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6 Habits of True Strategic Thinkers

6 Habits of True Strategic Thinkers | MarCom | Scoop.it

Via Anne Leong, Daniel Watson
Björn Gemmecke's insight:

nice read and good framing

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Dr. Laura Sheneman's curator insight, December 20, 2013 8:04 AM

Think about your role as a librarian and aim to develop these habits.  It will keep us on the cutting edge of transformation.

ASPEL Editor's curator insight, January 14, 2:01 AM

Often times we are faced with the temptation to reach for a fast (and potentially wrongheaded) solution. However, a good strategic leader holds steady, synthesizing information from many sources before developing a viewpoint. If your leader lacks some level of peripheral vision, it can leave your company vulnerable to rivals who detect and act on ambiguous signals. We need strategic leaders who will foster open dialogue, build trust and engage key stakeholders, especially when views diverge. Find out how to become the strategic leader your company needs!

 

 

Molly McClure [molly@fremontconsulting.com]'s curator insight, April 4, 10:24 AM

We have several strategy consultants available in Canada and the US. Sales and strategic management dashboards. Sales accounts analysis; where to focus your sales efforts and glean revenue generating sales behaviors. Reach out to me at molly at fremontconsulting dot com

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What is Analytics? 10 Analytics Technologies that Drive Marketing Decisions - MarketingTech Blog

What is Analytics? 10 Analytics Technologies that Drive Marketing Decisions - MarketingTech Blog | MarCom | Scoop.it

Digest...

 

-- >  Behavioral Analytics – the paths that visitors take and how they interact with each page are critical data to understand how your site can be optimized for increased engagement and conversion.

-- >  Business Intelligence – or BI analytics centralize all aspects of your organizations performance, from marketing to operations and accounting, for senior leadership to monitor a company’s behavior.

-- >  Conversion Analytics – Conversion analytics often incorporate testing of elements so that you can optimize the site to convert more visitors into customers.

-- >  Customer Intelligence Analytics – Systems that allow customer feedback through social channels, surveys and other data collection points can provide invaluable research into how your company is perceived and what you can do to improve it.

-- >  Customer Lifecycle Analytics – understanding the stages of your customer is essential to increasing customer retention, driving up customer value, and then profiling future leads against the most successful engagements you have.

-- >  Predictive Analytics – based on the past performance of your site, these platforms actually predict what the future behavior of visitors will be.

-- >  Real-time Analytics – provide insight into the current activity and behavior of the visitors on your site at the current time.

-- >  Sales Analytics – Sales enablement is a growing technology sector. Sales dashboards like our sponsors at Salesvue integrate directly with your Salesforce CRM and provide sales management with all the detail they need to see and predict sales performance.

-- >  Search Analytics

-- >  Social Analytics

 

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Björn Gemmecke's insight:

a nice try to define what is needed

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iNeoMarketing's curator insight, July 9, 4:26 AM

Cripes almighty, how the hell do we keep track of all this? Hope your Marketing Ops has control of your analytics.

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Conquering Content Marketing, Step 5: Measurement - Search ...

Conquering Content Marketing, Step 5: Measurement - Search ... | MarCom | Scoop.it
Lisa Hughes, a New York-based content marketer for UK apparel company British Outfitters, just learned that someone has hacked into her work email to steal ideas for an upcoming marketing campaign. The new campaign ...
Björn Gemmecke's insight:

a readable approach

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Why this is an extraordinary time to lead marketing - Econsultancy (blog)

Why this is an extraordinary time to lead marketing - Econsultancy (blog) | MarCom | Scoop.it
Brafton
Why this is an extraordinary time to lead marketing
Econsultancy (blog)
This five part series is designed for all those marketers around the world who are aspiring to lead a marketing function.
Björn Gemmecke's insight:

every time is an extraordinary time. but yes this time is it, too.

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Defining a content marketing strategy

Defining a content marketing strategy | MarCom | Scoop.it

Content marketing is much more than creating, distributing and sharing content in order to engage audiences, generate leads, improve branding, and other marketing goals you can serve with content marketing. It needs a strategic approach and that’s what a content (marketing) strategy is all about.

 

Content marketing fits in a broader integrated marketing strategy and it requires a strategy of its own. However, just as all other strategies regarding specific marketing techniques (email marketing or social media marketing, for instance) such a strategy needs to be integrated in a broader strategy.A content marketing strategy (not to be confused with a content strategy) analyzes the different ways content marketing can be used across the buyer’s journey, the customer life cycle and/or the different customer (experience) touchpoints but it goes beyond that. Essentially a content marketing strategy looks how content marketing (not content) can be used in a strategic way as such and for and with other marketing, customer and sales strategies....


Via Jeff Domansky
Björn Gemmecke's insight:

a possible concept - nice read

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Jeff Domansky's curator insight, January 19, 10:56 PM

Defining a content marketing strategy: why it matters and how to get started.

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Go "Back to the Future" with A Strategic Marketing Plan

Go "Back to the Future" with A Strategic Marketing Plan | MarCom | Scoop.it
Old-style concepts, strategies and tactics are more important than ever. Find out how to incorporate them with a strategic marketing plan for your organization.
Björn Gemmecke's insight:

old and new approach will do the job ...

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Value Proposition: 3 steps for laying your value prop testing groundwork - MarketingExperiments Blog | #TheMarketingAutomationAlert

Value Proposition: 3 steps for laying your value prop testing groundwork - MarketingExperiments Blog | #TheMarketingAutomationAlert | MarCom | Scoop.it
One of the best ways to figure out which aspects of your products or services are perceived as most valuable is to test them on the open market.

 

Advanced/ Condensed...

 

Step #1. Identify your value proposition claims

What makes your product or service valuable?What makes it better than your competitors’?Why would a customer purchase it?How does it benefit people?What problem(s) does it solve?What about your company enhances your product or service?

 

Step #2. Identify the evidence that proves your value proposition

When considering what evidence you have to support the claims you and your team have identified, it is very important to focus on specificity and quantification. Be sure to know specific details rather than generalizations, and try to have quantified numbers when possible.

 

Step #3. Combine your claims into buckets

The purpose of this is to step back to gain a broader perspective of our product’s value proposition and look at which overarching value points we have to test against each other. With all of your claims and evidentials laid out before you, it’s time to combine them together in larger categories, or as we like to call them at MECLABS, “buckets.” Sometimes, multiple value points will combine into one larger and broader point, and sometimes one value point will be so unique that it will be able to stand alone in its own bucket. It’s important to identify buckets that are as close to mutually exclusive as possible so your test results aren’t muddied with overlapping value.

 

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iNeoMarketing's curator insight, January 5, 6:15 PM

One of the hardest tasks is to develop a value prop that resonates with all and floats above everything. This is an excellent approach to test (and you can trust MECLABS to come up with a proven protocol).

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INFOGRAPHIC: B2B Marketing Outsourcing Considerations and Tips - Lydia's Marketing | #TheMarketingAutomationAlert

"This Infographic summarizes considerations and possibilities when deciding whether to outsource certain aspects of B2B marketing efforts."

 

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Björn Gemmecke's insight:

so könnte ein erster integrativer ansatz von klassik, e- m-business und social media aussehen.

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iNeoMarketing's curator insight, December 15, 2013 9:13 AM

Yup, that pretty much summarizes it.

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Effective Direct Response Marketing: One-Shot vs. Campaign - Profs | #TheMarketingAutomationAlert

Effective Direct Response Marketing: One-Shot vs. Campaign - Profs | #TheMarketingAutomationAlert | MarCom | Scoop.it

Intermediate/ Digest...

 

The Direct One-Shot Approach

With this approach, you start off with a clear understanding of what problem you are solving. You then find out who your ideal clients are and you create a marketing piece to reach them. That marketing piece could be a letter, email, postcard, online ad, or print ad. The direct one-shot approach has some great benefits:

-- >  Revenue generated right away

-- >  Short time to turn ROI positive

-- >  Easy to use again and again

-- >  Know quickly whether it works or doesn't


The Two-Plus Step Approach (AKA, the Campaign)

With the campaign approach, your initial goal isn't to sell right out of the gate. Your primary focus is to get your ideal audience to join your list so that you can send them marketing messages over a period of time. The benefits of the campaign approach:

-- >  Can deliver a higher total ROI

-- >  Many opportunities to engage and sell to prospects

-- >  Ability to test and change many elements for a winning combination

-- >  Allows you to educate and build a deep relationship with prospects


You definitely want to keep in mind two considerations when deciding which approach to test first.

1. The cost of your product or service. The higher the price tag, the more educating you'll have to do. A higher price typically calls for the campaign approach.

2. Your ideal buyer. If you're selling an app to teenagers, it's unlikely that you'll need to put them into an autoresponder funnel and sell them on the benefits of it. It's something they likely know about already and want. All you need to do is direct them to the sales page and make it easy for them to buy.

 

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Björn Gemmecke's insight:

david olgivy als guru für online-marketing. okay :-D

die sichtweise ist dennoch bedenkens-wert

 

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iNeoMarketing's curator insight, December 15, 2013 12:27 PM

And the answer truly is: it depends! My clients often run repeating emails, optimizing them with each mailing. And it works.


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Marketing (as we know it) is dead - SmartCompany.com.au

Marketing (as we know it) is dead - SmartCompany.com.au | MarCom | Scoop.it
SmartCompany.com.au
Marketing (as we know it) is dead
SmartCompany.com.au
Studies show that in the decision-making process, traditional marketing communications techniques have very little credibility or relevance.
Björn Gemmecke's insight:

line okay, but that sales did it, i doubt.

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Content Marketing Reaching Critical Mass | Social Media Today

Content Marketing Reaching Critical Mass | Social Media Today | MarCom | Scoop.it
What exactly is content marketing and what is a content marketing strategy?
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11 Must-Measure KPIs for Content Marketing Success - Search Engine Watch

11 Must-Measure KPIs for Content Marketing Success - Search Engine Watch | MarCom | Scoop.it
11 Must-Measure KPIs for Content Marketing Success
Search Engine Watch
The search community has always been infatuated with content in one format or another, and the saying "Content is King" isn't exactly new.
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The Right Amount of Marketing Communication - Business 2 Community

The Right Amount of Marketing Communication - Business 2 Community | MarCom | Scoop.it
Business 2 Community
The Right Amount of Marketing Communication
Business 2 Community
For businesses, it can be hard to determine the right amount of marketing communication to your customers.
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Content Marketing: Not your Grandad's Prose - The Guardian

Content Marketing: Not your Grandad's Prose - The Guardian | MarCom | Scoop.it
Castleford Media (blog)
Content Marketing: Not your Grandad's Prose
The Guardian
Content marketing is supposed to change all that.
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The 7 Most Overused Marketing Words - Business Insider

The 7 Most Overused Marketing Words - Business Insider | MarCom | Scoop.it
Business Insider
The 7 Most Overused Marketing Words
Business Insider
That's an age-old debate, and one we won't answer here. Yet, for some reason, it's also the approach many people use when they send e-mails and create a marketing message.
Björn Gemmecke's insight:

nice wordingcheat but outdated

 

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The new media marketing funnel - Daily Record (subscription)

The new media marketing funnel - Daily Record (subscription) | MarCom | Scoop.it
The new media marketing funnel
Daily Record (subscription)
Driving the new business effort is a critical component of operating a successful business. And marketing is a key ingredient that helps move the new business needle.
Björn Gemmecke's insight:

nice read nice theory but nothing proven. so it is up to you to believe their claim.

have fun and think over it.

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The Right Amount of Marketing Communication

The Right Amount of Marketing Communication | MarCom | Scoop.it
For businesses it can be hard to determine the right amount of marketing communication. Luckily, there are actions companies can take to enhance the customer experience and provide just the right amount of communication.

Via Thomas Faltin
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Value Proposition: 3 steps for laying your value prop testing groundwork - MarketingExperiments Blog | #TheMarketingAutomationAlert

Value Proposition: 3 steps for laying your value prop testing groundwork - MarketingExperiments Blog | #TheMarketingAutomationAlert | MarCom | Scoop.it
One of the best ways to figure out which aspects of your products or services are perceived as most valuable is to test them on the open market.

 

Advanced/ Condensed...

 

Step #1. Identify your value proposition claims

What makes your product or service valuable?What makes it better than your competitors’?Why would a customer purchase it?How does it benefit people?What problem(s) does it solve?What about your company enhances your product or service?

 

Step #2. Identify the evidence that proves your value proposition

When considering what evidence you have to support the claims you and your team have identified, it is very important to focus on specificity and quantification. Be sure to know specific details rather than generalizations, and try to have quantified numbers when possible.

 

Step #3. Combine your claims into buckets

The purpose of this is to step back to gain a broader perspective of our product’s value proposition and look at which overarching value points we have to test against each other. With all of your claims and evidentials laid out before you, it’s time to combine them together in larger categories, or as we like to call them at MECLABS, “buckets.” Sometimes, multiple value points will combine into one larger and broader point, and sometimes one value point will be so unique that it will be able to stand alone in its own bucket. It’s important to identify buckets that are as close to mutually exclusive as possible so your test results aren’t muddied with overlapping value.

 

___________________________________

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iNeoMarketing's curator insight, January 5, 6:15 PM

One of the hardest tasks is to develop a value prop that resonates with all and floats above everything. This is an excellent approach to test (and you can trust MECLABS to come up with a proven protocol).

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The 7 Elements of Modern Web Design - HubSpot | #TheMarketingAutomationAlert

The 7 Elements of Modern Web Design - HubSpot | #TheMarketingAutomationAlert | MarCom | Scoop.it
Learn about elements of modern web design and what you should be incorporating into your website.

 

Basic/ Digest...

 

Element #1: Unique Typography

Most companies have a particular family, style, and size of a font, or typography, that they used that helps their customers immediately identify them versus their competitors. In recent years the selection of fonts that they can use on their website has grown. Designers can have a broader selection of fonts to choose from on their websites.

 

Element #2: Flat Design

Flat design is known for its simplistic appearance. Instead of using three-dimensional effects and other design techniques, flat designs use simple illustrations that typically have bright colors. 

 

Element #3: Hover Effects

Hover effects help you identify where you are on a page. When you place your cursor over a part of a website that has a hover effect, it usually changes colors or highlights letting you know where you are looking.

 

Element #4: Scroll to Page Sections

Some websites have a feature where you click a link and it brings you to a different part of the page.

 

Element #5: Giant Product Images

You may have noticed that many B2B websites are starting to display large product images on their sites to highlight different features or parts of their product. This element is another important design tactic that we are seeing more and more.

 

Element #6: In-Depth Product Videos

In addition to large product images, companies are also beginning to use in-depth product videos to talk about the benefits of their products as well as new features that come out. 

 

Element #7: Large, Responsive Images

In the up-and-coming design trends post, we also discussed having large photo backgrounds. But what we didn't discuss was the importance of making these images responsive.

 

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Björn Gemmecke's insight:

as a summary not bad but the overall approach is debatable.

more...
iNeoMarketing's curator insight, January 6, 4:48 PM

If you can't implement all, then at least focus on Flat and Large Responsive Images. These two have the greatest momentum right now.

Intechnic's curator insight, January 7, 6:24 AM

Take a look at our thoughts on Trends for 2014 as well!

 

http://www.intechnic.com/blog/2014-web-design-trends-you-need-to-know-about/

Alberto's curator insight, January 7, 6:33 AM

Very good tips.

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Branding Strategy Insider | 7 Ways To Build A B2B Brand Advantage | #TheMarketingAutomationAlert

Branding Strategy Insider | 7 Ways To Build A B2B Brand Advantage | #TheMarketingAutomationAlert | MarCom | Scoop.it
We tend to put the onus for likeability on B2C brands, but while B2B brands may work to different dynamics and different decision trees, people still want to do business with people they like spending time with.

 

Intermediate/ Digest...

 

Here are 7 ways your B2B brand can increase other businesses’ inclination to work with you.

 

1. Build your authority – the fastest way to de-risk the decision to go with you is to show that you are a wise choice. Do that through story and demonstration not hype and hope.

 

2. Be uplifting – genuine energy is hugely infectious. People want to do business with brands that are passionate about what they do and the difference they can make.

 

3. Problem solve – it’s not about what you offer, it’s all about what they need.

 

4. Have real personality – Stand apart by presenting yourselves in a colorful and savvy way – in your actions and in your marketing.

 

5. Listen carefully – monitor the market, provide input, shape debate, engage with others and take onboard what you get back. Then share the insights you’ve gathered generously.

 

6. Start relationships early – expressing an interest in doing business with another brand and then exhibiting the patience to wait till a slot becomes available shows planning and discipline.

 

7. Open doors – making introductions that display no self interest reinforces trust and helps businesses perceive your brand as connected and enabling. You are part of the solution, despite the fact that you didn’t actually contribute directly in addressing the issue.

 

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Björn Gemmecke's insight:

userful approach

 

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iNeoMarketing's curator insight, December 18, 2013 3:30 PM

Build Thought Leadership...real thought leadership. Deliver incredible value through your content, and be seen as the intellectual, practical, and steeped-in-experience leader.

Richard Shulman's curator insight, December 19, 2013 7:36 AM

Excellent and easy steps - the difficulty is implementing them! Branding as an art form and department within Marketing is getting more and more important, especially in the B2B world.

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8 Tips For Planning Your Small Business' 2014 Marketing Strategy

8 Tips For Planning Your Small Business' 2014 Marketing Strategy | MarCom | Scoop.it
While the holiday season is undoubtedly a busy period for small business owners, it's important to set aside time to plan your marketing strategy for the y.
Björn Gemmecke's insight:

eine schöne kleine geschichte für senior marketing level

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The evolution of the web

The evolution of the web | MarCom | Scoop.it

Interactive infographic about the evolution of browsers and the web.


Via ECAL Library
Björn Gemmecke's insight:

nice one

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Marketing Technologists Are The Secret Weapon Of Conversion Optimization - Marketing Land

Marketing Technologists Are The Secret Weapon Of Conversion Optimization - Marketing Land | MarCom | Scoop.it
Marketing Technologists Are The Secret Weapon Of Conversion Optimization
Marketing Land
To be effective in this environment, marketing must be tech-savvy enough to incorporate technology into its strategy and tactics.
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Greeks in plaid: the art of digital marketing persuasion - Econsultancy | #TheMarketingAutomationAlert

Greeks in plaid: the art of digital marketing persuasion - Econsultancy | #TheMarketingAutomationAlert | MarCom | Scoop.it

Basic/ Digest...

 

Logos marketing: the power of data

Using logic (data and facts) to persuade your audience is particularly important in the digital marketing space because of the virtual nature of the interface. It’s crucial, on the web, to give consumers ways to measure and evaluate your product and brand.

 

Ethos marketing: Optimizing identity

Where do I even start? Good credibility and character are of paramount importance to being persuasive in digital marketing. Authorship, for one. As most of you know, CTRs are higher for search results with authorship images.

 

Pathos marketing: Manufacturing love

Pathos marketing, the appeal to emotions, has a special significance in digital marketing.  What your brands must do is capture their consumers’ love. It’s a particular kind of “love”, and in the context of marketing; he means is creating “'loyalty beyond reason.” It’s a powerful thing.

 

Kairos marketing: The right site

We’re at kairos, which Aristotle refers to as the element of timing. The digital marketers who were the first to apply the spirit of the times (kairos marketing) to their site, adopting clean slate brands, have received big payoffs. The takeaway here is to keep your eyes and ears open to changing consumer desires and associations; apply them to your logos, ethos, and pathos digital marketing strategies. That's the essence of kairos marketing.

 

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iNeoMarketing's curator insight, December 1, 2013 4:40 PM

Take a look at the optimized landing page: it has logic, it has testimonials, and it appeals to emotions. The three pillars to everything we do.

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The Future of Marketing: 4 Things You Need to Know - Inc.com

The Future of Marketing: 4 Things You Need to Know - Inc.com | MarCom | Scoop.it
Inc.com
The Future of Marketing: 4 Things You Need to Know
Inc.com
1. Marketing will become more tactical.
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Is The CMO The Problem? | ANNUITAS | #TheMarketingAutomationAlert

Is The CMO The Problem? | ANNUITAS | #TheMarketingAutomationAlert | MarCom | Scoop.it
A 2012 IBM study reports, “52% of CMOs state they are unprepared for the expected level of complexity over the next five years.”

 

Intermediate/ Digest...

 

If CMOs aren’t helping their organizations drive strategic demand — and revenue — it begs the question: Are they the ones holding their organizations back?

-- >  CMOs obsess about marketing ROI; however, they focus on activities and their costs, not on demand and revenue.

-- >  CMOs talk about the importance of buyer insights; however, they do not orient their approach around supporting the B2B buyer journey in a value-added fashion.

-- >  CMOs believe that they have process gaps; however, their definition of process has more to do with periodic budgeting and campaign creation cycles than it does with managing a perpetual demand process.

 

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Björn Gemmecke's insight:

hat marketing ein problem, houston?

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iNeoMarketing's curator insight, November 26, 2013 4:30 PM

There's a universal mantra emerging from B2B CMOs around marketing technology and the inherent productivity, performance enhancement and the ability to demonstrate ROI against revenue! The fear is disappaiting.