In a world powered by software, the developers who create that software — especially the really good ones — are increasingly the center of influence and power in business. That’s the core thesis of Stephen O’Grady’s brief-but-brilliant, 48-page book, The New Kingmakers: How Developers Conquered the World. This is highly relevant to marketers and marketing […]
The New Kingmakers are a rising force in marketing too Read More »
As marketers, we want to be better consumers of data. Presented with data and its analysis, we want to be able to judge its accuracy and relevance to our decision making. We want to gauge its ambiguity and uncertainty, even though on the surface we’re being presented with quantified “facts.” We want to detect bias
5 ways to make stats in content marketing more credible Read More »
The terms “marketing technologist” and “growth hacker” seem to be gaining traction out there. Voice-based marketing automation provider ifbyphone recently released their annual State of Marketing Measurement Survey for 2013, which included the following results on the evolution of the marketing team: 31% have a marketing technologist 25% have a growth hacker Marketing automation is
Marketing technologists and growth hackers, oh my Read More »
Darling, I don’t know why I go to extremes Too high or too low there ain’t no in-betweens — Billy Joel There’s a common fallacy known as a false dilemma or false dichotomy. It’s where you’re artificially presented with a black-and-white, either-or choice: you’re forced to choose between all of one or all of the
Pragmatic marketing vs. hype cycles and false dilemmas Read More »
A couple of months ago, I wrote a column on Search Engine Land titled Why Big Testing Will Be Bigger Than Big Data. A shorter spin-off of my post here on the big data bubble in marketing, its overarching message was that in a world of ever more data, experimentation would inevitably become king. The
Advice from a Jedi Knight of marketing experimentation Read More »
If I were a marketer psychologist — that is, a therapist to marketing teams, for which I’m sure there’s a market — I could imagine making a fine living by asking open-ended questions, such as “What does marketing science mean to you?”, and holding up a mirror to people’s responses. I hear you say data-driven.
Does marketing science mean you can predict the future? Read More »
I first met Brian Kardon a couple of years ago, when he was the CMO of Eloqua. He was one of the early advocates for this blog, and he provided a lot of encouragement on the emergence of this new breed of “marketing technologists” that they were seeing appear among many of their customers. When
Haves vs. have-nots in marketing/sales alignment Read More »
Last month, I attended the Marketing Operations Executive Summit — an intimate gathering of around 100 marketing operations executives — to give a talk on agile marketing. What I left with, however, was a profound appreciation for the ascendency of the marketing operations role. In the words of Craig Moore, a director at Sirius Decisions
In the land of marketing, operations may become king Read More »
Any doubt that marketing is becoming a technology-powered discipline? The ITSMA (Information Technology Services Marketing Association) shared results from their latest survey on marketing technology at a briefing outside of Boston earlier this week. The slide above shows the big picture result: today, 21% of B2B marketers believe that marketing technology is critical to deliver
64% of B2B marketers feel underinvested in technology Read More »
Late yesterday, the story broke on TechCrunch that Marketo has filed for a $75 million IPO. Congratulations to everyone there, but a special nod to the early founders Phil Fernandez, Jon Miller, and David Morandi, who were key folks at early marketing software pioneer Epiphany 10 years ago (which itself, tangentially, was founded by Steve
Marketo seeks $75 million IPO in marketing automation Read More »
