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Seven Advanced Writing Techniques to Make Your Blog a Smashing Success [Visual Sketchnotes] - Profs | #TheMarketingAutomationAlert

Seven Advanced Writing Techniques to Make Your Blog a Smashing Success [Visual Sketchnotes] - Profs | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
Want to boost your writing skills? Check out these visual sketchnotes of my advanced writing session at the MarketingProfs B2B Forum.

 

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We could all use a little help...especially with eliminating adverbs.

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The Marketing Technology Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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Take a Break, and the Top 9 Marketing Technology Articles Curated Thursday, 8/28/14

Take a Break, and the Top 9 Marketing Technology Articles Curated Thursday, 8/28/14 | The Marketing Technology Alert | Scoop.it

As of yesterday, everything has slowed down to a crawl. Clients have packed up, readers not around, very few quality marketing posts out there.

 

For the U.S., it’s time.

 

Grab the blender, refill the propane tank, turn on your Out of Office responder. Say your good-byes to the 2014 summer. We’ll see you Tuesday.

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Do You Understand the Email Halo Effect? - Profs http://sco.lt/5iEctt 

-- > Introducing the Content Marketing Team Matrix - Econsultancy http://sco.lt/5pGCMz 

-- > Are Hashtags Dead? Do Tweets with Images Get More Followers? Twitter Growth Factors - Moz http://sco.lt/5wD60X

-- > Executive Perspective: The Biggest Mistake a Marketing Automation User Can Make - Pardot http://buff.ly/1tD4lIo

-- > Special Report: B2B Marketers Turn To Account-Based Strategies To Improve Targeted Messaging - Demand Gen Report http://sco.lt/96cxv7

-- > B2B Marketers Weigh In On Their Data-Driven Performance - Marketing Charts http://sco.lt/6k9wnp

-- > A Handy Little Guide to Pairing Fonts [Infographic] http://sco.lt/5SbrbF

-- > How Many Hats Do You Wear? | Pardot http://sco.lt/5cBpEv

-- > 7 Essential Marketing Skills [Infographic] - Demand Gen Report http://sco.lt/4hQ3E1

 

See ALL Top Curated Marketing Technology Articles here.

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5 Content Marketing Keys To The Customer Kingdom - MarketingThink by Gerry Moran

5 Content Marketing Keys To The Customer Kingdom - MarketingThink by Gerry Moran | The Marketing Technology Alert | Scoop.it

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The Case For Embracing B2B Social Marketing - Marketing Land

The Case For Embracing B2B Social Marketing - Marketing Land | The Marketing Technology Alert | Scoop.it

Digest...


• Social Media Is A Data Goldmine.  68 percent of B2B marketers use social media to gain market insights (PDF), according to a Social Media Examiner study from 2012. 

• Your Competitors Are Doing It In Some Capacity. The same Social Media Examiner report found 83 percent of B2B marketers use social media to increase brand visibility.

• Your Buyers Are On There. According to InsideView, B2B marketers that use blogs generate 67 percent more leads, and those who use Twitter generate twice as many leads as those who don’t.

• You Need To Stay Relevant.

• You Want To Be Interesting. According to Forrester Research, today’s B2B buyers complete the majority of their journey before they reach out to your sales team — social media is your chance to make your brand stand out with compelling content that lingers in a lead’s mind.

• You’d Like To Build Credibility. According to a 2013 Forrester Report, 74% of business decision-makers in North America and Europe say they use LinkedIn for business purposes, or for both business and personal purposes. Be sure your social pages are designed to let buyers move forward at any time by providing links to your sales and support teams.

 

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iNeoMarketing's insight:

Should you need additional justification...

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Twitter rolls out analytics tools for everyone - VentureBeat

Twitter rolls out analytics tools for everyone - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


Twitter’s activity dashboard, a tool that gives select Twitter users insight into their feeds and followers, is rolling out to all users now.

 

The newly available dashboard gives users access to tons of stats about tweet impressions, engagement, retweets, and replies. The analytics tool also gives you fresh insight into who your followers are, where they’re located, and the types of people and organizations they follow.

 

Twitter refreshed its dashboard back in July. Before that it mostly monitored retweets and favorites. Now with the new dashboard, users can see how many people have viewed a tweet, how many people have clicked a link or hashtag you tweeted, and a breakdown of your followers by various criteria.

 

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iNeoMarketing's insight:

If you need help finding it, contact me.

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Google Kills Authorship, Photos and All - HubSpot

Google Kills Authorship, Photos and All - HubSpot | The Marketing Technology Alert | Scoop.it

Digest...


Google Authorship is over. According to a Google+ post yesterday by Google Webmaster Tools' John Mueller, Google is removing authorship results from search and won't be tracking the rel=author tag data anymore (it'll be treated like any other type of markup on your website, and "won't cause problems," according to Mueller). In Mueller's post, he says the reason Google Authorship is getting the boot is because of users. Apparently it wasn't that helpful for users, and even ended up distracting them. And according to their tests, "removing Authorship generally does not seem to reduce traffic to sites. Nor does it increase clicks on ads."

 

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iNeoMarketing's insight:

On the upside, it's one less thing about which to worry. But this doesn't mean we're at the end of Google+.


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The Future of Content Marketing: 10 Things to Consider Today - CMI

 

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iNeoMarketing's insight:

Must review! Love #5.

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The Types of Content that Gets the Best ROI - Socially Stacked

The Types of Content that Gets the Best ROI - Socially Stacked | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Which content type provides you with the greatest ROI? The one that tests out as having the greatest ROI. TEST!!!

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Do You Understand the Email Halo Effect? - Profs

Do You Understand the Email Halo Effect? - Profs | The Marketing Technology Alert | Scoop.it

Digest...


Clearly, there is value from sending an email that is not being collected when you just focus on click-throughs. So, how can we measure that?

 

My initial advice is to run an analysis of revenue from all channels except email as a starting point. Then take that revenue from a given period of time, and deduct the email-specific revenue (determined from opens and clicks) and break down the new number by days when emails were and weren't sent out.


Our main conclusion was that email is certainly driving sales in other channels, and this is one way to prove it.

 

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iNeoMarketing's insight:

It's one way to do it. Attribution: it's hard.

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Are Hashtags Dead? Do Tweets with Images Get More Followers? Twitter Growth Factors - Moz

Are Hashtags Dead? Do Tweets with Images Get More Followers? Twitter Growth Factors  - Moz | The Marketing Technology Alert | Scoop.it

Digest...


Each additional tweet with an image or hashtag corresponds to a 2% increase in new followers.

This makes intuitive sense. The use of hashtags (found in 45% of broadcast tweets) exposes content to others it might not normally reach. Similarly, images make content more attractive for casual viewers of one's account.

 

Each additional retweet a user makes is associated with 4% more new followers.

I suspect it's because RT'd content is typically better-than-average content. It probably makes one's timeline more attractive to previewing users, and may result in RTs of the RT (thereby exposing you to a new audience).

 

Engaging with others is associated with 6% more new followers.

This confirms that Twitter shouldn't just be a broadcast medium: that it's important to engage and respond. It likely increases your overall RTs, exposes your content to others (via those watching the engagement from others' timelines), and more.

 

Each additional tweet with a URL is associated with fewer new followers.

Do links really add a ton of value to your followers? Particularly if that content is already ricocheted all over one's existing network? Probably not. And so it may turn off new followers. 

 

Weekends are terrible: you can expect 23% fewer new followers.

Save those tweets for the weekday!

 

Creating great content (and therefore getting RTs and favorites) is good.

 

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iNeoMarketing's insight:

Tremendous data and insight. And the post includes a blow-by-blow analysis done with Excel (and I thought I was an Excel jockey).

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B2B Marketers Weigh In On Their Data-Driven Performance - Marketing Charts

B2B Marketers Weigh In On Their Data-Driven Performance - Marketing Charts | The Marketing Technology Alert | Scoop.it

Excerpt...


Slightly more than two-thirds of B2B marketers are using data to analyze customers, finds Bizo in a recent report [download page], and a slim majority also use data to identify prospects, segment, and measure marketing performance. While few are very confident in their use of data-driven marketing, a plurality feel that they’re on the path. Even so, they remain generally dissatisfied with their data-driven marketing in several areas.

 

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iNeoMarketing's insight:

Data-driven is probably one of the most amorphous terms in the marketing realm. Who know for sure what this really means.

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How Many Hats Do You Wear? | Pardot

How Many Hats Do You Wear? | Pardot | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Click through for the full infographic. Well done.

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Heading Into the Stretch Run, and the Top 14 Marketing Technology Articles Curated Wednesday, 8/27/14

Heading Into the Stretch Run, and the Top 14 Marketing Technology Articles Curated Wednesday, 8/27/14 | The Marketing Technology Alert | Scoop.it

As we enter the US Labor Day holiday weekend, it marks the beginning of the calendar year stretch run, where we try to engage and close business, attend multiple trade shows (as exhibitor and attendee), and start the budgeting process.

 

So as you start your thinking around your plans for next year…before attending trade shows to conduct research…consider the following:

 

1) If you do not use marketing automation, then this is atop your list for 2015. Take a look at the Big 4, then compare what you see to the other participants in this market. Search here for a compilation of research pertaining to vendors: http://www.scoop.it/t/the-marketing-automation-report/?tag=marketing+automation+vendors

 

2) Prep your content marketing calendar, and stuff it with video. If you have a video as a part of your content presentation, investigate new tools to produce, manage and measure. Go here for research on video: http://www.scoop.it/t/the-marketing-automation-report/?tag=video

 

3) If you use marketing automation, supplement your B2B DB with 3rd party data. Multiple uses: a baseline upon which to build when the target visits for the first time, a base for predictive analytics, and a source of information for sales. More research here: http://www.scoop.it/t/the-marketing-automation-report/?tag=customer+data+platform

 

4) Focus the hell out of LinkedIn (and SlideShare). Leverage everything you can from LI.

 

5) Setup skunkworks around Predictive. Kick the tires, do your research. More research here: http://www.scoop.it/t/the-marketing-automation-report/?tag=predictive

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Getting the CMO and CIO to work as partners | McKinsey & Company http://sco.lt/5YRAnZ

-- > Customer Experience Matrix: HubSpot Files for IPO: Solid Financials for a Young Company http://sco.lt/5el1UX

-- > Hubspot files for an IPO, but documents reveal a gloomy financial picture - The Hub http://sco.lt/9HDKb3

-- > Executive Perspective: The Biggest Mistake a Marketing Automation User Can Make - Pardot http://sco.lt/59SkOv

-- > Ready, Set, Send: Marketing Automation and the Customer Lifecycle - BizReport http://sco.lt/5EDWpV

-- > How B2Bs Can Prepare For Content In 2015 - MarketingLand http://sco.lt/8uicXR

-- > These Landing Page Copywriting "Best Practices" Turned Out To Be Fails - Unbounce http://sco.lt/4iDFuj

-- > Why Landing Page Emotion Makes All the Difference In The World - Forbes http://sco.lt/6VhDFZ

-- > 7 Examples of the Best Marketing eBooks - Kapost Content Marketeer http://sco.lt/97dMxN

-- > B2B Inbound Marketing Snapshot: Top Goals, Tactics, and Challenges - Profs http://sco.lt/5FzWOP

-- > B2B Marketers on Popular Lead Gen Channels and Successful Tactics - Marketing Charts http://sco.lt/8nKE0f

-- > How to Create Perfect Posts on Social Platforms [Infographic] - Socially Stacked http://sco.lt/4vBZy5

-- > Understanding Predictive Analytics- Infographic - Position² http://sco.lt/85OndB

-- > These SEO Tools Will Make Your Website Famous [Infographic] - B2B Infographic http://sco.lt/8wlO5J

 

 

See ALL Top Curated Marketing Technology Articles here.

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Customer Experience Matrix: HubSpot Files for IPO: Solid Financials for a Young Company

Customer Experience Matrix: HubSpot Files for IPO: Solid Financials for a Young Company | The Marketing Technology Alert | Scoop.it

Excerpt...


The basic picture, then, is a disciplined company that has grown quickly while keeping costs in line. As I say, pretty much what we suspected.

The S-1 does provide some other insights – in particular, highlighting HubSpot’s shift in focus from  very small businesses to mid-size business. The following table, taken directly from the S-1, shows this clearly: revenue per customer has climbed steadily from $5,395 in 2011 to $8,823 in the first half of 2014 – a 64% increase. Still, the average revenue per client is nowhere near Marketo, which is in the $30,000 to $40,000 range. 

 

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iNeoMarketing's insight:

If you examine Datazyne's recent reports on marketing automation penetration, you'll find that HubSpot is second to Pardot for new customers (and that excludes the free accounts).

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B2B Marketers still struggle with lead nurturing - Biznology

B2B Marketers still struggle with lead nurturing - Biznology | The Marketing Technology Alert | Scoop.it

Digest...


A new study from Bizo and Oracle Marketing Cloud suggests that business marketers are still struggling to get the most value from lead nurturing programs. This is disappointing, since the value of lead nurturing was clearly demonstrated years ago, when James Obermayer coined the Rule of 45, which says 45% of business inquirers will eventually buy in that category, so if you don’t stay in touch, you’ll likely lose the sale to your competition. 35% of responders said nurturing is essential to their business.  The majority (53%) said “it’s somewhat important; we have a few nurturing campaigns running.”

 

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iNeoMarketing's insight:

And the author, Ruth Stevens, offers some recommendations on how marketers can improve their lead nurturing efforts. Click through for the recommendations.

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Expert Lead Nurturing Tactics That Will Work For You Too - GetResponse Blog

Expert Lead Nurturing Tactics That Will Work For You Too - GetResponse Blog | The Marketing Technology Alert | Scoop.it

Digest...


Takeaway 1: Get in touch with them right away and start off with a higher email frequency. The email frequency, the number of emails and timing of those emails you send in the first period will really depend on your business and the behaviour you expect from your subscribers. Lead nurturing campaigns in general are front loaded. More emails are sent during the first week or two after the capture / subscription. The fresh subscribers still have your product and service top of mind and are generally more interested in learning more at the start of the relationship.

 

Takeaway 2: Ask the right qualification questions at sign up. Good questions can be “Are you a current customer” and “I am considering this product within X period”. This is still something that is often overlooked, with the consequence that everybody is treated the same, and for instance current customers getting offers for product the already have.

 

Takeaway 3: Look outside your regular email types and see if you can engage through personal type emails, e.g., surveys, polls, or other service requests.

 

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iNeoMarketing's insight:

A bit of a bombastic headline, but decent tips nevertheless.

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What is Growth Hacking? Does it Really Differ from Traditional Marketing? - Marketing Technology Blog

What is Growth Hacking? Does it Really Differ from Traditional Marketing? - Marketing Technology Blog | The Marketing Technology Alert | Scoop.it

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B2B marketers are using a lot more video and reporting increasing ROI - The Hub

B2B marketers are using a lot more video and reporting increasing ROI - The Hub | The Marketing Technology Alert | Scoop.it

Digest...


The survey highlighted some interesting facts about the use and impact of B2B video marketing:

 

- Despite the lowered costs, smaller companies make less videos: 36% of large companies (over 500 million in annual revenue) are producing more than 100 marketing videos annually, compared to just 4% for small companies (less than $25 million annual revenue)  and just 5% for medium companies ($26 -$500 million) that are producing videos at this same pace.

 

- Video converts customers better than other content: Most marketers (68%) agreed that video was better than other forms of content when it comes to getting customers to convert. That confidence decreased slightly when it came to ROI, with only 48% saying that returns through video were getting better. 25% said it was mostly the same, while 26% said they had no idea if it was working, which is a telling stat.

 

- Metrics are getting more advanced: Even though they're making more videos, most companies (48%) are using basic metrics such as views or shares.

 

Check out the rest of the survey results and more insights at Vidyard (registration required).

 

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iNeoMarketing's insight:

Suggestion: start small, start minimal, then work your way towards replicating a successful format.

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7 Marketing Cheat Sheets You'll Use Again and Again - Kapost Content Marketeer

7 Marketing Cheat Sheets You'll Use Again and Again - Kapost Content Marketeer | The Marketing Technology Alert | Scoop.it

Digest...


SEO Cheat Sheet: Best Practices for On-Page Optimization

3 Proven Templates to Guide Your Content Production

140 Call-to-Action Buttons

The Ultimate Blog Marketing Checklist

Visual Cheat Sheet for Editing to Help You Move Faster

Setting the Stage for Content Marketing

 

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iNeoMarketing's insight:

Click through for details on each. And search The Marketing Technology Alert under the Cheat Sheet filter.

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3 Powerful Content Creation Strategies for Social Media Marketers - #infographic - Digital Information World

3 Powerful Content Creation Strategies for Social Media Marketers - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Which content creation strategy works best for you? The one that tests out as working best for you. TEST!!!!!!


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The Content Grid v2 - PaperShare

The Content Grid v2 - PaperShare | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Don't know how Business Objectives can be out of alignment with Prospect Goals. Regardless, it's a nice exercise to provide a frame of reference for what gets presented when.

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Introducing the Content Marketing Team Matrix - Econsultancy

Introducing the Content Marketing Team Matrix - Econsultancy | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Outstanding assessment of an "A Team" for Content Marketing, if you have the budget. If not, it's a great approach on how to consolidate your team's responsibilities.

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Farid Mheir's curator insight, August 28, 8:40 AM

Useful reference when creating marketing organization charts. Helps identify roles, responsibilities and titles.

Cannon Technology's curator insight, August 28, 11:19 AM

What a great chart to see how the marketing departments of some of  the larger corporate entity''s are using as a reference for evolved positions to adapt to todays trends.

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Special Report: B2B Marketers Turn To Account-Based Strategies To Improve Targeted Messaging - Demand Gen Report

Special Report: B2B Marketers Turn To Account-Based Strategies To Improve Targeted Messaging - Demand Gen Report | The Marketing Technology Alert | Scoop.it

This special report highlights how an ABM program can be beneficial to your marketing initiatives, including:

>> What questions to ask when deciding which accounts are suitable for ABM;

>> What type of marketer is the best fit to manage ABM initiatives; and

>> An in-depth use case accentuating how ABM can produce results.

 

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iNeoMarketing's insight:

Quick registration required. Simple document that gives a nice overview.

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A Handy Little Guide to Pairing Fonts [Infographic]

A Handy Little Guide to Pairing Fonts [Infographic] | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Very cool!

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Miami Marketing Tools's curator insight, August 27, 5:50 PM

Having trouble choosing the right font combination for your print? Attached is an interesting table with what to match and what to avoid

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7 Essential Marketing Skills [Infographic] - Demand Gen Report

7 Essential Marketing Skills [Infographic] - Demand Gen Report | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

#1 and #4. That's your list.

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Getting the CMO and CIO to work as partners | McKinsey & Company

Getting the CMO and CIO to work as partners | McKinsey & Company | The Marketing Technology Alert | Scoop.it

Digest...


The situation reflects a central truth in today’s big data world: both the CMO and CIO are on the hook for turning all that data into growth together. It may be a marriage of convenience, but it’s one that CMOs and CIOs need to make workespecially as worldwide volume of data is growing at least 40 percent a year, with ever-increasing variety and velocity. That’s why many CMOs are waking up to the fact that IT can’t be treated like a back-office function anymore; rather, the CIO is becoming a strategic partner who is crucial to developing and executing marketing strategy.

 

The digital explosion has forced CMOs and CIOs to work more closely. But that hasn’t always made them work better together. As the mix of IT spending shifts from the back office and supply-chain management (for those industries that have a supply chain) to the front office and customer engagement, tensions may arise about the CMO’s and CIO’s decision rights and budget authority. These tensions are reflected in research suggesting that most CMOs today see marketing as the natural leader of big data efforts, while most CIOs see IT in that role.

 

It’s easy to say that the CMO and CIO, and sometimes the CTO, should share leadership of the overall analytics effort and a mutual definition of its success. But that agreement needs to be followed quickly by the next stage: having shared accountability for business-performance improvement based on specific key performance indicators such as revenue generation, usage, and retention.

 

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iNeoMarketing's insight:

For an objective that is corporate-centric such as Big Data, then this makes tremendous sense. However, for marketing-centric challenges, e.g., implementing a MAP, then the marketer needs to drive the initiative (which means the marketer better have the requirements tightly together).

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