Be an Agent For Change
Steps Nine & Ten of Ten Steps To Marketing Relevance Be the one singing Marketing’s praises — and leaning forward Step nine in this series is really self-help advice…. Sing Your Own Praises. As we discussed in the previous post, many executives need continuous reminders that Marketing has changed. They will persist in thinking of it […]
Measure, Test, Analyze, Rinse and Repeat
Step Eight of Ten Steps To Marketing Relevance Learn from experience, and share the lessons In our last installment, we discussed steps to integrate a Marketing Automation System (MAS) with the Sales process. To get your company to see the value of your marketing process, you will need to conduct continuous grass-roots training. But your executives […]
Are Brands Dying?
Do you agree that Brands are rapidly losing value in our information society? In the February 17 issues of The New Yorker, Financial Page contributor James Surowiecki’ writes, in his article, “Twilight of the Brands,” about the theories of Itamar Simonson. In his book, “Absolute Value,” Simonson postulates that brands used to serve the purpose […]
Integrating With the Sales Process
Step Seven of Ten Steps To Marketing Relevance Your MAS must be linked to your CRM and other sales tools – and your sales force must understand how it all works In our last discussion, we discussed the value of implementing a marketing automation system (MAS). But like any tool, a MAS only works well if […]
Implementing a Marketing Automation System
Step Six of Ten Steps To Marketing Relevance MAS are critical for generating leads, measuring productivity, and demonstrating value In the first five installments of this series, we covered structure, content and channels. Now let’s talk technology…. specifically marketing automation systems (MAS). These new tools, including Marketo, Eloqua, Silverpop and others, are a game changer. Having […]
The Age of the Customer
I recently listened to a Forrester webinar, and wanted to share these two slides from it… First, we’ve all heard this, but the landscape has changed shape with the digital revolution. Now it really is all about the customer. Second, marketing’s role has become increasingly about embracing the new paradigm, using digital channels to break […]
Remember: It’s About Revenue
Step Five of Ten Steps To Marketing Relevance Don’t Get Caught Up in Making Nice Marketing…It’s About Making Money How many of you know marketing managers who get lost in the weeds? Every team I’ve seen has members who get so caught up in making nice deliverables and campaigns that they forget to keep their eyes […]
Think Omni-channel
Step Four of Ten Steps To Marketing Relevance Be There With Relevant Content When & Where Your Clients Are Looking For It Even if you create relevant content, customers aren’t going to just appear. You have to put that content where they are when they are looking for it. Earned media is the most credible, and […]
The ‘Omniconsumer’ of the Future
I recommend taking a moment to read “Vantiv Profiles the ‘Omniconsumer’ of the Future” at RetailCustomerExperience.com … because it contains a lot of interesting facts about the 18-34 consumer and what they expect from mobile payments. And because it’s part of the work I do for Vantiv. Likewise, you might enjoy this TIME piece on Omniconsumers, […]
Create a Robust Content Marketing Program
Step Three of Ten Steps To Marketing Relevance Don’t Underestimate the Value of Content Marketing In my last post, Be a Thought Leader, we discussed why thought leadership sits at the pinnacle of content marketing. Now let’s back up and look at content marketing as a whole. What exactly is it? The Content Marketing Institute says: […]