Building a Successful Marketing Dashboard

The marketing mix is getting more and more complicated. It was hard enough to track the results of advertising campaigns, tradeshows and direct mail programs. Now you’ve got search engine marketing, banner ads, pay per click advertising, social networking, mobile marketing and a plethora of other tools at your disposal. One thing that hasn’t changed though is the need to track your results, monitor the performance of your campaigns and measure the return on investment.

Marketing dashboards are a great way of measuring the efficiency and effectiveness of your marketing programs. Simply put, a marketing dashboard pulls all the key performance indicators (KPIs) that you are tracking for each marketing initiative and displays this information in a graphical format. It allows you to easily identify those KPIs that are not meeting expectations so that you can move quickly to adjust a poorly performing campaign. Conversely, you can also quickly identify the campaigns that are kicking butt - and put more time, money and effort into expanding the successful programs. In addition to providing both recognition and accountability for the marketing function, it creates a stronger argument for budget dollars and larger campaigns when programs are working successfully. Read more

Virtual Marketing Office

Every strategic plan generates a series of tactics. That’s often where everything falls apart. The greatest plan in the world doesn’t do squat if it sits on a shelf because you don’t have the resources to execute. And for any growing organization, a wide variety of talents and disciplines are required to execute any type of strategic plan - whether it’s marketing, sales, or customer retention.

The challenge is hiring the right mix of talent, and making sure you can utilize those talents 100% of the time. It’s almost impossible, and in today’s market you want to focus your efforts on your core competencies. Zephyr’s Virtual Marketing Office (VMO) team becomes an extension of your internal staff. So you get the expertise you need without increasing headcount. Support services include:

• Branding & Messaging
• Copywriting (newsletters, emails, white papers, etc.)
• Search Engine Marketing (PPC Advertising & SEO)
• Lead Generation
• RFP Support
• Channel Programs
• Marketing Collateral
• Public Relations
• Event Services
• Workshops & Seminars
• Web Site Development