Archive for the ‘Dicussion’ Category

Understanding Relationships Within the Marketing Technology Landscape

Wednesday, February 26th, 2014

Scott Brinker, a.k.a. chiefmartec*, last week published a terrific Marketing Technology Landscape Supergraphic organizing nearly 1,000 vendors into 43 categories and six major classes. As Scott modestly writes, his classes present “a semblance of meaningful structure” with Internet and Infrastructure providing the foundations, Marketing Backbone platforms (major channel systems) managing most interactions, Marketing Middleware (including Customer Data Platforms) providing a connective layer, and Marketing Experiences and Marketing Operations systems offering specialized capabilities. Here is his diagram:

Marketing automation is not marketing strategy

Tuesday, February 4th, 2014

Too often, these days, I am hearing B2B marketers mouth claims like “We got this new [fill in the brand] automation tool, so now we can reduce headcount.” Or, “Once this automation system is installed, it will take our marketing to the next level.” This worries me. Marketers sometimes see automation as a silver bullet. But it’s only a tool. Marketing automation doesn’t identify your best target audiences. It can’t develop value propositions. No way will it make the tough decisions among competing investment options. I’m reminded of Mike Moran’s great book title, Do It Wrong, Quickly. In other words, marketing automation doesn’t work without strategy.

Influence Marketing Vendors Are Letting Influencers and Clients Down

Monday, December 16th, 2013

Back in 2009, social media was just starting to become popular for marketers and brands to work with social media power users to promote their services and products.

Are marketers underestimating the pace of technological change?

Monday, November 25th, 2013

I speak and consult with clients frequently about the pace of technological change. I believe that all of us consistently underestimate how fast things are changing. I think that’s because the pace of change continues to increase–that means that changes don’t just continue to happen, but that the rate of change is actually getting faster. More things are changing this year than last year. In that type of environment, our feeble human brains (and mine often seems more feeble than most) have trouble adapting because we don’t know what to hold onto and what we can just not worry about. I found that out myself recently. I was staying in a hotel and got my wake-up call on how fast things are changing.

Content marketing requires a sound foundation

Tuesday, October 1st, 2013

Two words I’ve heard mentioned a lot recently are “content marketing.”

The Most Important Word When Building Your Personal Brand

Tuesday, July 30th, 2013

Do your colleagues have a choice word for you? If not, here’s why you want them to…

Brian Solis, new marketing, and the four moments of truth

Tuesday, July 9th, 2013

In a new world of marketing, strategists are seeking answers about technology, direction, and best practices. Brian Solis believes that in doing so, we are already on the wrong path. It’s not about social media nor is it about B2B vs B2C.

Questions Marketers Want To Know About Social Media

Tuesday, May 28th, 2013

What if you could tap into the minds of 3,000 marketers to find out where they stand when it comes to social media marketing? How valuable would it be to know how your peers are handing the time commitments, social media platforms and measurement?

Marketing Tip: Sell Them Ideas

Tuesday, May 7th, 2013

The most successful business owners have discovered that you do not sell a product or service: You sell the idea. Today’s post explains why they do it and why YOU should consider doing the same!

Push versus Pull Marketing: In B2B, You Need Both

Tuesday, April 2nd, 2013

The other day, a marketing colleague told me she was feeling under pressure to move all her efforts to inbound, or “pull,” marketing. “Outbound is bad,” she said. What? Well, I guess her feeling is understandable. Inbound marketing is all the rage today. Hubspot promotes it. Marketo promotes it. Seth Godin promotes it. With the new popularity of pull marketing, B2B marketers may be under the mistaken impression that push marketing is dead—or should be. How wrong they are. And here’s why.