Agile marketing continues to grow in popularity. Why? The old “waterfall” approach to marketing planning and execution simply can’t keep pace with the speed at which prospects (and competitors) can move in the superconductive digital world. In a Forrester report earlier this year, from which the graph below was excerpted, analyst Laura Ramos wrote, “The […]
Debunking 3 myths of agile marketing Read More »
Two of the greatest strengths of the human mind in marketing: Our ability to detect patterns from imperfect information. Our ability to tell stories that resonate and spread. Ironically, these are also two of our biggest weaknesses in data-driven marketing I’m presenting today at DemandCon on a panel about effective marketing management with data. The
2 human strengths that are also 2 data weaknesses Read More »
The funnel model of marketing and sales doesn’t reflect reality very well. We know this. Buyers don’t proceed in lock-step fashion down a pipeline. They never did, actually. But the wide-ranging journeys of exploration that buyers can take today on the web have only exacerbated the disparity between the model and reality. This more realistic
Fire the funnel — 5 stages of the real buyer’s journey Read More »
We can learn a lot by watching how a revolution moves from one profession to the next. When it comes to rapid prototyping and adaptive development, as a result of digital technologies, the software industry naturally led the way. The very technology they invented helped change the way they work. So, while the early days
Ripples from software, to marketing, to manufacturing Read More »
We’re now in the crossfire of a peaking hype cycle for big data and its inevitable backlash. One marketer the other night was yelling on Twitter, “Big Data People need to GET OFF MY LAWN.” I confess, I empathize with his frustration. Of course, I believe that data — the right data, used in the
14 rules for data-driven, not data-deluded, marketing Read More »
Bob Lord and Ray Velez, respectively the CEO and CTO of digital agency Razorfish, teamed up to write a book on the intertwining of marketing and technology. It’s called Converge: Transforming Business at the Intersection of Marketing and Technology. How could I not love such a book? Actually, Bob Lord is now the former CEO
Front row to the merging of marketing and technology Read More »
Let’s face it: we’re swimming in a sea of essentially infinite data at this point. In a recent Teradata report, “lack of needed data” was cited as the least common obstacle to data driven-marketing. Only 22% of the marketers surveyed said that’s what held them back. The most common obstacle? “Lack of process to bring
Strategic data vs. data theater in data-driven marketing Read More »
“Marketing infrastructure.” Not too many years ago, that might have been nominated as an oxymoron, right up there with a deafening silence, sweet sorrow, and jumbo shrimp. But now, that’s where some of the most interesting developments in marketing are happening. Marketing operations is on the rise. Process is “the new black” in data-driven marketing.
Conquering the challenges of social media at scale Read More »
According to a new study on data-driven marketing by Teradata Applications (the artists formerly known as Aprimo), 45% of marketers believe that data is the most underutilized asset in the marketing organization. Most underutilized. That’s throwing down the gauntlet. And indeed, 78% of the marketers surveyed say that they feel pressure to become more data-driven.
Data is the most underutilized asset in marketing Read More »
As the clockspeed of marketing continues to accelerate, more and more marketers are exploring agile marketing — the application of agile management techniques in the marketing department — as a way to adapt to this new environment. But agile marketing is not yet a textbook methodology. While agile processes have been well developed in software
How ReadyTalk successfully adopted agile marketing Read More »
