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All About Marketing Operations
Current articles and posts about marketing operations, marketing technology and content strategy execution.
Curated by Mayer Becker
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5 Marketing Automation Roles you Didn’t Know you Needed (A Webinar Recap) | MarketStar's Changing the Channel Blog

5 Marketing Automation Roles you Didn’t Know you Needed (A Webinar Recap) | MarketStar's Changing the Channel Blog | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

A look at 5 key skills/roles that a marketing operations team needs when managing lead flow. MarketStar is an experiential/field marketing agency, and partnered with Marketo on this webinar. The defined roles cross traditional lead management with content marketing.

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Adobe drops $600M on Neolane as marketing craze rages on unabated

Adobe drops $600M on Neolane as marketing craze rages on unabated | All About Marketing Operations | Scoop.it
The quest by IT vendors to wrest more of a CMO’s budget continues with this acquisition.
Mayer Becker's insight:

GigaOM, a research consultancy, weighs in on the just-announced acquisition of Neolane by Adobe. This now positions Adobe as a competitor to Salesforce.com (Pardot), Marketo and others. More importantly, it broadens Adobe's suite of cloud-based social and digital services. Adobe as a brand has completely re-invented itself in the past year, with a new mission and key acquisitions of technology. Amazing effort!

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50 Stats You Need to Know About Content Marketing

The 50 most important content marketing statistics that will help you prove the value of content and keep you accountable. To see a full list of the sources ple
Mayer Becker's insight:

Ever thought content marketing isn't for your company? These 50 stats will help convince the non-believers. Enough said.

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The Rise Of The Marketing Operations Director

The Rise Of The Marketing Operations Director | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

Marketing operations, which in its first years was a strategic role within the department, is now more often associated with tactical execution, especially running leads-to-cash (marketing automation). As a counterpoint, this type of marketing operations role (tactical vs strategic) may be of higher value in a small to mid-size company than it would be in a Fortune 500. Yet, we are in our infancy.

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Martec's Law: Technology changes exponentially, organizations change logarithmically - Chief Marketing Technologist

Martec's Law: Technology changes exponentially, organizations change logarithmically - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
I believe these two things are true: Technology is changing very rapidly, and those changes seem to be accelerating. Changing an organization — how it thinks and behaves — is still hard and slow.
Mayer Becker's insight:

The explosion of marketing technologies meets the corporation's inability to absorb change in Scott Brinker's Martec's Law. For all of us in marketing operations who must guide the department's selection and adoption of technologies, this law is highly relevant. Team members often come back from conferences all excited about this or that new capability, or hear it from vendors anxious to sell us their wares. In fact, budgets, priorities and resource constraints all hinder adoption. Take away, set aside a little money each year to investigate and trial new technologies.

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Ten Natural Laws of Marketing Operations - Coffee + Dunn

We believe that, while there is a place for well-established management thinking, marketing is different from other areas of the business, and new philosophies must be adopted to achieve this dynamic future state.
Mayer Becker's insight:

Another excellent blog entry about the still-evolving field of marketing operations from Coffee+Dunn, a group of consultants who know what they're talking about (disclosure: I worked with them for 3 years at another firm). I continue to see marketing operations cast as a tactical function versus as a strategic role supporting the CMO and the department as a whole. Coffee+Dunn agree.

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B2B Marketing Automation Tools 2013: An Updated Guide

B2B Marketing Automation Tools 2013: An Updated Guide | All About Marketing Operations | Scoop.it
Back in February, Marketing Land’s sister site, Digital Marketing Depot, published an in-depth report called B2B Marketing Automation Tools 2013: A Buyer’s Guide.
Mayer Becker's insight:

For B2B marketers, marketing automation tools are table stakes. This report provides a fresh perspective on the features of many of these applications.

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Salesforce.com Makes Its Biggest Acquisition Yet, Buys ExactTarget for $2.5 Billion

Salesforce.com Makes Its Biggest Acquisition Yet, Buys ExactTarget for $2.5 Billion | All About Marketing Operations | Scoop.it
The cloud acquisitions continue.
Mayer Becker's insight:

Consolidation continues in the marketing automation industry...strong combination of SF.COM, Pardot and Exact Target for end-to-end processing. How will this impact ecosystem partners like Marketo? Stand by.

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Marketo launches marketing budget management product - BtoB Magazine

Marketo launches marketing budget management product - BtoB Magazine | All About Marketing Operations | Scoop.it
Marketo launches marketing budget management product
BtoB Magazine
The tool was built in collaboration with budgeting software company Allocadia Software.
Mayer Becker's insight:

Lets face it, MRM applications don't do budgeting for marketing well. Along come Marketo and Allocadia, with an integration of two best of breed applications. Bravo!

 

This is a time of proliferating low cost-of-entry solutions for marketing, delivered as SaaS. The challenge is their integration, which is what the full-scale EMM platforms already offer (e.g., Aprimo, Unica), at a more premium price, as expected. I hope we see more of these vendor-led integrations, which will serve to support bringing in best-of-breed apps, woven together into a power marketing technology ecosystem.

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Procter & Gamble Starts In On Major Marketing Return Overview - Brandchannel - brandchannel.com

Procter & Gamble Starts In On Major Marketing Return Overview - Brandchannel - brandchannel.com | All About Marketing Operations | Scoop.it
Procter & Gamble Starts In On Major Marketing Return Overview - Brandchannel
brandchannel.com
The consolidation of so-called "marketing-mix-modeling" efforts that began two years ago hasn't gone far enough, Advertising Age reported.
Mayer Becker's insight:

Marketing analytics is typically a responsibility of marketing operations. One form of that is "marketing mix modeling,"which is in use at P&G. It's expensive, takes time to collect data and analyze results, and must have executive support to be successful.

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Infographic: Is Your CMO Prepared for the Challenges Ahead? | Mobile Marketing Watch

Infographic: Is Your CMO Prepared for the Challenges Ahead? | Mobile Marketing Watch | All About Marketing Operations | Scoop.it
Let's face it. Today's marketing tools, tactics, and technologies are wholly unfamiliar to marketing professionals of a bygone era. But so rapid is the
Mayer Becker's insight:

Infographic from Accenture about issues facing the CMO....ones we're all too familiar with as marketing operations professionals. And the GOOD NEWS is: CMO tenture is up to 4 yrs!

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How EMC successfully adopted agile marketing - Chief Marketing Technologist

How EMC successfully adopted agile marketing - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
Agile marketing has been gaining a lot of steam over the past year, but we're still in the "early adopter" stage of this movement.
Mayer Becker's insight:

So much is being said about agile principles and how they can be adapted to marketing's needs. Few examples exist, so this view into EMC's rollout of Agile by their marketing organization is worth reading.

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Marketing technology: suite, platform, or portfolio? - Chief Marketing Technologist

Marketing technology: suite, platform, or portfolio? - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
This is a follow-up to my post on why marketing software will never be like ERP (but it's still going to be a ridiculously huge, multi-billion dollar industry). The marketing technology landscape continues to expand and evolve at a breakneck pace.
Mayer Becker's insight:

Scott Brinker, in this piece from 2012, explains the three approaches to marketing technology: suite, platform or portfolio. Marketing Ops should build and update technology roadmaps (hopefully in concert with IT), to ensure the department has the technology support required to carry out its mission.

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Email Marketing’s Value During Customer Acquisition | Global Marketing OperationsGlobal Marketing Operations

Email Marketing’s Value During Customer Acquisition | Global Marketing OperationsGlobal Marketing Operations | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

Blog posted by Lionbridge discusses role of email in customer acquisition. It seems that, according to a recent study, email has been a successful acquisition tool, because it contains more substantive message/content than social media posts.

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Forrester Report: CMOs Must Become Technologists + Master Marketing Tools

Forrester Report: CMOs Must Become Technologists + Master Marketing Tools | All About Marketing Operations | Scoop.it
Map of cross channel buying journey.Digital marketing tools are threatening to undermine the role of CMOs who don't have a strong technological understanding, and CMOs everywhere should take stock of how strongly they grasp tech's role in business,...
Mayer Becker's insight:

If CMO's must become technologists, it is the marketing operations team that has to guide selection and manage the technologies selected for marketing, on behalf of the CMO. The marketing ops leader must also become a technologist! Time to make friends with IT, if you haven't already.

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Op-Ed: Content marketing executions require orientation beyond media

Op-Ed: Content marketing executions require orientation beyond media | All About Marketing Operations | Scoop.it
When executing a content marketing campaign, marketers have to commit to supporting the content and to abandoning their media planning orientation.
Mayer Becker's insight:

Content marketing is not for the faint of heart. Great Op-Ed piece about some of the challenges companies are facing in executing a content marketing strategy.

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Seth Godin's rules for marketing in the new economy | Loyalty360.org

Seth Godin's rules for marketing in the new economy | Loyalty360.org | All About Marketing Operations | Scoop.it
Are you invisible or remarkable? That's the question that Seth Godin believes that marketers should ask themselves in the new economy and there are 3 simple reasons why:
Mayer Becker's insight:

Seth Godin, the "voice" of new marketing, and some say, all marketing, asks the question: are you invisible or remarkable? Important read in developing long-term strategy for a business.

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7 Deadly Sins of Marketing

7 Deadly Sins of Marketing | All About Marketing Operations | Scoop.it
7 Deadly Sins of Marketing Busy corporate marketing groups can be so focused on tactics and fire-fighting that they jeopardize their marketing investment. Overreacting to events, tackle symptoms ra...
Mayer Becker's insight:

In this just-released white paper, Gary Katz of MOPartners nail 7 areas of marketing in sore need of repair. He should know - Gary is one of the most knowledgeable in the field of marketing operations. In 2009 Dr. Philip Kotler declared "marketing is the least efficient process" in business. How far have we come from that? I think we have a ways to go, with marketing operations leading this effort. Thoughts?

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Interview with John Mardlin

Interview with John Mardlin | All About Marketing Operations | Scoop.it
A couple of weeks ago I had the chance to interview John Mardlin of PMRobot.
Mayer Becker's insight:

Video interview (not great quality) of an Agile expert sharing best practices with the marketing community.

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The Transformation Agenda

The Transformation Agenda | All About Marketing Operations | Scoop.it
One of the toughest jobs for any marketer is to repair a damaged brand. Sometimes, it’s not repairing damage, but simply changing the attributes that the market associates with the brand.
Mayer Becker's insight:

A "how to" about building a transformation agenda for your business. Example provided from Starbucks revival.

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The 5 Social Media Metrics Your CEO Actually Cares About

The 5 Social Media Metrics Your CEO Actually Cares About | All About Marketing Operations | Scoop.it
Social media vanity metrics abound, we can all agree. Here are the metrics your CEO actually wants to see.
Mayer Becker's insight:

Hubspot knows all, and is itself a valuable source of information about #contentstrategy and #contentmarketing. Marketing Ops team are called on to measure and evaluate, as part of governance, all marketing spend. Here are 5 key social media metrics explained.

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Just Published: The Forrester Wave Marketing Mix Modeling Providers Q2 2013 | Forrester Blogs

Just Published: The Forrester Wave Marketing Mix Modeling Providers Q2 2013 | Forrester Blogs | All About Marketing Operations | Scoop.it
Just Published: The Forrester Wave Marketing Mix Modeling Providers Q2 2013 http://t.co/cfOQaQShZ9
Mayer Becker's insight:

Great to see MarketShare in the leaders position, second year in a row. Marketing operations is responsible for measuring marketing ROI, and providing insights into how marketing dollars should be spent. Consider marketing mix modeling as one solution.

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Agility In Action: How Four Brands Are Using Agile Marketing

Agility In Action: How Four Brands Are Using Agile Marketing | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

Its good to find examples of Agile Marketing in practice. Marketing Operations should lead the effort to investigate agile, and help determine whether it should be adopted. This is one effort where consultants can be very help - teaching agile, and mentoring a company as they adopt.

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The Art of Marketing Performance Management | Business 2 Community

The Art of Marketing Performance Management | Business 2 Community | All About Marketing Operations | Scoop.it
Today measurement and analytics are as much a part of marketing as creative and strategy. Online channels deliver a wealth of quantitative information that can
Mayer Becker's insight:

From respected website Business 2 Community, a discussion of marketing performance management - encompassing analytics, ROI measurement, and insights generated from marketing data.

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This Insane Graphic Shows How Complex Marketing Technology Is Right Now

This Insane Graphic Shows How Complex Marketing Technology Is Right Now | All About Marketing Operations | Scoop.it
You'll need some Advil after reading this chart.
Mayer Becker's insight:

Just released LUMAscape map of marketing technologies, covering "sales and marketing" and "website operations." No wonder we need a Chief Marketing Technology Officer to manage all of this. Important that #marketingoperations manages the technology platforms, and ensures alignment with department goals.

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