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Happy New Year!

Over the holidays, I moved servers to deal with a massive cost increase by my marketing automation provider; the trade-off is that I’ve had to spend more time on systems administration as a consequence. That’s why the newsletter is a day late.

Food for Thought

In this week’s Food for Thought, a consideration. How much of your marketing tech stack do you own? How much do you pay out to various cloud vendors?

As I mentioned at the top of the newsletter, I’ve had to move my newsletter and marketing automation software “in-house” to a self-hosted server for cost reasons. That got me thinking, however, about how dependent the average company is on X SaaS provider for web analytics, marketing automation, and CRM.

What would happen if your favorite providers went out of business? It’s certainly not inconceivable. What’s your backup plan?

I would consider running systems in parallel. Yes, continue to purchase from best-of-breed SaaS providers, but at least become skillful enough in the basics of self-hosting systems that if you absolutely had to, you could run your business on a self-hosted stack for at least a little while.

What systems might these be? Look into:

  • Mautic for marketing automation
  • Piwik analytics for web analytics
  • Sugar CRM for sales CRM

These are the best of the open source, self-hosted ecosystem right now. Are they robust enough to rip and replace your SaaS vendors? Probably not. Are they enough to run your business while you transition to new vendors? Yes. Get to know them.

This Week in Marketing

Account-Based Marketing for B2C Marketers Is Coming

Your 2017 Marketing Quick Tuneup Checklist

How To Set Your Consulting Billing Rates and Fees

State of my Blog, 2016 in Review

9 Podcasts to Make You a Better Marketer in 2017 via Inc.com

The Top Trends and Insights for Video Marketing in 2017

Social Media Marketing

Future-Proof Your Social Media Audience with Social Sync

What’s the difference between social media and new media?

9 Brilliant Business Blogs to Browse in 2017   via Social Media Explorer

Social Media via #SocialSkim: Messenger’s Major Overhaul; Broken Social Metrics; Instagram’s Milestone: 13 Stories This Week via MarketingProfs Article

Media and Public Relations

Three Public Relations Mega-Trends in 2017

Ten PR Professionals to Follow, Stalk, Get to Know Spin Sucks

The 12 PR Blogs You Must Subscribe to (and Read) in 2017 Spin Sucks

Using Data From Google Tools to Boost Your PR Pitches

Advertisement: Marketing Over Coffee Master Session

Our Master Session is not a conference where you’re going to have an hour or two of learning and two days of shuffling around to keynotes and an feeling like bait on an exhibitor floor. When you leave your 2017 plan will be tied to your web analytics allowing you to benchmark and budget your programs. You’ll have 3 marketing programs selected to test after reviewing 19 categories of demand generation activities. Your strategic plan will be complete and in sync with your customer’s journey by up to 37 activities in 7 categories.

The Marketing Over Coffee Master Planning Session is a small private working session where you can discuss what’s working and get honest feedback on your progress – this is the one for CMOs and key team members.

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Tools, Tech, and AI

4 Reasons Your Machine Learning Model is Wrong (and How to Fix It)

Analytics, Stats, and Measurement

Explaining Statistical Goodness of fit Tests with Beer (Statistics)

The Most Important Commodity in 2017 is Data via R-bloggers

GTMTips: 10 Useful CSS Selectors via Simo Ahava’s blog

Essential Reports and Trends as We Enter 2017 via Scott Monty

World of Watson: 5 Watson Analytics and Cognos Analytics Predictioneers share takeaways via IBM Watson Analytics

Ad Block Tracking With Google Analytics: Code, Metrics, Reports via Occam’s Razor by Avinash Kaushik

SEO, Google, and Advertising

How to Kickstart an SEO Audit for Your Startup via Whiteboard Friday via Moz

Programmatic Advertising Creative. Winter Is Coming via Mitch Joel

Google and Spoken Queries: Understanding Stressed Pronouns via SEO by the Sea

Why All 4 of Google’s Micro-Moments Are Actually Local via Moz

3 ways to make money from your WordPress site via The Garage

How to use keyword research to drive search traffic to your website via The Garage

Advertisement: Build Your Data-Driven Customer Journey

What if you could put together a marketing plan, a strategy, and a budget rooted in reality that gave you the resources you need to succeed?

When you take the Build Your Data-Driven Customer Journey course, you’ll do exactly that. Step by step, we’ll look at the data you have, compare it to the model companies in your industry, and engineer a plan for the future that helps you catch up to your competitors in key marketing channels – then surpass them. You’ll walk through the construction of a data-driven customer journey and emerge with a plan in hand, the resources you’ll need to succeed, and a clear budget to achieve the goals you’ve been given.

When you enroll in my Marketing Planning course, you receive:

  • Three 45-minute video class sessions in HD MP4 format, enhanced to show clicks and keystrokes in the applications for true step-by-step instructions
  • The planning framework Excel spreadsheet so you can slot in your own numbers for an out-of-the-box strategic plan by marketing channel
  • A full electronic textbook detailing all the steps in PDF, MOBI, and Kindle formats so you can follow along without having to watch the video every time.

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Good Reads and Interesting Stuff

My Three Words for 2017

Business Planning Tips to Keep in Mind in the New Year via OPEN Forum

Battery Storage Poised to Expand Rapidly via Scientific American

Fun, Games, and Entertainment

Set Up a Raspberry Pi as a Live Streaming Camera That Broadcasts to YouTube

Economics, Politics, and Society

Class Breaks via Schneier on Security

What Is Going To Happen In 2017 via AVC

How I Detect Fake News, by Tim O’Reilly

Advertisement: Leading Innovation

Innovation.

One of the most (over)used words in business – yet one of the least understood. Without it, companies stagnate and die. Everyone talks about being innovative. Every company has innovation buried somewhere in its corporate values, mission statement, or corporate vision.

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Upcoming Events

Don’t see an event you’re attending listed below?

Ask the organizers to bring me to the events YOU attend!

Events:

Here’s what’s coming up:

  • Social Media Marketing World, March, San Diego
  • Demandbase Marketing Innovation Summit, April, San Francisco
  • NATIONAL 101, May, Montreal
  • MarketingProfs B2B Forum, October, Boston

Conclusion

Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.

See you next week,

Christopher S. Penn


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