Webinar Recap: How to Measure Your Marketing Performance to Prepare for 2021 – With Rajat Kapur, Paul Ferguson, and Eric Luftig

Written By &Marketing

On October 1, 2020

With the end of the year quickly approaching, it’s time for businesses to evaluate 2020 performance metrics.

While measuring performance against sales goals is an important practice, assessing your company’s marketing efforts takes it a step further and can have a significant effect on your bottom line.

Considering the impact the pandemic has had on industries across the globe and understanding your market and how it has shifted are both key to knowing where to invest your marketing time and dollars in the coming year.

To get you started on the right foot in planning the year ahead, &Marketing hosted a discussion-based webinar lead by &Marketing’s Managing Director, Rajat Kapur, Paul Ferguson, resident Business Intelligence and analytics expert, and &Marketing Advisor Eric Luftig walked us through best practices for aligning your marketing strategy with tactical efforts to drive business growth.

During the webinar, we learned:

  • How to use data and analytics to get a snapshot of your market, where it is heading and how successfully you can impenetrate that market
  • How to use data to drive strategy, increase efficiency, and align to business results
  • Best practices for building brand awareness
  • How to evaluate which marketing channels are driving results and make informed decisions based on performance

Couldn’t make the live webinar? No problem! Watch the recording to learn how to set your marketing up for success in 2021.

Not sure where to start? How about planning your social media content strategy for Q1 of 2021 with the help of our Social Media Playbook?

About Rajat Kapur

As the Founder and Managing Director of &Marketing, Raj strives to provide growing businesses of all sizes unparalleled marketing strategy and execution services. Raj brings two decades of professional experience in marketing, sales, and strategy development experience spanning B2B and B2C Fortune 50, mid-sized, and startups.

About Paul Ferguson

Director of Business Intelligence & Marketing, Paul Ferguson helps clients develop fully integrated marketing solutions driven by data that make impressions and drive results. Whether it be design-oriented campaigns or digital market execution, Paul skillfully creates strategies to effectively reach client’s desired audiences. With over 15 years of B2B Marketing experience for companies ranging from $12 million to $350 million in yearly revenue, he is uniquely qualified to develop innovative solutions that generate awareness and ROI.

About Eric Luftig

Eric is a dynamic, passionate, and results-oriented senior executive with 25 years of demonstrated global, cross-functional leadership across operational and commercial functional areas. His experience ranges from working at large scale Fortune 50 public companies to smaller mid-cap, privately owned businesses — all of which helped shape his understanding of how to build customer-centric teams to best support growth. As a certified GE Master Black Belt, he combines his strong technical and analytical skills with solid business process capabilities. Eric has a genuine passion for customers, employees, and the community, with an inclusive leadership style that energizes and motivates teams to win.