Becoming Great - Developing Aligned, Integrated and Engaged Enterprises
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Why Has Strategic Execution Remained a Problem for 25 Years? | CIO

Why Has Strategic Execution Remained a Problem for 25 Years? | CIO | Becoming Great - Developing Aligned, Integrated and Engaged Enterprises | Scoop.it
Researchers cite a 90 percent failure rate among companies trying to execute their strategies. What's up with that?
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Getting Strategy Execution Right

Michael Jarrett, INSEAD professor, on the most important imperative for your business.
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Business Transformation Survey - bizlinkIT

Business Transformation Survey - bizlinkIT | Becoming Great - Developing Aligned, Integrated and Engaged Enterprises | Scoop.it
Business Transformation Survey | Proven Solutions for Better Business.
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I, Robot: How Marketing Automation Can Destroy Your Content Marketing Strategy - Contently

I, Robot: How Marketing Automation Can Destroy Your Content Marketing Strategy - Contently | Becoming Great - Developing Aligned, Integrated and Engaged Enterprises | Scoop.it

Excerpt...


Even worse, too heavy a reliance on marketing automation in lieu of the kind of best practices that actually make it work properly can do a lot of damage to your content marketing strategy. After all, content marketing—and, really, all inbound marketing—relies, to a large extent, on your company’s reputation. Before they’re going to raise their hands and identify themselves as prospects and leads, visitors to your website (or consumers of any other content you create) need to know, like, and trust you. They need to believe you’re working with their best interests in mind, that you care about them as individuals, and that what you have to say means something important to them personally. Of course, it’s not possible to scale personalized email and social media messaging to the extent that it can support your business without some form of automation. But when your automated emails sound robotic, you suddenly draw the curtain back and shout out loud to your prospects, “You’re just cogs in this machine I’ve built, so stand in line and let me place you on my conveyor belt!” And that doesn’t leave your prospects feeling very good.

 

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Sean Culey's insight:

Automation may automate, but is it authentic?

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marketingIO's curator insight, July 22, 2014 9:58 PM

And as a result, the author indirectly argues for a persona-based content strategy. Which is a basic.