Last year, Gartner found a surprising result — should I have been surprised? — from their high-tech marketing budget survey: 72% of their respondents indicated that there was a “chief marketing technologist” type role in their organization. While I’ve been predicting the rise of the marketing technologist for several years, that struck me as a spectacularly rapid adoption rate. Had we reached a tipping point? Now, last week, they released key findings from their U.S. …

Gartner confirms 70% have chief marketing technologist Continue Reading »

I’m fascinated by this chart that was included in a recent report by Eloqua and BtoB Magazine, Defining the Modern Marketer: From Ideal to Real. Based on a survey of 556 B2B marketing professionals from companies of all sizes and industries, the report reveals current perceptions about what “modern marketing” is today — and should be tomorrow. At first glance, the tall blue and red peaks in the middle pop out, showing that the largest percentage …

What do you mean by marketing as a science? Continue Reading »

How formal should your marketing experimentation programs be? That was the question I was asking myself looking at the above “test definition brief” that was included in a report jointly produced by Google and the Marketing Leadership Council: The Digital Evolution in B2B Marketing. The report — which I think is terrific overall for a behind-the-scenes look at how several larger enterprises are integrating digital marketing more holistically into their organizations — raises the concern …

How formal should your marketing experiments be? Continue Reading »