VisionEdge Marketing

2017 Marketing Performance Benchmark Study: Cooking Up the Best Marketing Performance
2017-06-14 12:00 - 14:00 (America/Chicago) | Online, TX, United States
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.

Recently 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.

Attend 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.

How Data Moves You from One-Size Fits All to Segmentation-Based Marketing
2017-06-28 12:00 - 13:00 | Online, TX, United States
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.
Learn 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.
Laura will also share some results from VEM’s 2017 MPM Benchmark Survey Webinar: Cook Up the Best Marketing Performance.
Takeaways:

Use your data and analytics to identify and pursue opportunities for growth
Gain practical tips on how to make marketing and the data more relevant to the C-Suite
Use analytics to demonstrate marketing’s value

MarTech Boston Conference | Implement World Class Marketing Processes
2017-10-03 16:00 - 16:30 | Hynes Convention Center
Marketing runs on processes. And processes are the domain of Marketing Ops. Join our MarTech session on October 3rd:
How to Implement Best-in-Class Processes, the Foundation of Your Marketing Operations
Best 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):

1. Customer, market, competitive intelligence, research and insights.
2. Analytics and predictive modeling.
3. Data management.
4. Campaign analyses and reporting.
5. Budgeting and planning; financial governance and reporting.
6. Organization benchmarking and assessments.
This 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:

understand the role and processes of BiC MarketingOps.
implement BiC processes for planning, alignment, implementation, measurement and communication processes around data, analytics, metrics, system, tools and reporting.
recommend processes for improving role effectiveness.
leverage MarketingOps to prove the value of marketing’s contribution to overall business goals and outcomes.

TMAG Meeting | Using Data to Create a Segment-Based Strategy
2017-10-18 10:30 - 15:30 | Santa Clara Venue, Santa Clara, CA, United States
Beyond Theory: Using Data to Create a Segment-Based Strategy
Lack 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.

Hero Conf Austin | Make Your Marketing More Relevant to the C-Suite
2018-04-16 15:30 - 16:30 | Hilton Austin, 500 East 4th Street, Austin, TX, 78701, United States
Make Your Marketing Analytics More Relevant to the C-Suite
The “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.
Join this interactive session, based on 16+ years of surveys and real-life case studies, to learn:

How best-in-class marketers apply data to the strategy development and execution process
How to use analytics to demonstrate Marketing’s value
What it means to live an Analytics Life,
Practical tips on how to make Marketing and your data more relevant to the C-Suite and make your boss look better with numbers

Why and How to Benchmark Your Agency: Proven Practice for Gaining Performance Improving Insights
2018-05-15 12:00 - 13:00 | Webinar
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?
These are the insights that benchmarking can help deliver.
How 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.
Use this method to discover all types of best agency practices to support continuous improvement that will give you an edge over your industry peers.
On May 15 join Laura Patterson, president, VisionEdge Marketing, to learn how to use benchmarking to future proof your agency’s success.
Key takeaways:

What is benchmarking and why use it
Methods for benchmarking
What should be benchmarked and how do you prioritize?
How to spin up a benchmarking initiative and where to start.

Who should attend:
Anyone 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.

Marketing Evolution Experience | Communicating with Executives
2018-06-06 11:00 - 12:00 | Caesars Palace, 3570 Las Vegas Boulevard South, Las Vegas, NV, 89109, United States
Your First Marketing Superpower: Communicating With Executives
Numbers 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.

2018 TMSA Logistics Marketing & Sales Conference
2018-06-12 13:00 - 14:00 | Westin Cape Coral Resort at Marina Village, 5951 Silver King Blvd, Cape Coral, FL, 33914, United States
Are You Rich in Metrics But Struggle to Prove Value?
In 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.
In this interactive session, based on industry case studies, you will learn:

The difference between measures and metric and easy ways to start with the right marketing metrics
How 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
How to use your dashboard to facilitate strategic decisions and mitigate risk
Increase your personal credibility and influence with the right metrics

Ready, Set, Grow. Episode 1 | Live Radio Show with Laura Patterson
2018-06-14 12:30 - 13:00 | CA
Live Radio Show with Laura Patterson on SLMA Radio
Ready, Set, Grow. Episode 1: Steven “Ziggy” Shanklin, Founder & CEO of White Cloud Security
“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

Ready, Set, Grow. Episode 2 | Live Radio Show with Laura Patterson
2018-06-21 12:30 - 13:00 | CA
Live Radio Show with Laura Patterson on SLMA Radio
Ready, Set, Grow. Episode 2: JT McCormick, President & CEO of Book In A Box
“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

Ready, Set, Grow. Episode 3 | Live Radio Show with Laura Patterson
2018-07-19 12:30 - 13:00 | CA
Live Radio Show with Laura Patterson on SLMA Radio
Ready, Set, Grow. Episode 3: Dave Sikora, CEO Altr
“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

MASB Summer Summit 2018 | How Successful Marketers Account for Marketing's Value
2018-08-09 09:00 - 17:00 | CA
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.

Ready, Set, Grow. Episode 4 | Live Radio Show with Laura Patterson
2018-08-23 12:30 - 13:00 | CA
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

Ready, Set, Grow. Episode 5 | Live Radio Show with Laura Patterson
2018-09-20 12:30 - 13:00 | CA
Live Radio Show with Laura Patterson on SLMA Radio Ready, Set, Grow. Episode 5: Marc Hafner, CEO, Revionics.
“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

Ready, Set, Grow. Episode 6 | Live Radio Show with Laura Patterson
2018-10-18 12:30 - 13:00 | Online
Live Radio Show with Laura Patterson on SLMA Radio Ready, Set, Grow. Episode 6: Becky Taylor, COO, SensorRX.
“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

FORECASTxSCIENCE Conference | So, What Can a Good Marketing Dashboard Do For You?
2018-11-14 | Bechtel Center, 500 Washington Street, San Francisco, CA, United States
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.

Ready, Set, Grow. Episode 7 | Live Radio Show with Laura Patterson
2018-11-15 12:30 - 13:00 | CA
Live Radio Show with Laura Patterson on SLMA Radio Ready, Set, Grow. Episode 7: Greg Stock, Chairman and CEO, Zenoss
“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

Revenue Operations
2019-02-26 08:00 - 17:00 | Hyatt Regency Scottsdale, 7500 E Doubletree Ranch Rd, Scottsdale, AZ, 85258, United States
Join Laura in Scottsdale on February 26 to talk about Revenue Operations at the B2B Marketing Exchange.

Everyday Customer Analytics | ClearAction Value Exchange Members Event
2019-04-18 10:30 - 11:15 | CA
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:

What customer analytics matter.
Using the customer lifecycle journey.
Tree practical ways to acquire data to support analytics.
Tips for presenting your recommendations.

While this is a members only event, special passes are available for guests. To secure a pass, email success@clearaction.com

Is Your Customer Journey Map Missing Major Stops Along the Way | If You Market Podcast
2019-04-25 13:00 - 14:00 | CA
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.

Marketing Evolution Experience Conference | How Great People with Great Technology Fail: The Importance of Process
2019-06-16 - 2019-06-20 | Las Vegas Venue, Las Vegas, NV, United States
Laura Patterson, President, VisionEdge Marketing, Inc.
The 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.

How Scenario Analysis Will Improve Your Customer Experience
2019-09-16 - 2019-09-18 | Hynes Convention Center
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.
Learning Outcomes:
1. Plan for and anticipate the unexpected
2. Deliver on the promise of customer experience
3. Understand the value of creating scenarios
4. Learn the steps for scenario creation

Accelerating Growth and Creating Customer Value
2020-03-03 00:30 - 13:00 | CA
Join the conversation as Laura and Lynn Hunsaker, Chief Customer Officer for ClearAction and Customer Value Performance talk show producer, chat about Laura’s newest book, Fast-Track Your Business, and how you can how use the Circle of Traction framework to gain market growth and create customer value.

Master a Customer-Centric Approach to Ramp Up Your Business
2020-03-12 12:00 - 13:00 | CA
Achieving and maintaining growth is difficult – but it is attainable. If you’re focused on growth then you need to be fully clued in on how to use Upstream Marketing to your competitive advantage. Laura will present a framework everyone can use to take a more customer-centric data-to-insights approach to accelerating market growth. Join this webinar as we explore what upstream Marketing is and how it helps you gain a competitive advantage.
You will learn:

Why you need to focus on the upstream if you are trying to grow organically
The four pivotal upstream capability requirements
10 questions you need to be able to answer
The importance of data and how to leverage it for sustainable growth
The framework to facilitate your customer-centric approach to growth

Gain Traction for Organic Growth - A Conversation With Jim Obermeyer
2020-03-19 | CA
Learn how to gain traction for organic growth. Join us for Laura’s conversation with Jim Obermeyer of Funnel Media Group. Listen in as Jim delves into Laura’s newest book, Fast-Track Your Business, and how customers have used the Circle of Traction framework to grow and achieve success.

Revisiting Your Processes for Sustainable Organic Growth
2020-03-26 13:00 - 14:00 | CA
Is it possible to connect the Upstream and Downstream? For many business leaders growth is the number one mandate. But growth doesn’t just occur – it takes intent and deliberate action. Join this program if you are looking for a practical customer-centric framework that provides a systematic process for navigating and accelerating a sustainable path to organic growth.
During this program, Laura Patterson, author of the new Fast-Track Your Business and thought leader on using data-derived insights, operational excellence, and performance management to accelerate growth will cover

Making customer-centric more than a buzzword
Using upstream Marketing to drive growth
Applying a framework to accelerate traction in the market

Register here to listen in.

A Conversation on Growth Sales Pipeline Radio with Matt Heinz
2020-04-23 13:30 - 14:00 | CA
Laura Patterson joins Matt Heinz on the Sales Pipeline Radio Show to discuss the relationship between culture and growth.

Take Another Look at Your Behavior With Customers
2020-05-12 12:30 - 13:30 | CA
Join us for a “town hall” meeting hosted by Bob Thompson for ISBM. In this meeting, Laura will cover:

Fast-Track Your Business, which shares our Circle of Traction framework to taking a customer centric approach for accelerating organic growth
Receipt of our patent for a process for creating a more customer-centric measurable Marketing plan that creates direct line of sight between the work of Marketing and business results
That the science side of Marketing has been the essence of my career and the roots of VisionEdge Marketing, founded in 1999. And our leadership role in helping to pioneer the Marketing Performance Management discipline

Good Analysts Know When to Call a Flag on the Play
2020-05-14 11:00 - 12:00 | CA
Join the conversation about the evolution and emerging role of data scientists and analysts in marketing and business, why we must be ever vigilant in how we create and employ models and where we’re headed as we embrace more artificial intelligence capabilities.

Taking the Indie Route for Fast-Track Your Business
2020-07-07 19:00 - 20:00 | CA
Releasing a book is never easy – doing it on your own adds a whole new challenge. Join Laura Patterson of VisionEdge Marketing and Alan Bourgeois from the Author’s Marketing Guild July 7th, 2020, for their in depth discussion on Patterson taking the indie route for her 4th book – Fast-Track Your Business.
