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  • Why CMOs Should Engage With Niche Bloggers
    Effective CMOs operates at the nexus of the C-Suite and customer support – creating a brand voice that is authentic and effectively amplified in a way that doesn’t cheapen the message. “Challenging” doesn’t even begin to describe the daily struggle that this mission creates. It might be tempting to keep your head down and push from the trenches with the rest of your team. But the fight behind the...
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  • Data Strategy and Data Modelling
    In recent research released by Econsultancy & Oracle Marketing Cloud alarming statistics were released that showed while the adoption of Marketing Automation in Australia & New Zealand was relatively high, only 1/5th of those surveyed felt their automation capabilities were “advanced”. How can you take your Marketing Automation from basic to advanced? In this blog series, I will walk you through ...
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  • 5 Examples of Brands Using Cross-Channel Tactics to Drive Real Results
    The goal of your cross-marketing strategy should be to tell all your audience and customers a similar brand story across multiple channels. However, you need do so in a slightly different way for each one while holding user engagement. Your story has to be slightly different for each channel due to the fact that people on those channels interact with these channels in unique ways. That means you ...
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  • An Introduction to Google Posts for B2B Marketers
    Google recently announced the launch of Google Posts for all businesses listed in Google My Business. Google Posts appear alongside your business listing in search results and can be used to promote special events and offers, particular content and products, and encourage people to sign up to your newsletter. Google Posts offers B2B companies a great way to claim some extra search real estate, a...
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  • 5 Things B2B Marketers Should Learn from B2C
    The world of B2B marketing is changing rapidly. Over the past few years, we’ve seen trends emerge that challenge many of the traditional ways we think about demand generation. A great illustration of this movement was the latest SiriusDecisions “Demand Unit Waterfall”, released just a few months ago, which essentially redefines the definition of a B2B buyer. Rather than leads or accounts, it focu...
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  • The Customer Is Always Right: Email Marketing Spam Edition
    As a member of the Deliverability Operations team, I can tell you that we spend a lot of time discussing the importance of list hygiene and good mailing practices with our senders. Typically, this covers everything from ensuring recommended customer acquisition practices are in place, engagement-based segmentation is utilized to monitor for inactivity, and that customers are appropriately removed...
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  • 3 Ways to Integrate Account-Based Marketing Into Your Sales Practices
    Now that you have discovered the benefits of using an account-based marketing (ABM) strategy to maximize your available marketing and sales resources by developing personalized campaigns for targeted accounts, it's time to focus on how you can further integrate ABM into your sales practices. Through the integration process with sales, you'll be able to develop a deeper understanding of each accoun...
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  • 5 Truths About Email Marketing Your Boss Will Want to Know
    An email marketing strategy always needs approval from the boss to ensure it is in line with the company's overall strategy, delivers on key objectives, and is in line with the marketing budget. While these are the obvious factors you have to address, there are some other key things that your boss will want to know about the email marketing campaign you have planned. You need consider and adopt th...
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  • For CMOs, It’s A Brand New World
    CMOs face lots of questions. Some force them to confront the very integrity of their company’s organizational boundaries. Where are the edges of brand protection responsibility for a CMO? When are they allowed to relax their concern for the customer’s experience? Is there a point at which they quietly hand off responsibility for brand protection to Customer Success executives, Support and Ser...
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  • Don't Let A Good Word Go To Waste
    Transformation has become just a word. Does that seem like an odd thing to say? How can I say that, given all the excitement, the passion, the intensity of discussion running through the business world regarding strategies for digital transformation? I say that because I think we see so much of that word that it’s become a victim of our public discourse, everyone’s favorite eye-catcher. It’s becom...
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  • 3 Ways Marketing Ops Can Improve Your Planning Process
    “I can’t wait for planning season to start!” said no marketer ever. Let’s be real, for marketers, planning season can be a grind. It often involves long meetings, bloated documents, and endless debates to (try and) scramble together a plan for the year. Then once this masterful plan is completed, it’s promptly put in a PowerPoint or spreadsheet and saved to a share drive never to be opened again....
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  • When It Comes To Customer Experience, More Is More
    Customer experience is the perception the customer has of your brand. However that perception is shaped by many things other than the simple purchase transaction. Imagine a bakery. A customer experience is not purely shaped by the transaction of a customer buying a muffin. The bakery must create unique and delicious recipes. They must hire bakers that know how to create a perfect muffin. Employee...
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  • Make Your Students Successful with Oracle
    Gartner recently recognized the importance of student experience in their April 2017 report, “The Future of the Student Experience is Personal.”  Higher education institutions need to help students succeed, and a personalized and integrated student experience is one of the key ways to do so.  The CIOs of the higher education institutions are standing up and taking notice, too. To address those ne...
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  • CMOs - A High Level View
    The role of Chief Marketing Officer, CMO to me and you — has undergone a massive amount of change over the past few years. To be successful today's CMOs need to be more than just marketers.  A lot more.  Recently NGDATA released a guide entitled Anatomy of a CMO: Education, Experience, Salary Data, and More Insights on What Makes a Successful CMO. The guides takes a "deep dive into the role of ...
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  • The Big and Small ‘T’ In Digital Marketing Transformation
    Much is said and written about digital marketing transformation by marketers, technologists, analysts and organizations of varying shapes and sizes. Multiple definitions exist of the term such as that given by Altimeter Group: The re-alignment of, or new investment in, technology and business models to more effectively engage digital consumers at every touchpoint in the customer experience lifecy...
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  • Is Organic Social Reach Dead?
    The debate over whether organic social reach is dead or not has continued for the last few years, and the answer continues to be a resounding yes and no. That's because while certain aspects of organic social reach may not work as effectively as they once had, it doesn't mean you should give up using the strategy entirely. Instead, it's about having a hybrid social reach strategy that incorporates...
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  • Ignite the Fan Experience
    As a fan of the Golden State Warriors, I’m still gushing over their 2017 NBA Championship win.  Congratulations Dubs!  We’re so proud. Being in the Bay Area, we are very lucky to have talented sports teams including basketball, baseball, football and hockey.  Having been to every stadium/arena, the fan experiences are quite different! At home, we’re spoiled by the HD surround sound, consistent i...
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  • A Marketer’s Guide to CrossFit Digital Channels
    Like a competitive athlete trains to win by perfecting a balance of the optimum diet, exercise regime and mental focus, a CMO’s task is to develop a winning marketing machine. By coordinating every element to work together, the marketing machine will deliver short-term wins and outperform and outpace tough competitors. The question is: what workout plan will sweat out inefficiencies, build the st...
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  • The Evolution of Marketing: From Manual Through Automation To Predictive
    “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” While historians still argue whether Charles Darwin actually said that or Leon C. Megginson (Small Business Management: An Entrepreneur’s Guidebook), this opinion is just as valid for marketers today. We are all aware of how technology advances at an exponential speed today. If...
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  • 6 Articles CMOs Should Read This Weekend
    Since this past Tuesday was a holiday here in the states, we did not run our normal Tuesday CMO Corner post. Allow me to try and make up for that absence.  Here's X articles I think CMOs should read this weekend: How The CMO Can Leverage AI Internally And Externally There’s no doubt that technology is changing faster than ever before. At the heart of that in the business setting is marketing, w...
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  • Why Is It So Complex?
    Corporate complexity operates in stealth mode. It is born as simplicity, something initiated with the purest of intent. Its goal is to solve a small, straightforward, departmental problem through the implementation of a solution with just a few basic steps. It achieves that modest goal and is deemed by its developers and internal customers to be a success. Its success triggers ideas for how it mig...
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  • Why You Need A Content Marketing Strategy For Your Blog And Social Media Posts
    In today’s digital marketing landscape, a growing number of social media platforms and channels are competing for a limited number of marketing resources. Many brands are realizing that they can’t have an active presence across every single platform, and that they need to be strategic in how they create content for different channels. That’s why you need a content marketing strategy for your blog ...
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  • 60% of CMOs Value Brand Experience For Creating Ongoing Relationships
    Results of a recent survey revealed that brand managers, CMOs, and event planners around the world are recognizing that sensory brand experiences are a key strategy when it comes to building brand loyalty and staying top of the mind during the purchasing process. If consumers are loyal to your brand, then yours is one of the first names they think of when making a purchasing decision. The survey ...
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  • Cannes Lions 2017 Sights, Sounds And More
    Last week saw the close of another Cannes Lions event, AKA the International Festival of Creativity. As the dust settles, I figured now's a good time to take a look back at some of what was said, seen and heard.  Let's start off with some sights and sounds.  First up is Sylvia Jensen, Head of Marketing, EMEA, Oracle Marketing Cloud. As part of her Instagram takeover she took viewers for a walk. ...
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  • How Account-Based Marketing Changes the Business Developer’s Role
    “It is not the strongest or the most intelligent who will survive but those who can best manage change.” — Charles Darwin A Shift from Inbound Marketing After decades when there were few changes in marketing, in the 1990s, internet marketing was born. Then around the turn of the century, new technologies gave way to inbound marketing, putting the power in the buyer’s hands. The goal of inbound m...
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  • The Four Temperaments of Organizational Alignment
    It seems to be an unwritten rule. Or maybe it’s our collective failure to think of history as anything more than a collection of dusty tales from long dead, tech-deprived societies. Or maybe it’s simply ignorance. Whatever it is, it seems rare for anyone in the business world to look to the ancient Greeks for insight on organizational behavior. There have been a few articles written over the year...
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  • Are CMOs The New Owner Of The Data And Technology Around Which Companies Should Organize?
    Let's cut right to the chase here, kids. The answer to the question posed in the title is "largely yes" according to Alicia Hatch, CMO of Deloitte Digital. She cites the 2016 Gartner Spend Survey which found that CMOs had one of the highest technology spends of any C-suite member and is on track to overtake CIOs in 2017. To further support her belief one can point to Forrester's report C-Suite Te...
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  • Tales of the Modern Customer Experience from Top Marketing Experts
    In today’s modern landscape, humans have become fixated on experiences. Everything from foregoing homeownership for traveling around the world, to their experience in a restaurant are all shared online for the world to see. The experience that a consumer has (before and after purchase) can be the difference from a long-time customer, or online adversary.  Just how important is this experience? In...

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