AMA Energy SIG: Metrics Can Connect Marketing with Energy C-Suite
The recurring theme throughout the presentations to energy industry marketers was “Focus on metrics to facilitate communications between the marketing department and the C-suite.” Now, is this really news to any of us? Probably not so much anymore. We’ve been hearing this quite a bit in the last few years. And now with the technology in place, marketing professionals finally can access tools to measure the success of our marketing programs and initiatives.
The real moment of enlightenment at the event, however, came when all four panelists during their individual presentation shared tips on how to go about providing these metrics and best practices that will help facilitate communication with the C-suite:
Salesforce.com: The “Translator” for Oilfield Marketers
Demonstrating results is one of the primary challenges oilfield marketing executives face. Interestingly, the Chief Financial Officer, long viewed as an adversary, can be one of marketing’s strongest allies in a results- and sales-oriented organization. John Elmer, CMO of Ingrain, a rock physics company, shared the means by which he has built a strong relationship with [...]
Oilfield Brand Evaluations Now Available
Celebrating 8 years of successfully bringing valued marketing research to the energy industry, Gulf Research has published brand equity results for over 20 major upstream product and service companies. Brand performance measures are available instantly through an online brand equity dashboard. “Our brand equity measurement methods have become the standard to monitor marketing performance,” says John McKeever, President of Gelb [...]
Trust at the Center of Brand Performance
Business Week notes that “trust” is evermore important in the current global financial crisis. We couldn’t agree more and have been measuring brand trust for the global oilfield for several years. Gelb’s model is based on a combination of value, difference, and experience, which are all drivers of trust. We are excited at the energy [...]
A roaring start for Women’s Global Leadership Conference
The 2009 Women’s Global Leadership Conference in Energy and Technology started in full force this morning. With well over 650 executives in attendance, John Royall, President and CEO of Gulf Publishing, kicked-off the event with great excitement. John was followed by a powerful keynote from Karen Harbert, President & CEO of the Institute for 21st Century Energy, US Chamber of Commerce. Ms. Harbert presented [...]
AMA Energy SIG Bridges the Gap
I had the pleasure of moderating a panel of seasoned marketers this morning at the AMA Energy SIG event. Aside from my shameless plug of World Oil’s Women’s Global Leadership Forum in Energy and Technology (www.wglnetwork.com), the event provided great insights for engineers and marketers alike. Graham Makin, Director of Technical Marketing at Weatherford, led off [...]
UH Announces Energy Investments
The University of Houston has planned a significant investment into facilities and programs to establish The Energy University. They are using the previous Schlumberger facility on I-45. We at Gelb applaud this effort given our strong relationship with UH (many of us are alumni and current instructors) and our commitment to the energy sector. For [...]
Maximizing your shrinking budget
Given that money troubles, whether budget cuts or overspending, aren’t unique to the E&P world, we realize that such economic difficulties only make all of our jobs harder. We encourage each other and you to look to the practices of companies who are still going strong. How are they investing their money and in what way are they going about it?
For example, we’ve learned that 80% of those who have successfully introduced a new product gathered and used more market information. What kind of information are they gathering?
* Examine your global markets
* Understand your reputation
* Identify risks
* Gain early input from customers
* Plan and resource your market launch early
Highlights from Marketing in the Oilfield Conference
As a moderator and participant in this year’s Marketing in the Oilfield Conference by Gulf Publishing Company, I was very impressed with the turnout and quality of speakers. Over 150 attendees were on hand representing organizations from major oilfield service companies like Baker Hughes and Weatherford, to other marketing managers from companies like Pennwell, Alcoa, and Verizon Wireless. Quite an engaged group!