Marketing Management

I’m giving a presentation today at the ITSMA‘s annual marketing conferencing on the topics of agile marketing and the rise of marketing technologists — two of my favorite subjects. I’ll be discussing them in the context of the 5 meta-trends in modern marketing that I wrote about earlier this year. Here’s the presentation, along with […]

The reason why I like Google’s term “ZMOT” — the Zero Moment of Truth — is because I really do visualize that the distance of most prospect’s initial moment-of-truth with a company has collapsed to effectively zero. It’s the distance someone’s finger needs to travel to click (or tap) on a link that holds forth

The Economist Intelligence Unit is on a roll with its marketing industry research. It just released another report, sponsored by SAS, titled Outside Looking In: The CMO Struggles to Get in Sync with the C-Suite. The gist of the report, a global survey of 389 executives, is that marketing is in a period of great

You may have heard of the recent report by the Economist Intelligence Unit, Cultivating Business-Led Innovation. The big conversation nugget that has been appearing on a number of marketing industry sites is the survey result stating that more than twice as many executives cite marketing as involved in bringing innovative ideas to market than IT.

Ashley Friedlein, the CEO of Econsultancy, has a great op-ed in Marketing Week today, Why modern marketers need to be pi-people. That’s “pi” as in the capital Greek letter pi that looks like this: Π. It’s a riff on the label “T-shaped people” that has been popularized in digital marketing over the past few years.

I’ve been advocating for marketing to lead its own technology for almost 5 years now. I believe that the splicing of code and data into the DNA of marketing is one of the big picture meta-trends of our industry. Forrester has recommended a marketing technology office within the marketing department. Recent Gartner research shows that

Today the Content Marketing Institute, MarketingProfs, and Brighcove released a new 2013 B2B content marketing report with updated benchmarks, budgets, and trends for North America. It sheds light on the budgets, content tactics, and social distribution channels that B2B marketers are using to build brand awareness, acquire customers, and generate leads. But one of the

The fast-paced evolution of marketing is a sea of trends, from attribution models to the Zero Moment of Truth. So many trends, in fact, that it can be hard to keep track of them all. A meta-trend runs deeper, powering more specific trends, like a tidal force that drives waves to the shore. The following

Virginia Sharma, VP of Marketing and Communications at IBM India/South Asia, recently posted a presentation on SlideShare titled The New Profession on a Smarter Planet: Chief Marketing Technologist. The chief marketing technologist from IBM India Smarter Marketing According to Virginia, the timeless responsibilities of marketers everywhere: Knowing the customer. Defining what to market and how

Just have to share this terrific visualization posted in a blog article by Lori Wizdo of Forrester Research, Buyer Behavior Helps B2B Marketers Guide The Buyer’s Journey. “The buyer’s journey looks at lot more like this,” writes Lori, “than the linear models (e.g., the funnel) that we usually use as a graphical representation.” “This buyer