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O'Dell: Driving ROI into today's marketing programs
"In today's environment, measuring the return on investment on marketing programs is no longer a luxury," writes Byron O'Dell in BMA Colorado's Advice from the Top. O'Dell, currently senior director of demand management at global information company IHS, shares measurement tactics that help marketers demonstrate ROI and better plan future investments.
Open letter from your frustrated buyer personas
By Adele Revella, founder of Buyer Persona Institute
Adele Revella channels the frustration of B2B buyers who are inundated by marketing platitudes and registration requests as they make the journey toward decisions that could make or break their careers. She suggests strategic shifts to improve the customer experience.
Patina Solutions: Building a mentorship program
A formal mentorship program should be part of any organization's strategy, says Jeff Hanan, who leads the mentoring services group at professional services firm Patina Solutions. The national practice director-leadership and organizational development shares his insight into the creation of productive mentor-mentee relationships.
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