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Rescooped by Thomas Faltin from Business: Economics, Marketing, Strategy
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Realizing the Value of Big Data Marketing

Realizing the Value of Big Data Marketing | Digital-News on Scoop.it today | Scoop.it
Couple of days ago I completed an introductory course from Wharton School on Marketing. It was good for me to understand what marketing traditionally did before the era of digital disruption dawned

Via Pantelis Chiotellis
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Rescooped by Thomas Faltin from The MarTech Digest
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SAPVoice: CMOs: May the Force (Multiplier) Be with You - Forbes | #TheMarketingAutomationAlert

SAPVoice: CMOs: May the Force (Multiplier) Be with You - Forbes | #TheMarketingAutomationAlert | Digital-News on Scoop.it today | Scoop.it

Digest...

 

In the military, a force multiplier is a capability that significantly increases the potential of a combat force, enhancing the probability of a successful mission. Many CEOs are looking to marketing to assume the role of force multiplier across their organizations, using customer insights to influence business strategy.

 

The ability to divine customer insights – and make them relevant to business people – is one of five key responsibilities CMOs must embrace to successfully transform marketing. Here are three ways to become a force multiplier:

 

Serve as a bonding agent: At LinkedIn, marketing and product development teams are highly integrated: product marketing managers are matched with product managers, who in turn work closely with the engineering teams. They share customer experience insights to determine what to build, how to deliver it, and how to communicate the brand value. Marketing has an equally strong partnership with the sales organization, collaborating not just on taking products to market but on strategy.

 

Combine c-suite roles: Technology services firm Cognizant took an increasingly common approach to ensuring that marketing lines up with business strategy: It put both functions under Executive VP Malcolm Frank, who serves as both chief strategy officer and chief marketing officer.

 

Break down your own walls. I’m not a fan of adjectives in front of marketing. Designations like “North America marketing” or “Web marketing” or “solution marketing” simply drives us further into our own internal silos. One small step we’ve taken internally is by using our social collaboration software, SAP Jam, to discuss marketing ideas, settle on best practices, and vote on the things that work best. We are also implementing cross-functional marketing metrics that focus on business outcomes instead of activities.

 

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Via CYDigital
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CYDigital's curator insight, October 10, 2013 7:06 AM

Theoretically, marketing as the force multiplier sounds wonderful, but you can't decide this on your own (as opposed to the military, who can force it down the organization by edict). It's a noble effort, and perhaps worthy of 2014 qualitative goals.

Rescooped by Thomas Faltin from The MarTech Digest
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The Emerging Marketing Technology Track - Gartner | #TheMarketingAutomationAlert

The Emerging Marketing Technology Track - Gartner | #TheMarketingAutomationAlert | Digital-News on Scoop.it today | Scoop.it

Key excerpt...

 

Emerging digital marketing technologies cross many neighborhoods of Gartner’s Digital Marketing Transit Map. Here, the emerging tech line forms the map’s outer boundaries; its stations representing technology and disciplines that are truly “on the edge.” The track focuses on innovative technologies and techniques in early stages of maturity. Characteristics include first-generation technologies, pilots, startup providers or initial stages of commercialization. Market penetration for these areas is typically as low as 1% to 5%. For some, adoption will go viral.  Some will also be considered disposable: Approach adoption with a goal to extract value before planned obsolesce or aggregation. While some may reach mass adoption (over 15 million in the U.S.) in the next 8 to 12 months, some will take as long as 10 years, while others will remain niche, disappear, or evolve into something very different.

 

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CYDigital's curator insight, October 9, 2013 7:59 AM

This is way out there, and some of these "stations" will close before you know it. Stick with the previous developed digital map from Gartner.

Rescooped by Thomas Faltin from Online Marketing Resources
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Marketing Automation Trends - Pepper | #TheMarketingAutomationAlert

Excerpt...

 

Marketing automation is a hot topic as more B2B marketers are adopting the technology to generate more and better leads, improve marketing productivity, and increase conversion rates. But what are the current trends, challenges, and success factors for marketing automation? We conducted a comprehensive survey, leveraging the combined wisdom of over 50,000 B2B marketers in the  B2B Technology Marketing Community on LinkedIn to get answers to questions like:
- What are the biggest barriers to marketing automation adoption?
- What marketing automation benefits do marketers expect?
- How do marketers evaluate marketing automation vendors?
- How do marketers measure ROI of investments in marketing automation?

We received over 900 survey responses and distilled the survey findings into this easy to digest, information-rich report. Please feel free to share this survey with your colleagues. Thanks to everyone who participated in the survey!

 

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Via CYDigital, Pedro Da Silva
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CYDigital's curator insight, October 1, 2013 10:02 PM

Another outstanding bit of content to assist you with your 2014 plans and budgets! I was surprised by the quality of work, even though the sample is a flawed.

Rescooped by Thomas Faltin from The MarTech Digest
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10 reasons why marketing nerds are so darn lovable - Chief Marketing Technologist | #TheMarketingAutomationAlert

10 reasons why marketing nerds are so darn lovable - Chief Marketing Technologist | #TheMarketingAutomationAlert | Digital-News on Scoop.it today | Scoop.it

Excerpt...

 

10 Principles of the Marketing Nerd Ethos

1. Marketing nerds are perpetually curious. We like to hear about new gadgets, cool websites, sweet mobile apps. Whether marketing campaigns succeed or fail, we like to understand why. “Root cause” are two of the sexiest words in marketing nerd-speak.

2. Marketing nerds are lifelong learners. We’re voracious readers of books and blogs. We love presentations from smart people who teach us new things. We’ll sign up for an intriguing webinar in a heartbeat — but just make sure that it’s got substance, not fluff.

3. Marketing nerds are tinkers. We like to try new techniques and technologies hands on. After all, the best way to learn is by doing. We love running experiments. A/B testing was probably the world’s second greatest invention, just behind the espresso machine.

4. Marketing nerds are always willing to help. If there’s an opportunity for us to apply what we know towards helping someone out, we get a real endorphin rush from contributing. No need to thank us, but a good coffee beverage is always appreciated.

5. Marketing nerds love to fix things that are broken. If there’s a weird technical mystery somewhere in the bowels of your marketing automation configuration, we’ll tackle it with the deductive tenacity of Sherlock Holmes.

6. Marketing nerds love to invent things. With a little deftly used software — the digital equivalent of duct tape — and some imagination, we believe that anything is possible. Telling a marketing nerd that “it can’t be done” is like throwing down the gauntlet.

7. Marketing nerds respect facts over opinions. It’s not that we don’t have opinions — we do. But we’re more interested in the truth than being right. If Jerry McGuire had been about marketing, Cuba Gooding, Jr., would have been a marketing nerd chanting, “Show me the data!”

8. Marketing nerds celebrate other people’s achievements. We love to recognize the contributions of others on our team. But we also respect the accomplishments of marketers at other companies. We admire great ideas from wherever they come, and give credit where it is due.

9. Marketing nerds eschew trophies and awards. Maybe it’s because, up until this contest by Lattice Engines, there haven’t actually been awards for marketing nerddom. But it’s also because we value the work itself and take pride in results. Trophies are for jocks.

10. Marketing nerds have a sense of humor. We can laugh at ourselves. We like to make others laugh. Puns are an art form. Self-deprecating quips fall effortlessly from our lips.

 

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CYDigital's curator insight, October 10, 2013 7:30 AM

Let's add: Marketing nerds are thrifty.


BTW: not all marketers are nerds. They NEED to be, but they're not.

Rescooped by Thomas Faltin from The MarTech Digest
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99 Facts on the Future of Business - B2B Marketing Insider | #TheMarketingAutomationAlert

http://blogs.sap.com/innovation/ - Business Innovation is the key ingredient for growth in the future of business.

 

Excerpt...

 

The Future of Business is being defined right in front of our eyes. Massive changes brought on by the internet, social media and mobile technologies are transforming business models faster than our ability to keep up.

 

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Via CYDigital
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CYDigital's curator insight, October 10, 2013 6:49 AM

Perspective. Take the time to go through this, and ask yourself if you're on track or you need to explore something further.

Rescooped by Thomas Faltin from The MarTech Digest
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Marketing’s Influence Seen Growing - Marketing Charts | #TheMarketingAutomationAlert

Marketing’s Influence Seen Growing - Marketing Charts | #TheMarketingAutomationAlert | Digital-News on Scoop.it today | Scoop.it

Excerpt...

 

Marketing is working more closely with the CEO and getting more engaged in big investments, finds a joint Marketing2020 study by the Association of National Advertisers (ANA) and EffectiveBrands. Based on the responses of 250 CMOs and more than 10,000 marketers across 92 countries, the study indicates that 58% believe that marketing works closely with the CEO on business strategy. That’s up from 38% in a comparable study conducted in 2006 by Booz Allen Hamilton.

 

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CYDigital's curator insight, October 8, 2013 10:01 PM

Why? It's the technology driving the tangible, measurable and positive impact. Guessing is out the window.