Time to fire up the flux capacitor for another trip to the future. Or the past. Or maybe both, if you’re lucky (and, you are). In our previous installment, we talked about the emergence of MarTech, and the proliferation of marketing technology point solutions. Today, we’ll look at the three …more
Here’s today’s Leo: “In this business when you start putting the emphasis on counting money rather than getting out better ads and otherwise giving your clients better service, you soon learn that there is very little money to count.” — Leo Burnett Advertising is a business of putting the needs …more
I had an article in Alphr yesterday — sort of The Economist for Millennials if that’s a thing — and here’s the tweet from last night: My article in Alphr today on marketing transformation: Marketing to the Future https://t.co/j7ZoOEZE9V via @alphr #marketing — Grad Conn (@gradconn) March 21, 2017 I’ve …more
Have you ever wished you could fire up the DeLorean and go back in time to one of the seminal eras of business history? Say, the TV industry in the ’50s, aerospace in the ’60s, or — of course — the great Bedazzler revolution of the ’70s? Well, if you’re in marketing I …more
Lately, I’ve been thinking a lot about the “Modern Marketing Department”, especially in our exciting world of fast-exploding marketing technologies and the industry-wide conversion to services sales (versus license sales). Marketing is changing faster than any profession today; and many marketing teams are adding new capabilities, such as marketing automation; …more
In May 2015 in Nashville, Sirius Decisions held their 2015 Summit themed Outperform: Strategies for Intelligent Growth, focused on effective ways to grow and outperform in today’s competitive marketplace: Link During more than 50 analyst sessions, Sirius showcased their most recent, cutting-edge research and insights, introduced new models and frameworks. The …more
GREAT ARTICLE by Nadim Hossain on “Why Marketing is Eating Sales”: Link We live in a mobile-first world where mobility references the mobility of the user, not the device. As a result, users are driving cloud-connected solutions to enable their mobile lifestyles. This connected society has generated a social-first approach …more
Here’s an oldie but a goodie — David Ogilvy talking about the power of Direct Response versus general brand advertising. What he failed to understand was the seductive power of general brand advertising to corporate marketers — the desire to work unmeasured is ever-present; while the relentless daily measurement and …more
This great article from McKinsey & Company title “The dawn of marketing’s new golden age” is a must read: Link It’s a great summary of what I’m experiencing every day, and a really awesome way to summarize why I am so excited about my job. Having been around marketing since …more
An important concept in Marketing Automation is the need to differentiate between “Marketing-driven Leads” and “Sales-driven Leads”. For Marketing-driven Leads, once they are qualified (MQLs — “Marketing Qualified Leads”) they must be “accepted” by Sales (SALs — “Sales Accepted Leads”) and from thereon Sales will qualify the lead and convert …more
Inline below is a quick primer on Marketing Automation. This post reviews: What is Marketing Automation Benefits of Marketing Automation How Marketing …more
In most industries, there are “three windows” on your device — your mail client; your Web browser; and your LOB app. Except …more
