Industrial manufacturing needs to develop a customer-centric approach to how they market and sell to prospects and customers. Customer focus requires marketing and sales to work together to build B2B relationships and share knowledge. Optimized marketing technology provides the tools to reach customers where they are at within the buyer's journey and enables both teams to integrate and deliver a more seamless customer interaction.
Employee Advocacy programs fail when they ask employees to "Parrot" company content but succeed when they provide content and training that enable employees to build their personal brands. Tools like Grapevine6 are dramatically changing employee advocacy to focus on the employee brand first and create a win-win program.
When you purchase Marketo you ignite a chain reaction that can push you through the Revenue Marketing Journey™ to win a you a seat at the revenue table, or conversely you just wasted money on an expensive tool that pushes out emails. Which side of that purchase do you want to be on?
Marketo announced that changes are coming to the way that the Marketo – Salesforce.com (SFDC) integration will work going forward. The former requirement to utilize the Marketo Lead Management (MLM) package from the Appexchange has gone away, making the integration much simpler.
While there are a lot of project variables that impact a project’s ROI, change management plays a very important role in realizing organizational benefits. Lack of proactive change management is one of the main contributing factors when it comes to failure of technology implementations.
As an executive, a key responsibility is the org structure of your marketing team and ensuring you have the right skills in the right place at the right time. Yet, as Revenue Marketing™ is a new endeavor for many marketing leaders, there may be some knowledge gaps to be filled.
As Marketers, we have quickly become the holding place for so much data, from whom we view as our Total Marketable Universe (both companies and people), to whom we communicate with, to what those people care about. The volume is not trivial, nor is the care and maintenance of this information. However, few companies have a true, defined process and policy for the care of their marketing data.
A very interesting post on FastCo.Create theorizes that automation will eventually put all humans (or at least most of us) out of work. As a practitioner of marketing automation, it got me thinking, we are actively pursuing this through the very work that we do. We are contributing to our own inevitable obsolescence!