Here we will take a look at all the emerging technologies that are going to impact your marketing organization – breaking down specific vendors, spaces, and assessing how they are going to impact you.
Platform Strategies
Demand Generation Playbook
Close the loop and optimize your gameplan with 5 core plays
“There is a direct correlation between lead generation capabilities and the growth of an organization, with a combined 58% of those companies whom described their lead generation as more effective than their competitors significantly outgrowing the competition.” MarketingSherpa. The question is, what are you doing about it?
(<- click here to download a 2.5mb .pdf of the eBook)
Marketing, of all the business disciplines is the one today by far facing the greatest amount of change. Just to keep up, CMOs needs to be nearly full time students to consume and process all the changes occurring in channels, measurement, storytelling, and fundamentally how messages are brought to market. In developing the framework of Customer Relationship Marketing what I’ve hoped to accomplish is to provide the CMO a tool for visualizing the moving organizational parts to bridge the gap between what was, and what will be.
Rooted marketing notions of reach and frequency via a broadcast medium are soon to be as obsolete as the horse and buggy. Most marketing organizations, however, are still configured for this style of production and don’t have a road map for re-tooling themselves. As marketing service providers we need to be cognizant of this and find ways to cross this new chasm by focusing approach on specific verticals with an integrated horizontal message.
Communicating a tightly integrated, horizontal CRM offering
Vendor Rankings
We use our proprietary Capability to breakdown technology spaces that are relevant to the marketing organization.
Over the last couple of years this subset of the marketing automation space has really come to stand on its own two feet. In part this has been sped by the economic downturn as the focus on doing more with less and increased visibility throughout the entire life cycle has really resonated with marketers…
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or Download a .pdf version here: theMarketingMojo – Demand Generation Pyramid
Over the last ten years the single most potent tool the direct marketer has had is email. For the direct marketer email has had great lift, cost a fraction of alternative channels, and has been immensely trackable and accountable. Looking at the road ahead, however, things start to get bumpier. …Over thirty vendors broken down, compared, and evaluated on their delivery, multi-channel, and personalization capabilities …
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or Download a .pdf version here: theMarketingMojo – Email Pyramid
The field of marketing automation began to take off in the late 90′s as a platform for managing, executing, and analyzing campaigns. Over the years the platforms have expanded to include multi-channel execution, sophisticated cross silo data aggregation, and robust statistical analysis, but at the core they are still about executing campaigns. … Over twenty vendors broken down, compared, and evaluated by integration, channel, and analytic features …
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Whether above, or below the line all marketers are under increased pressure to deliver demonstrable ROI and a real contribution margin. Traditional metrics, because they are so tied to a specific channel do not do a good job of translating value creation in terms of the customer. What can bridge this gap, however, is a smorgasbord of data technology products. … Over twenty vendors broken down, compared, and evaluated on data cleansing, interconnect-ability, and ROI orientated services capabilities …
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