Metrics are fast becoming the B2B marketers new best friend. As we begin to take on responsibility for more of the sale funnel and ultimately revenue generation, our reliance on metrics increases. We need to learn a new language – one based upon return on investment and productivity. With metrics we can show the value of marketing, effectively manage our marketing investments, and ensure we’re putting our budget dollars in the best places to drive business.
Today, there are countless methods to measuring marketing. Unfortunately, not all metrics are created equal. For example, if driving web traffic is one of your key goals, you may focus on low cost, high volume sources of traffic. However, the audience you’re drawing to your web site may not fit your target audience and do little to actually drive business. So which metrics should you be tracking? And how do you leverage this data for the best insight?
Picking the right metrics matters. Here are twelve metrics that can help ensure you’re choosing the best marketing investments for your business:
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Tags: b2b marketing, Cisco, Cisco partner marketing, marketing measurement, marketing metrics, metrics
Recently I was invited to a careers evening at my school, St. Georges in Ascot UK, to speak to young female students about what it is like to work in the technology sector. Each of the speakers invited was asked to prepare a 20 minute presentation on their job and the sector they worked in and then participate in a roundtable discussion with the girls so that they could ask questions. Read More »
Tags: Female, talent, technology
Based on the online dialog on Easy Virtual Network (EVN) that I’ve seen, it appears that some people still have questions. We thought our story was as simple to understand as EVN is to use, but there is a need for clarification. Here’s a bit more information about what EVN is and what it isn’t.
One online comment was, “It’s a Cisco proprietary version of MPLS for the enterprise.” No, we believe in MPLS. It’s supported on a number of Cisco platforms and is used by many of our customers. MPLS is the most scalable and perhaps the most capable means of network virtualization. But it’s also overkill and far too complicated for many enterprises.
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Tags: Cisco VRF-Lite, easy virtual network, evn, mpls, Multiprotocol Label Switching, virtualization, VPN routing/forwarding, VRF
As you know from my previous blog, Cisco IT has just crossed the 50,000 mobile device deployed milestone – a mix of iPhones, Android and Blackberry devices. We are thrilled with our progress and believe there are two factors that have driven our success: Read More »
Last year’s America Invents Act made major changes to our patent system, largely designed to improve Patent Office operations, reduce the backlog of applications, and the quality of patents. A properly functioning Patent and Trademark Office (PTO) is vital both to speedy review of patents applied for by companies like Cisco, to weeding out applications that shouldn’t result in patents, and reviewing issued patents to make sure they’re not defective. Yesterday, the PTO set out a framework to help determine fees for using the services of the PTO going forward. While there was a lot of disagreement among various industry groups over various provisions of the patent reform legislation, most agreed on one thing at least: the fees paid by users of the PTO should cover the cost of the services the PTO provides, and the fees, once paid, should actually be available to the PTO to provide those services and not diverted to other purposes.
The PTO’s proposal yesterday fulfills the goals of the America Invents Act. Most important, that proposal is neutral, providing special advantages or imposing special burdens neither on large applicants like Cisco (we apply for over 700 patents per year) nor on smaller applicants who may have very few applications. It makes clear that the higher costs of initial review of patent applications should be reflected in the fees paid, to avoid cross-subsidization among different services, and that applicants should have a choice as to the type of processing desired. The presentation of alternative approaches should lead to a healthy discussion to help the PTO choose the best approach. Either of the approaches is a big step forward from where we were before the AIA. The bottom line is that there’s no free lunch, and no free patent process either. We hope users of the patent office large and small will work together to get a fair and usable result that will lead to the benefits the new law was designed to bring about.
Tags: America Invents Act, innovation, Patents, PTO