If you intend to maintain – or perhaps even increase – your marketing spend in the coming year, be ready to prove its effectiveness. Organizations large and small are taking a closer look at how they invest their dollars, making it imperative for you to justify the value of every one of your programs. On March 15, 2011 the Minnesota chapter of the Business Marketing Association (BMA-Minnesota) will host a lively panel discussion on how to measure the value and effectiveness of marketing communications.
The panel will feature Cargill’s, Ann Ness, vice president, corporate brand management; Padilla Speer Beardsley’s Matt Kucharski, senior vice president; and Honeywell’s Dan Joyce, global director, Automation Control Solutions. Together the panelist will:
- Discuss measurement best practices used at Cargill, Honeywell and a variety of other organizations
- Debate pros and cons of various marketing methods
- Show sample dashboards and helpful tools for measuring programs
“Metrics for measuring marketing communications have always been elusive,” said Ann Ness, vice president at Cargill. “But it’s imperative for B2B marketers to be able to measure their effort’s effectiveness and prove the value and necessity of market spend to their company’s bottom line.”
The event will be held on Tuesday, March 15, 2011, at the Metropolitan Ballroom in Golden Valley, Minn. Registration and breakfast will begin at 7:30 a.m., followed by the program from 8 to 9 a.m.
The cost of the event is $30 for BMA members and $45 for non-members. Attendees can register online at http://www.bmaminnesota.org/ through March 11, 2011. There will be a limited number of walk-up registrations are available.