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jonerp : marketing   321

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Sales and marketing working in tandem – organizational Holy Grail or the new reality?
"Marketing and Sales working in harmony for the greater good...or fighting like a bag of cats. Salesforce's State of Marketing Report suggests progress."
analytics  planning  and  data  analysis  cloud  platforms  -  infrastructure  architecture  crm  customer  experience  digital  content  marketing  iot  robotics  ai  machine  intelligence  social  user  ux  application  design 
14 hours ago by jonerp
Local marketing tactics are necessary – but the data says they’re not happening
"Despite the embarrassing gaffes we read about from time to time, too many marketers push the same campaigns across global markets. Barb Mosher Zinck says the data on lack of marketing localization is a wake up call."
analytics  planning  and  data  analysis  digital  content  marketing 
8 days ago by jonerp
Zuckerberg ‘sends his cat’ as 9 governments slam Facebook CEO for not talking to 447 million people
"Zuck didn't show but the representatives of 9 governments and 447 million people did turn up to grill the latest Zuckerberg avatar."
data  privacy  digital  and  content  marketing  governing  identity  security  regulation  social 
18 days ago by jonerp
Zuckerberg vs the Serjeant-at-Arms – no contest as Facebook documents are seized by UK Government
"Obscure Parliamentary procedure was used to get hold of Facebook documents. Now the fun begins..."
data  privacy  digital  and  content  marketing  governing  identity  security  regulation 
19 days ago by jonerp
Elevating Customer and Influencer Marketing
"With these changes, create collaborative programs between these two functions. It is hard to imagine an activity that would build more trust and credibility than making it easy for customers and influencers to engage with each other—both in structured meetings and unstructured conversations and activities. Jon Reed from diginomica shared a story recently of one example of this that blew me away But, why are these things, that make so much sense when you hear about them, the exception rather than the rule?"
uncategorized  analyst  relations  customer  marketing  references  influencer  organization 
25 days ago by jonerp
Two decades of online doesn’t guarantee the necessary omni-channel balance for Nordstrom
"Nordstrom reckons that two decades of online presence is validation of its digital investment and progress, but the omni-channel alignment is still elusive. "
analytics  planning  and  data  analysis  crm  customer  experience  digital  content  marketing  retail  e-commerce  the  omni-channel  social 
26 days ago by jonerp
Leveraging Enterprise Technology Adoption (ETA) Profiles for Product Marketing
"Second, now that you know your ideal ETA groups, you can consider tailoring messaging to appeal to them. A simple example: If you find that your ideal customer profile is FID (flexible planning, IT-led, Dynamic pace of change), then you want to emphasize how your technology can help them move faster than the competition."
go-to-market  enterprise  technology  adoption  eta  profiles  messaging  product  marketing  psychographics 
4 weeks ago by jonerp
Zuckerberg’s annus horribilis continues as Facebook growth slows
"A "tough year" for the Facebook CEO - and 2019's not looking that much better..."
data  privacy  digital  and  content  marketing  governing  identity  security  social 
6 weeks ago by jonerp
The New York Times – far from ‘failing’ as a Subscription Economy exemplar
"Donald Trump reckons it should be called "the failing New York Times", but in reality it's a digital transformation success story. "
collaboration  sharing  and  digital  productivity  content  marketing  enterprise  in  the  real  world  social 
6 weeks ago by jonerp
Twilio’s $2 billion for SendGrid says that email’s not dead
"Despite the rise of messaging, chatbots and voice assistants, Twiio's $2 billion purchase of SendGrid sends a message that email's far from dead"
collaboration  sharing  and  digital  productivity  crm  customer  experience  content  marketing  infrastructure  ux  application  design 
8 weeks ago by jonerp
Things I’d Like To See Go Away – Distrust by Default
"If we start with distrust, it means communications between vendors and customers will always be stilted. One or the other party will always wonder what is being held back, what to believe. It actually creates an environment where trust is likely to be broken–because it was never there in the first place (okay if it was never there, it can’t be broken, but you get the picture)."
go-to-market  customers  marketing  sales  strategy  trust 
8 weeks ago by jonerp
Putting the customer at the heart of marketing – Salesforce CMO Stephanie Buscemi on how it’s done
"The recent Dreamforce conference was customer-rich; CMO Stephanie Buscemi explains how it's done."
crm  and  customer  experience  digital  content  marketing  social 
8 weeks ago by jonerp
Dreamforce 2018 – Keith Block on integration, innovation and life as a co-CEO
"As Dreamforce begins to wind down, I had the chance to sit down to chew the fat with co-CEO Keith Block on a variety of Salesforce-related topics."
cloud  platforms  -  infrastructure  and  architecture  collaboration  sharing  digital  productivity  crm  customer  experience  content  marketing  financial  services  fintech  hcm  the  future  of  work  iot  robotics  ai  retail  e-commerce  omni-channel  df18 
11 weeks ago by jonerp
Has GDPR changed marketing?
"GDPR is a wakeup call to marketing and beyond - and not just those with business ties to Europe. Barb Mosher Zinck muses on fresh data from the CMO Council and looks at where we go from here."
crm  and  customer  experience  data  privacy  digital  content  marketing  governing  identity  security  gdpr 
12 weeks ago by jonerp
The Marketing Cloud wars re-ignite as Adobe snaps up Marketo for $4.75bn
"Adobe is to buy Marketo, upping its stakes and ambitions in the marketing tech space and escalating conflict with Oracle and Salesforce."
digital  and  content  marketing  e-commerce 
12 weeks ago by jonerp
Europe deals the open internet a blow as controversial copyright rules take a step closer to law
"Europe just dealt the open internet a blow - and probably undermined its own Digital Single Market economy plans in the process."
digital  and  content  marketing  governing  identity  privacy  security  regulation  social 
september 2018 by jonerp
Digital media disruptions 23 – audience metrics that matter, and the content brevity debate
"It's time for another review of media disruptions, with the enterprise reader in mind. In this edition - audience metrics over vanity metrics, and subscribers for the win. And: content brevity versus long-form immersion."
analytics  planning  and  data  analysis  content  marketing  digital  social  media 
september 2018 by jonerp
How to make sure your customer panel is boring and forgettable again this year
"It takes skill and determination to make a customer panel truly boring. But if you follow these seventeen tips, you too can roll out a truly yawn-inducing panel. After the satire is over, I reveal the keys to avoiding this fate."
content  marketing  crm  and  customer  experience  digital  social 
september 2018 by jonerp
Meltwater pivots to let data scientists loose on the world’s biggest business dataset
"Media intelligence provider Meltwater pivots to a platform strategy with Fairhair.ai, opening its huge dataset of online business content to data scientists"
cloud  platforms  -  infrastructure  and  architecture  digital  content  marketing  machine  intelligence  ai  social 
september 2018 by jonerp
How Milk Makeup is making its mark on e-commerce – a Salesforce use case
"As I prep for Shop.org, now is the time to pull out the best retail stories I have yet to write about. Here's how Milk Makeup competes with the retail giants - and how Salesforce Commerce Cloud enters the picture."
digital  and  content  marketing  e-commerce  mobile  retail  the  omni-channel  use  cases 
august 2018 by jonerp
How Supply Chain Lost Its Mojo
"Bad Conferences on Steroids. With the pink ghetto marketing organization focused on leads and placement of speakers, there is a strong investment in “conference sponsorships.” In England, we have a plethora of event organizers that roll out many questionable events largely funded by technology companies. Business users attend free, but the primary goal is to provide a forum for technologists to advertise their products (I feel this way about EFT, IE Group, SCOPE, World Trade Group). The reason? There is no vetting of presenters."
market-driven  value  chains  networks  new  technologies  mojo  pink  ghetto  marketing  supply  chain  management  proposition 
august 2018 by jonerp
B2B Buyers are changing; we are all publishers now – answering the top audience questions
"Recently I put my content strategy for the B2B buyer to the live test. The audience had some terrific questions. Here's a rundown of the event and the top questions asked - with links to audio."
content  marketing  digital  and  the  new  professional  it  as  a  service 
august 2018 by jonerp
Story Centered Marketing – A New Approach to Marketing Strategy?
"Create a great story and you’ll building a following–a following that you can then turn into leads and opportunities. What if your entire marketing strategy was built around the story—starting with your fictional company, then creating custom stories that bring in your prospects (as prospects) and then customers. Every campaign, every tactic, links to the story."
go-to-market  marketing  storytelling  strategy 
august 2018 by jonerp
Weekend musing – A simple Kill Switch solution to the mess that is Facebook
"Facebook can't seem to catch a break in the court of public opinion but there may be a simple solution to its woes. Bring on the Kill Switch."
content  marketing  customer  service  management  regulation  social 
july 2018 by jonerp
Digital media disruptions 22 – assessing B2B paywalls, Facebook’s algo, and the changing rules of SEO
"In this edition - what can enterprises learn from B2B subscription paywalls? Plus: data shows how Facebook's algo has shifted away from news and B2B. SEO rules get an update with voice search on the way, and we learn from Netflix's highs and lows."
content  marketing  digital  and  media 
july 2018 by jonerp
TrustRadius challenges software vendors to be more transparent in sales and marketing – but how?
"My last debate with TrustRadius on the impact of peer reviews on B2B buyers was certainly interesting. But their data raised a question we need to answer: how can vendors make their sales and marketing more transparent - and relevant to buyers?"
analytics  planning  and  data  analysis  content  marketing  crm  customer  experience  digital 
july 2018 by jonerp
The multiplier effect (remaking marketing priorities)
"B2B Buyers don’t spend most of their “buying time” engaging with vendors or their content. They are talking to each other (so ABM strategies help here), but also looking to other people that they trust–analysts, press, bloggers, other influencers, and their peers."
go-to-market  b2b  buying  customer  community  demand  generation  influencer  marketing 
july 2018 by jonerp
Content Versus Conversation
"Breakthrough strategies require this conversational content to be captured and delivered in written form. Be bold, tell stories, differentiate. While all of this is hard, it’s far from impossible—it’s done all the time in conversations. The one thing that can’t be duplicated is the dialog that enables clarifications and deeper understanding. But building to that is possible."
go-to-market  b2b  marketing  content  conversation  dialog  messaging 
july 2018 by jonerp
How to squander an enterprise media relations day
"Once or twice a year, enterprise media are gather at your user event, eager to write about truly inspiring stories and unexpected news. What could go wrong? A lot, actually. Here's 13 ways to botch it up, presented as satire with snark on the house."
collaboration  sharing  and  digital  productivity  content  marketing  social  the  new  professional  it  as  a  service 
july 2018 by jonerp
Things I’d Like to See Go Away – Fake Personalization
My suggestion would be to be different. Don’t try to fake personalization, but show preparation. Provide a good reason why you are reaching out. Acknowledge if it is truly a first contact. Maybe even open with “I’m not gonna pretend we know each other like everyone else does.” Authenticity can go a long way."
go-to-market  e-mail  marketing  automation  personalization  prospecting  sales  effectiveness 
june 2018 by jonerp
Salesforce Connections 2018 – email marketing falls short without these email deliverability tactics
"One highlight of Salesforce Connections 2018 was a wonderfully practical session on getting email deliverability on pace with today's modern inbox. Beyond the tips, we heard about notable trends that will impact email engagement going forward."
analytics  planning  and  data  analysis  content  marketing  crm  customer  experience  digital 
june 2018 by jonerp
Adobe could be the next $10 billion software company
"Even while it was announcing its revenue, rival Salesforce was meeting with Marketing Cloud customers in Chicago at the Salesforce Connections conference, a move that presented an interesting juxtaposition between the two competitors. Both have a similar approach to the marketing side, while Salesforce concentrates on the customer including CRM and service components. Adobe differentiates itself with content, which shows up on the balance sheet as the majority of its revenue."
cloud  earnings  ecommerce  enterprise  adobe  customer  experience  management  marketing  subscription  model 
june 2018 by jonerp
Enterprise hits and misses – Buyers are changing, Workday is buying, and the Microsoft – Github debate continues
"This week - Another no-vacation-for-you surprise as Workday buys Adaptive Insights. The B2B buyer is changing faster than sales can keep up, and Microsoft's Github acquisition provokes debate - and a big whiff."
content  marketing  hits  and  misses  open  source  the  new  professional  it  as  a  service 
june 2018 by jonerp
Salesforce Connections ’18 – How USA Today put email marketing in their digital fast lane
"When Mark Nylec joined Gannett, the publisher of USA Today, he had two things going for him: a massive subscriber base, and his ability to get the most out of the Salesforce Marketing Cloud. But he also had a boatload of data integrity issues in the way of his digital plans. "
content  marketing  digital  and  enterprise  in  the  real  world  use  cases 
june 2018 by jonerp
The Two Archetypal Marketing Messages: “Bags Fly Free” and “Soup is Good Food.”
"The simple fact is that some situations call for messaging value and others call for messaging differentiation. Somewhat perversely, the hotter your market, the less you need to message around value. The cooler your market, the less you need to message around differentiation."
marketing  sales  uncategorized  differentiation  messaging  value 
june 2018 by jonerp
More fun with email filters, from GDPR sanity to smarter enterprise news alerts
"It's Friday and enterprise minds are wandering. How about some fun with GDPR spam and PR embargo absurdity, and how to keep it from your inbox? Plus: illustrated tips on personalizing enterprise news alerts and social link notifications."
content  marketing  digital  skills  and  training  the  new  professional  it  as  a  service 
june 2018 by jonerp
“I get to review this before you publish it, right?” A media day botch job we all need to avoid
"In our line of work, there's nothing more awkward than the phrase "Can I review this before publication?" We all need more customer use cases. Here's ten tips to avoid the gotchas - and ensure a great experience for the customer."
content  marketing  digital  and  enterprise  in  the  real  world  media 
may 2018 by jonerp
Talking Competition: Methinks Thou Doth Protest Too Much.
"I think ceding builds your credibility, but you need to be careful and precise in so doing so. To take an old example, from BusinessObjects days:

Bad/sloppy: Brio is doing pretty well.
Good/careful: Brio is doing pretty well — in the USA, with companies where the end-users have a strong voice in the process, and they prioritize UI over security and administration."
analyst  relations  competition  marketing  uncategorized  blindside  hit  communications  competitive  credibility  industry  analysts  investor 
may 2018 by jonerp
Ascend London 2018 – don’t fear GDPR compliance, embrace it says a lawyer
"Episerver's Peter Yeung provided a refreshing and uplifting view of GDPR. Not too shabby for a lawyer."
crm  and  customer  experience  digital  content  marketing  gdpr 
may 2018 by jonerp
Klout throws in the towel on whatever they were trying to accomplish – long live GDPR!
"Klout is shutting its doors. Who better than me, a Klout fanboy of the highest order, to pay a loving tribute? But hold up - there's a GDPR twist."
analytics  planning  and  data  analysis  digital  content  marketing  social 
may 2018 by jonerp
Digital media disruptions 21 – why email newsletters rule and analyst days are lacking
"In this edition - the power of email newsletters, and the pitfalls ahead. Also: why analyst days fall short and the myths of influencer marketing. Facebook's stumbles bring privacy lessons."
content  marketing  crm  and  customer  experience  digital  social 
april 2018 by jonerp
Bed, Bath & Beyond – when you wish upon a digital vision…your share price collapses
Bed, Bath & Beyond's digital direction has been furnished with more detail, but it's still not clear whether this is a vision or a wish list...
analytics  planning  and  data  analysis  crm  customer  experience  digital  content  marketing  retail  e-commerce  the  omni-channel 
april 2018 by jonerp
GoDaddy influencer scoring with Nimble
"GoDaddy has a unique use case for Nimble - the discovery and assessment of both internal and external community influencers in micro-verticals. Here's their story."
analytics  planning  and  data  analysis  crm  customer  experience  digital  content  marketing  skills  training  use  cases 
april 2018 by jonerp
IoT devices could be next customer data frontier
"Regardless of the vendor, all of this is about understanding the customer better to provide a central data gathering system with the hope of giving people exactly what they want. We are no longer a generic mass of consumers. We are instead individuals with different needs, desires and requirements, and the best way to please us they say, is to understand us so well, that the brand can deliver the perfect experience at exactly the right moment."
artificial  intelligence  cloud  enterprise  tc  adobe  big  data  connected  cars  ibeacons  internet  of  things  marketing  sensors  smart  speakers 
april 2018 by jonerp
As marketing data proliferates, consumers should have more control
"As one journalist pointed out in the press event, this level of detail from the hotel is not something that would thrill him (beyond the electronic check-in). Yet there doesn’t seem to be a way to opt out of that data (unless you live in the EU and will be subject to GDPR rules"
cloud  enterprise  adobe  summit  2018  customer  experience  management  data  privacy  marketing 
april 2018 by jonerp
Engage, monitor, improve – the virtuous cycle at the heart of the XaaS Effect - by @philww
"Continuous digital connection sets up a virtuous cycle of engage, monitor, improve at the heart of the XaaS Effect and the shift to Everything-as-a-Service"
cloud  platforms  -  infrastructure  and  architecture  crm  customer  experience  digital  content  marketing  frictionless  enterprise 
march 2018 by jonerp
How The New York Times is operationalizing its ad yield business with Domo
"In this midst of a difficult/promising digital transition, Jay Glogovsky of The New York Times told the Domopalooza 2018 audience how he was operationalizing their ad yield business with Domo. Afterwards, Glogovsky and I dug into the story."
analytics  planning  and  data  analysis  digital  content  marketing  enterprise  in  the  real  world  use  cases 
march 2018 by jonerp
Domopalooza 2018 – how Cisco is changing marketing with accountability, data, and engagement - by @jonerp #DP18
"What makes you special: This is about differentiation. Being clear about what sets you apart from competition (and, hint, it’s not your people) is critical. You have create contrasts that lay the groundwork for preference.What do I normally see? No comparisons, no terminology that starts to connect to differentiation. Or, vague statements of differentiation (like the people claim) that are made with no context of what the comparison is."
analytics  planning  and  data  analysis  content  marketing  digital  use  cases 
march 2018 by jonerp
Finance and healthcare tower as Salesforce officially breaks $10 billion run rate - by @whostu
"Salesforce formally broke through its $10 billion revenue goal yesterday with financial services, healthcare and the EMEA region standing out as highlights."
cloud  platforms  -  infrastructure  and  architecture  crm  customer  experience  digital  content  marketing  financial  services  fintech  healthcare  transformation  iot  robotics  ai 
march 2018 by jonerp
What can enterprises learn from Facebook’s no good, very bad week? - by @jonerp
"Facebook just had a terrible, horrible, no good, very bad week. The stakes are high - and the enterprise lessons are plenty. Here's my analysis."
content  marketing  digital  and  ux  application  design  media 
february 2018 by jonerp
‘Fake News’, Trump and digital transformation – the challenge for news media - by @whostu
"A tale of two Thom(p)sons - Mark and Robert, media moguls at rival publishing empires, facing up to digital disruption and the challenge of transforming business models in an era of 'Fake News'."
digital  and  content  marketing  enterprise  in  the  real  world 
february 2018 by jonerp
How GDPR is changing the way we market to customers - by @bmosherzinck
"May 25, 2018 looms for EU-concerned marketers like a data transparency judgement day. But as Barb Mosher Zinck learned from Demandbase, diligent marketers have a chance to differentiate themselves through privacy."
digital  and  content  marketing  gdpr 
february 2018 by jonerp
SPOS #605 - Next Level Negotiation Skills With Chris Voss - podcast via @mitchjoel
During Chris's 24 year tenure in the Bureau, he was trained in the art of negotiation by not only the FBI but Scotland Yard and Harvard Law School.
six  pixels  of  separation  mitch  joel  mirum  marketing  advertisement  communication  public  relation  social  media  management  & 
february 2018 by jonerp
Digital media disruptions XX – Facebook elevates comments over shares + Alexa’s content future - by @jonerp
"In this edition – why Facebook's comments over shares News Feed change matters far beyond Facebook. How to tell the real influencers from the fakes, and: why brands should reckon with Alexa for content."
content  marketing  digital  and  iot  robotics  ai  user  experience  media 
february 2018 by jonerp
Built.io and Contentstack bring on the headless CMS experience - by @philww
"Built.io spinoff Contentstack provides a headless CMS to deliver adaptive content within a personalized, responsive and multi-channel digital experience."
crm  and  customer  experience  digital  content  marketing  ux  application  design 
february 2018 by jonerp
Sales and Marketing 2.0 – why marketing and sales have to adapt to today’s buyer - by @bmosherzinck
"The buyer is changing. Marketing has to adapt, or be tuned out. But what about sales? Barb Mosher Zinck explores the keys to Sales and Marketing 2.0 - including a new approach to content marketing."
digital  and  content  marketing  sales 
february 2018 by jonerp
How to Walk From a Deal - by @kellblog
"A good walk-away process should pass three tests in the mind of the customer.

The customer should feel like they were treated respectfully.
In the future, the customer should remain interested in buying from both you individually and your company, should circumstances be different. (Ideally, they will be more interested in buying from you because you walked.)
The customer should feel like the decision was not unilateral."
marketing  sales  startups  optionality  qualification 
january 2018 by jonerp
Is it time to add podcasting to your marketing mix? - by @bmosherzinck
"If 2017 was the year of video marketing, is 2018 the year of the podcast? On the brink of a fresh podcast series. Barb Mosher Zinck weighs the options - and explains how podcasting can fit into the marketing mix."
content  marketing  digital  and 
january 2018 by jonerp
SPOS #601 - Dan Heath On The Power Of Moments - podcast via @mitchjoel
"Why do certain experiences have specific impact on our lives? How is it that an event that took place when we were a child could be a hardwired value set that we carry with us to this day? Is it all just chance and luck (nature) or is their an opportunity for us to create moments like this (nurture)?"
six  pixels  of  separation  mitch  joel  mirum  marketing  advertisement  communication  public  relation  social  media  management  & 
january 2018 by jonerp
New data shows power of videos, text and storytelling – but the advertising model is still broken - by @jonerp
"I thought I was going to roast a Playbuzz PR email on fixing fake news. But their data on the impact of video in brand storytelling is worth a look. Here's how it impacts enterprise marketers."
analytics  planning  and  data  analysis  content  marketing  digital  ux  application  design  media 
january 2018 by jonerp
SPOS #600 - Smart Women In The New Economy With Magdalena Yesil - podcast by @mitchjoel
" In a situation where equal pay, harassment and more is still (sadly) the bane of our society when it comes to women. From #metoo and bro culture to today, Magdalena has more than a few thoughts on where technology is going and how important woman are (and will be) to its future and freedom."
six  pixels  of  separation  mitch  joel  mirum  marketing  advertisement  communication  public  relation  social  media  management  & 
january 2018 by jonerp
diginomica 2017 – the year according to Jon - by @jonerp
"With 2018 in sight, Jon Reed takes a look back at highlights from the departing year on diginomica."
analytics  planning  and  data  analysis  cloud  erp  financials  supply  chain  content  marketing  digital  skills  training  transformation  -  frictionless  enterprise  future  of  work  machine  intelligence  ai  blockchain 
december 2017 by jonerp
GDPR – aggression, blame-shifting and obfuscation ahead?
"SugarCRM CEO Larry Augustin welcomes GDPR, but the side-effects may be grim, he says."
crm  and  customer  experience  data  privacy  digital  content  marketing  government  public  services  open  source  regulation 
december 2017 by jonerp
Four things marketers should not do in 2018 – and one they should - by @bmosherzinck
"Marketers can expect plenty of shiny new toys to play with in 2018. But that's not going to get us there. Here's four things NOT to do in 2018, and one unsexy - but important - thing marketers must get right."
digital  and  content  marketing 
december 2017 by jonerp
Mickey Mouse meets Murdoch – media digital disruption just got real - by @whostu
"Disney's streaming media ambitions took a major step forward with a $52.4 billion planned takeover of 21st Century Fox assets - assuming there are no anti-trust barriers in the way."
digital  and  content  marketing 
december 2017 by jonerp
Smarter Career Choices #3: Solve for the Global Maxima!
"series correlations would have been a great start right after the first week of the contract. How many people are visiting the Surface website on Sundays? Is that materially significant compared to weeks prior or weeks where there were not as many games? Was there an improvement on Sundays in digital sales? How about retail sales on Mondays?"
advanced  analytics  digital  marketing  tips  brand  measurement  social  media  metrics  television  advertising 
december 2017 by jonerp
Urgency and the Buying Process - by @barnes_hank
"There are 4 categories of urgency that come to mind for me–in order of opportunity value for a provider being legitimately considered.

Buyer Acknowledged Urgency – This is a situation where they buyer understands and is committed to change. I spoke to one company in the recent past who made a decision to purchase an employee performance management system in 4 days! How/Why? Because their board mandated that a system be in place by the start of the new year. If not, the repercussions would be significant. These are often the source of “bluebirds” and your best approach, once you know the customer has this urgency, is to make it as easy as possible for them to buy. And quickly."
go-to-market  buying  cycle  customer  experience  marketing  effectiveness  messaging  sales  urgency 
december 2017 by jonerp
How content became the crowning digital disruptor achievement for Netflix - by @whostu
"Netflix has disrupted the broadcast TV industry and now has its sights on the movie business. Chief Content Officer Ted Sarandos talks through the challenges ahead."
content  marketing  digital  and  enterprise  in  the  real  world  user  experience 
december 2017 by jonerp
Is the enterprise still in content shock? A content marketing debate with a new twist - by @jonerp
"Are enterprises still in content shock? New data suggests that content saturation levels are a real problem. I revisit a classic debate, and explain why my advice to enterprises has shifted since 2014."
content  marketing  digital  and 
december 2017 by jonerp
The B2B Technology Buying Conundrum - by @barnes_hank
"These dichotomies create a conundrum. An environment that seems optimized for the buyer isn’t. And decisions take longer and longer. Indecision is more common, to the point of organizations sticking with the status quo much longer than they would like."
go-to-market  b2b  marketing  sales  buyer  power  buying  process  evaluation  information  access  trust  user  reviews 
november 2017 by jonerp
How much can you really trust user-generated content? - by @bmosherzinck
"User-generated content that advocates for brands is all the rage. But how willing are consumers to do it? And are we on a slippery branded slope? We analyze examples and data from SproutSocial."
content  marketing  digital  and  user  experience 
november 2017 by jonerp
Contrasts are Critical - by @barnes_hank
"
Contrast the business results that are possible with your product/service vs. without.
Contrast yourself vs. alternative products or approaches.
Contrast your implementation and customer success model vs. others.
Contrast a day in the life of the users of your solution vs. a day without it."
go-to-market  b2b  marketing  sales  context  contrast  differentiation  messaging  storytelling 
november 2017 by jonerp
TrustRadius on how to make peer reviews matter for B2B buyers - by @bmosherzinck
"Customer reviews are a huge factor in B2C buying. But can B2B peer reviews reach the same level of relevance? TrustRadius says yes - here's how they're doing it."
content  marketing  digital  and  skills  training  professional  services 
november 2017 by jonerp
Win Rates, Close Rates and Milestone vs. Flow Analysis - by @kellblog
"Back to our original topic, the same concept comes up in analyzing win rates. Regardless of which win rate you’re calculating, at most companies you’re calculating it on a milestone basis. I find milestone-based win rates more volatile and less accurate that a flow-based SAL-to-close rate. For example, if I were building a marketing funnel to determine how many deals I need to hit next year’s number, I’d want to use a SAL-to-close rate, not a win rate, to do so. Why? SAL-to-close rates."
marketing  metrics  modeling  saas  sales  startups  uncategorized 
november 2017 by jonerp
The ludicrous press release awards – “have you leveraged your #blockchain?” edition - by @jonerp
"Yes, it's time to put a satirical buzz saw to the PR flatulence around "game changing" tech. This time around - blockchain. But to my surprise, my snark got (partially) disrupted by genuinely interesting use cases."
digital  and  content  marketing  hits  misses  blockchain 
november 2017 by jonerp
How is voice search changing your SEO strategy? - by @bmosherzinck
"The rise of voice search brings us back to the future, thinking about SEO in an "Ask Jeeves" kind of way. Here's Barb's tips on winning in voice search in Google and beyond."
content  marketing  digital  and 
november 2017 by jonerp
Digital Analytics + Marketing Career Advice: Your Now, Next, Long Plan
If you hire strong analytical thinkers, of any background, you are hiring people who will be adaptable, who'll grow and flex with your organization and needs. They'll have the mental agility to think smart and move fast. They'll ask child-like simple questions that'll lay bare your complex strategic challenges. Hire them. And, if they don't know tool x… You can teach them which buttons to press.
artificial  intelligence  digital  analytics  marketing  leadership  careers 
october 2017 by jonerp
PepsiCo fizzes with digital to support “brilliant disruption” - by @whostu
"Disruption isn't a bad thing, suggests PepsiCo CEO Indra Nooyi, as the CPG giant gets serious about e-commerce."
digital  and  content  marketing  e-commerce  retail  the  omni-channel 
october 2017 by jonerp
Just Effing Demo - by @kellblog
"“Look, I’ve been using EPM systems for 25 years. I’ve used Hyperion, Essbase, TM1, and BPC. I’ve been in FP&A my entire career. I have an MBA from Columbia. I am fully capable of determining my own needs and don’t want to play Twenty Questions with some 20-something SDR and then play it again with some sales consultant before I can get a live demo of your software. Can we make that happen or not?”
marketing  process  sales  uncategorized  demos  effing  demo  sc  se 
october 2017 by jonerp
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