What is The Marketing Technology Alert?
The Marketing Technology Alert, created each weekday, summarizes the 12-20 best marketing automation-related articles, presentations, videos, infographics, etc., published by analysts, bloggers, journalists and other marketing experts. We go through 500-600 articles each day…so that you don’t have to!
Go here to review The Marketing Technology Alert!
- Your Must-Read MarTech Digest™, for Tuesday 5/10/16 #MarTech #DigitalMarketing
- 4 tips to help switch marketing automation systems – CIO
- Gartner for Marketing Leaders: Gartner’s 2015-2016 CMO Spend Survey
- How Inbox Providers Identify Bad Senders – Litmus
- 7 Conversion Rate Optimization Mistakes You Don’t Know You’re Making – CrazyEgg
- May 2016
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- December 2015
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- December 2014
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- December 2013
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- December 2012
- November 2012
Tag Archives: marketing strategy
And the report is available for the price of your email address. Can we stop calling it digital marketing and just call it marketing?
1. Content Marketing
2. Sales & Channel Enablement
3. Customer Intelligence & Analytics
Data is a must-have for understanding the buyer’s journey, unfortunately; that data is normally poor, or not parsed out effectively. To use data effectively, it is encouraged to build a marketing operations ambassador program, which allows non-marketing employees access to marketing data to leverage for decisions.
4. Integrated Digital & Social Engagement
5. Loyalty & Advocacy
Many organizations live and breathe through a subscription economy, particularly when it comes to software. The challenge can be keeping customers happy as new competing solutions are constantly being launched.
They understand the importance of structured data – and build marketing as such
They know vendor weaknesses and tech idiosyncrasies
They automate for the win
They speak multiple business languages – finance, tech and operations
They build great relationships – but don’t treat fools gladly
They can measure their performance – but also know the grey area
They take joy in creative optimisation
They bring energy and urgency to their teams and colleagues
They really understand the customer
They don’t stop learning
And they have a kick-butt product desired by a market, which often makes a fool look like a genius.
There are a couple of areas where we see companies struggling:
- Where do we look for customer needs? Many companies look to existing customers or prospects as a source for uncovering customer needs and leverage surveys, customer interactions and sales feedback to capture known needs. While useful, this common approach limits the organization’s view into the potential needs of current and new target customers that they could address.
- How can we get marketing, sales and product to agree on a common definition of customer needs? Too often, need is defined as the need for the product or solution. This faulty definition creates a presumptive and myopic view that’s centered on the offering and therefore limits the understanding of the full dimension of needs that exist in every b-to-b organization. I see the impact of this most often in messaging that touts the product benefits instead of the business value.
As old as human civilization.
Step 1: Start compiling all the great marketing guides you read into an “ideas backlog” spreadsheet (you can download it at the end)
Step 2: Create and define your goal (based on the AARRR funnel) by working backwards from your end vision. Make sure your goals are specific, measurable, assignable, realistic, and time related.
Step 3: Prioritize your marketing tactics based on how it fits in with the goal, and score them based on the: probability of success, resources required, and impact.
Step 4: Validate the assumptions you used to prioritize the marketing tactics by running small 80/20 marketing experiments. Do this by breaking down your goal into week-to-week growth targets so you can measure your progress.
Step 5: Create an experimental plan by documenting how you will be executing the marketing strategy.
Step 6: Execute your marketing plan and keep detailed notes as you progress through the experiment.
Step 7: Analyze your results by asking “why” the experiment was a success or failure. Do research to find out “why” so you can make tweaks. If the experiment was a failure and it’s too difficult to fix, kill the experiment and move on.
Step 8: If the experiment was a success, apply your lessons learned and scale your experiment in iterative steps. Leverage technology or your playbook to 10x your results. Continue to focus on the marketing channel until it’s no longer effective.
Step 9: Rinse and repeat!
Set aside 30 minutes for the full article: worth it.
Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative: Scott Brinker
“In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it’s the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software–from the growing number of technologies in our own organizations to the global forces of the Internet at large.
But you can turn that to your advantage. And you don’t need to be technical to do it.
“Hacking Marketing” will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for “any” business in a digital world. You’ll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age.”
I’m sure that if you send it to the author with a SASE, he’ll sign it.