Marketing and pioneer in marketing measurement\, for a session on how to prove and improve the value of your marketing.  Learn the steps Best-in-Class marketers employ to select the right metrics.   Join this session to learn: \n•               What BIC marketers do better and differently when it comes to performance measurement and management \n•               A metrics framework to help you select metrics that enables you to link marketing activity to business results \n•               How to use metrics to make more effective strategic and investment decisions
URL:https://laurapatterson.co/event/select-the-right-metrics-to-effectively-make-strategic-decisions/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160217T000000
DTEND;TZID=America/Chicago:20160217T000000
DTSTAMP:20260806T191659Z
CREATED:20260806T191659Z
LAST-MODIFIED:20260806T191659Z
UID:62979-1455667200-1455667200@laurapatterson.co
SUMMARY:Accelerating Market Leadership with Customer Advisory Boards
DESCRIPTION:Customer insight is an essential element for achieving market leadership\, so more companies are implementing Customer Advisory Boards (CABs). When planned and executed correctly CABs help you improve existing products\, validate new ideas\, beta test and provide constructive feedback on upcoming products and releases\, improve messaging in existing markets and target new markets\, and provide competitive insights. But if poorly planned and executed\, they can backfire – resulting in lost customers and lost opportunity. During this session\, Laura will share proven practices for how to gain executive sponsorship; create a mission/charter; identify\, recruit\, and reward members; organize productive meetings; and follow-up appropriately.
URL:https://laurapatterson.co/event/accelerating-market-leadership-with-customer-advisory-boards/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160127T000000
DTEND;TZID=America/Chicago:20160127T000000
DTSTAMP:20260806T191658Z
CREATED:20260806T191658Z
LAST-MODIFIED:20260806T191658Z
UID:62978-1453852800-1453852800@laurapatterson.co
SUMMARY:How a Traditional Industrial Company Gained Market Traction for  New Product Using Ecosystem Mapping
DESCRIPTION:ISBM Conference: The Stakeholder Value Chain \nMay 3-5 Chicago \nLoyola University Corboy Law Center\, Kasbeer Hall \nE Pearson St\, Chicago\, IL 60611 \nEven when you’re nearly 50 years old and an established and successfully player in the market\, there’s a time to step back and take a new approach to growth.  The H-J Family of Companies\, a totally integrated manufacturer from casting design to the finished assembly for transformer components\, bushings\, and electrical connectors\, took a new approach to gain access to the end-user market to ensure faster and better market traction for a new product and positively impact the rate and degree of success.  In this session\, learn how the company applied the concept of ecosystem mapping to identify information gaps\, the best point of entry into the US Utility Market\, and to develop a go-to-market strategy to address which customers\, in what order\, who to partner with\, and what barriers they needed to address. \n 
URL:https://laurapatterson.co/event/how-a-traditional-industrial-company-gained-market-traction-for-new-product-using-ecosystem-mapping/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20151209T000000
DTEND;TZID=America/Chicago:20151209T000000
DTSTAMP:20260806T191658Z
CREATED:20260806T191658Z
LAST-MODIFIED:20260806T191658Z
UID:62977-1449619200-1449619200@laurapatterson.co
SUMMARY:Analytics: The Intersection for Marketing and IT to Collaboratively Turn Data into a Winning Strategy for Growth
DESCRIPTION:April 3-4\, 2016 \nHyatt Regency Grand Cypress \n1 Grand Cypress Blvd\, Orlando\, FL 32836 \nMid-Market CMO Forum 2016 \nIt’s easy to collect data without insight\, but to gather insight without data is next to impossible. Big Data continues to trend because companies believe it will help them deliver a competitive advantage. While the importance of Big Data is well known\, many marketing organizations experience problems when attempting to translate data into the insights needed to inform strategy. Today’s hyper-competitive business environment necessitates the creation and execution of data-driven strategy. \nUsing real-life examples\, in this presentation\, attendees will: \n\nUnderstand how to collect relevant data\nLearn how to properly evaluate data and transform it into actionable insights\nUse information to create data-driven marketing strategy
URL:https://laurapatterson.co/event/analytics-the-intersection-for-marketing-and-it-to-collaboratively-turn-data-into-a-winning-strategy-for-growth/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150829T000000
DTEND;TZID=America/Chicago:20150829T000000
DTSTAMP:20260806T191644Z
CREATED:20260806T191644Z
LAST-MODIFIED:20260806T191644Z
UID:62974-1440806400-1440806400@laurapatterson.co
SUMMARY:How to Use Alignment and Measurement to Increase Your Agency's Value
DESCRIPTION:Alignment and Measurement\nWant to know what it takes to make your clients love and respect your agency? Want to know how to increase your agency’s value to your clients?\n \nMarketers are under constant pressure to demonstrate more value creation for their marketing programs. With consumer/customer expectations increasing\, the competitive landscape growing\, the proliferation of new technologies and channels\, and the avalanche of data\, it takes more than intuition and opinion to justify the appropriateness and effectiveness of communications programs.\nYou must have a business-centric\, outcomes-based\, measurable marketing communications plan that is aligned with your client’s targets (business goals\, marketing objectives and strategies). Research has shown that companies with an effective marketing plan experience a 24-30% improvement in sales over those without a plan.\n \nTo achieve this plan\, you need to: \n\nEnsure strategic alignment by asking the right questions and implementing the correct processes\nEstablish clear deliverables\, performance expectations and measurement targets to assess effectiveness\nCreate\, implement and monitor your programs to confirm their effectiveness and demonstrate accountability.\n\n\nOn October 1\, join Laura Patterson\, President\, VisionEdge Marketing\, for a jam-packed day devoted to building the skills and tools that marketers want from their agencies: \n\nCreate alignment with your client’s business plan through the M.O.S.T (Mission\, Objectives\, Strategies\, Tactics) approach\nUtilize the outcome-to-activity approach that leading marketers employ to create clear linkage and evaluation of their marketing programs\, marketing investments and business outcomes\nSet up appropriate and meaningful measurements to build\, monitor and assess your agency’s programs.\n\n \nThis workshop is for agency personnel who want to take their client relationships to a higher level and make their marketing communications programs more effective and accountable.\nThroughout the day\, you’ll have the opportunity to reinforce your learning via group and individual exercises\, providing you with a highly interactive learning environment and culminating in the creation of a business-centric\, outcomes-based\, measurable marketing communications plan.\nWho Should Attend\nIf you are in a client-facing role and responsible for building or managing marketing communications plans and/or measuring a marketing program’s value\, this workshop is a must.
URL:https://laurapatterson.co/event/how-to-use-alignment-and-measurement-to-increase-your-agencys-value/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150810T000000
DTEND;TZID=America/Chicago:20150810T000000
DTSTAMP:20260806T191644Z
CREATED:20260806T191644Z
LAST-MODIFIED:20260806T191644Z
UID:62973-1439164800-1439164800@laurapatterson.co
SUMMARY:Pipeline Engineering: Syncing Content to the Customer Buying Process
DESCRIPTION:Godfrey FWD:B2B Marketing and Technology Conference 2015\nIt’s often been said that today’s customers are in the driver’s seat when it comes to selecting a supplier.  Certainly customers have more choices\, more control\, and more ways to access information and to connect.  As a result\, marketers need a new way to attract and retain customers.  Enter content marketing.  Content marketing aims to create and curate relevant and valuable content that will change\, enhance\, and drive customer behavior.  The basic idea of content marketing is to deliver information that makes your buyer more intelligent.  As a result marketers everywhere are scrambling to develop content and leverage the myriad of channels as a way to reach and connect with prospects and customers. \nHere’s the kicker\, if you focus on producing content without taking the customer buying process into consideration your efforts may be for naught.   Content delivered in the right channel at the wrong time can be a wasted touch point. Content marketing is not the same as running a campaign. Content marketing looks more like publishing\, where you serve as the architect of useful and compelling information that will inform\, educate\, engage and entertain customers and prospects. Content marketing is an ingredient in the marketing mix\, not a substitute for it. \nIt’s a powerful ingredient in the recipe only when you can match the content with the customer buying journey and lifecycle.  To successfully employ this ingredient as a way to create a customer-centric pipeline takes a step-by-step process. In this session\, explore the steps to applying content to the customer buying process and learn how to: \n\nIdentify behavioral commitments associated with the customer buying process\nMap the customer buying process and synch content\, channels\, and touch points accordingly\nCreate an opportunity scoring model and relevant metrics to prove marketing contribution\n\nRegister Now!
URL:https://laurapatterson.co/event/pipeline-engineering-syncing-content-to-the-customer-buying-process/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150806T000000
DTEND;TZID=America/Chicago:20150806T000000
DTSTAMP:20260806T191643Z
CREATED:20260806T191643Z
LAST-MODIFIED:20260806T191643Z
UID:62972-1438819200-1438819200@laurapatterson.co
SUMMARY:How to Transform Data into Insights to Create a Winning Strategy for Competitive Advantage
DESCRIPTION:Demand Metric B2B Marketing Data Virtual Summit\nThe world is just too dynamic and the pace of change is just too fast for marketers to rely on intuition and experience. Data of all kinds is all the rage. \nWhile the importance of data is well known and marketers are ideally situated to leverage actionable data. Successfully combining data and analysis helps marketing identify new customer segments that will deliver higher profits\, current customers with the greatest value potential\, and new products that will be the most relevant both to new and current customers. \nYet many marketing organizations experience problems when attempting to translate data into insights and use these to inform strategy. Today’s hyper-competitive business environment necessitates the creation and execution of data-driven strategy. \nOn August 19th at 8:30am EDT join Laura Patterson\, President of VisionEdge Marketing\, as she shares a practial approach to effectively leveraging data to drive strategy. Join this session to: \n\nUnderstand the role of data and analytics\nLearn how to properly evaluate data and transform it into actionable insights\nUse information to create a data-driven marketing strategy\n\nRegister Now!
URL:https://laurapatterson.co/event/how-to-transform-data-into-insights-to-create-a-winning-strategy-for-competitive-advantage/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150623T000000
DTEND;TZID=America/Chicago:20150623T000000
DTSTAMP:20260806T191643Z
CREATED:20260806T191643Z
LAST-MODIFIED:20260806T191643Z
UID:62970-1435017600-1435017600@laurapatterson.co
SUMMARY:Bring the Art of Storytelling and Visualization to Your Data to Prove and Improve the Value of Your Marketing
DESCRIPTION:Austin Digital Marketing Summit\nYou’ve probably heard or read this quote by Samuel Taylor Coleridge from The Rime of the Ancient Mariner\, “Water\, water\, everywhere\, And all the boards did shrink; Water\, water\, everywhere\, Nor any drop to drink.” Are you wondering what this quote has to do with marketing?  Well\, like the volume of water in the world’s oceans\, the volume of data available to marketers is overwhelming. More new channels\, competition\, and distinct segments to manage\, as well as shorter product lifecycles\, greater price transparency\, and higher customer experience expectations\, are creating an exponential increase in the amount of available marketing data. But unless all of this data can be effectively collected\, analyzed and transformed into meaningful and actionable insights\, and then used to tell a compelling\, actionable story\, it is useless\, just as salt water is useless when you are adrift on the ocean and parched.  With a tsunami of data\, the ultimate challenge for marketers is to use the data to create stories. Join this session to learn how to: \n\nVisualize your data in such a way as to foster insight-driven decisions\nCommunicate marketing’s value.\n\nRegister Now!\n 
URL:https://laurapatterson.co/event/bring-the-art-of-storytelling-and-visualization-to-your-data-to-prove-and-improve-the-value-of-your-marketing/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150623T000000
DTEND;TZID=America/Chicago:20150623T000000
DTSTAMP:20260806T191643Z
CREATED:20260806T191643Z
LAST-MODIFIED:20260806T191643Z
UID:62971-1435017600-1435017600@laurapatterson.co
SUMMARY:Making Marketing Analytics More Relevant to the C-Suite
DESCRIPTION:4A’s Webinar\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 marketing team to have skill and proficiency at marketing – whether inside or outside the organization. The ability capture\, analyze\, and use data to demonstrate your business acumen and to make critical business decisions is a pivotal skill.  A great indicator of marketing’s business acumen is the degree to which others in the organization rely on data marketing provides to make decisions. Yet\, according to by Demand Metric\, Forrester\, ITSMA\, and VisionEdge Marketing\, 10% or less of the C-Suite uses the data provided by marketing to make strategy\, tactical\, and investments decisions.  Join this webinar to \n\nLearn what how best-in-class marketers apply data to the strategy development and execution process\,\nUse analytics to see demonstrate marketing’s value\nGain practical tips on how to make Marketing and the data more relevant to the C-Suite\n\nWho Should Attend: \nThis program is ideal for people who need to \n\nleverage a data to understand customers\,\ncreate and use marketing models\,\nmake decisions and/or recommendations supported and informed by data.\n\nKeep an Eye Out for Registration!\n  \n  \n 
URL:https://laurapatterson.co/event/making-marketing-analytics-more-relevant-to-the-c-suite-4/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150514T000000
DTEND;TZID=America/Chicago:20150514T000000
DTSTAMP:20260806T191628Z
CREATED:20260806T191628Z
LAST-MODIFIED:20260806T191628Z
UID:62968-1431561600-1431561600@laurapatterson.co
SUMMARY:Take Your Place at the Head of the Pack: How to Increase Marketing’s Credibility and Influence
DESCRIPTION:4A’s Strategy Festival 2015\nThe pressure on marketing to prove its contribution to the business is not abating.  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\, Sales Enablers and Campaign Producers\, are actually falling farther behind!  What can you do to make sure you take your place at the head of pack?  A Harvard and the Economist Intelligence Unit study conducted with 343 businesses found that the companies who increased their strategic speed improved their top and bottom lines\, averaging 40% higher sales and 52% higher operating profits over a three-year period. IBM’s 6th annual study\, “Analytics: The speed advantage\,” found that speed-driven data and analytics significantly impact business performance. In this workshop you will learn: \n\nThe three personas of marketers when it comes to performance measurement and management. You’ll have the opportunity to self-assess which persona reflects your organization.\nThe two key ingredients that distinguish BIC marketers. You’ll have the opportunity to examine whether your data and analytics demonstrate your business acumen and customer knowledge.\nHow to alignment and accountability increase your influence and credibility.  You’ll have the opportunity to apply alignment and accountability to an existing marketing plan\n\nRegister Now!  \nRegister Now!
URL:https://laurapatterson.co/event/take-your-place-at-the-head-of-the-pack-how-to-increase-marketings-credibility-and-influence/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150514T000000
DTEND;TZID=America/Chicago:20150514T000000
DTSTAMP:20260806T191628Z
CREATED:20260806T191628Z
LAST-MODIFIED:20260806T191628Z
UID:62969-1431561600-1431561600@laurapatterson.co
SUMMARY:How Value Creators Build Credibility and Influence with Business Acumen
DESCRIPTION:Marketing Ops Tech Summit 2015\nAs the pace of marketing transformation accelerates\, marketers are tackling the hardest task of all: seizing the role of value creator.  According to the findings from this year’s 14th Annual Marketing Performance Management (MPM) Study\, conducted by VisionEdge Marketing and Demand Metric only 1 in 5 marketers have reached this critical point in the marketing performance journey\, regardless of industry\, region\, or company size.  One of the key attributes that distinguish these BIC marketers from the rest of their colleagues is their business acumen\, that is\, their “ability to make good judgments and quick decisions”. These Value Creators understand how business acumen enables them to increase their credibility and influence. Join the conversation to learn what this group of elite marketers do better and differently to facilitate their business acumen: \n\nIn today’s environment\, metrics are not the challenge. There are dozens of potential metrics\, the real challenge is measuring what matters. Value Creators engage in an effective conversation with the leadership team to identify which business outcomes and metrics senior executives care about.  They use this information to create clear line of site between marketing activities and investments with business results.\nValue Creators build strong\, quantitative skills to improve their business acumen. They are able to see the big picture because they use data and analytics to understand their market and customers\, and how their organization operates in that market\, and what drives profitability and cash flow.\nThese elite marketers set quantifiable performance targets and leverage outcome-based actionable dashboards.  Value Creators use these dashboards to boost marketing effectiveness\, communicate marketing’s impact\, and facilitate strategic market\, customer\, and product decisions.\nValue Creators create and execute a well-defined and documented plan for improving performance management and the associated processes so they can positively impact the business.\n\nRegister Now!  \nRegister Now!\n 
URL:https://laurapatterson.co/event/how-value-creators-build-credibility-and-influence-with-business-acumen/
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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/
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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/
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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/
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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/
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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/
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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/
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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/
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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/
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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/
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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/
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