Verna asked, “What is the dynamic between the marketing technology operations and other technology teams?” To make marketing technology work, we must be equal parts marketer and technologist. The Chief Marketing Technology Officer (or equivalent) is the bridge between the CMO and the CTO. To make marketing technology work at an organization as a distinct…
The following is a guest post from the inimitable Jay Baer. The best opportunity to grow your business with customer service is to engage with your “onstage haters,” or customers who complain in public forums. And the best opportunity to engage with your onstage haters isn’t in social media (yet). More than half of onstage…
Shawn asked recently, “How do you see the field of analytics changing in the next 5 years?” This is a terrific question with a nuanced answer. If, by analytics, we mean the specific process of taking data and explaining what happened in it – harkening back to the original Greek analein, to loosen up, then…
When it comes to understanding your audience, few things provide as much insight as how your audience describe themselves. What are the words and phrases that they use to talk about themselves? Social media provides this answer to us in the form of profile biographies. Whether LinkedIn profile, Twitter bios, etc., we can learn quite…
Are you marketing to the same audience? If you aren’t, you’re missing both an opportunity and a problem. As marketers, our audience is our raw material. From audience, we grow evangelists, prospects, leads, revenue, and reputation. We need our audience to do even the most basic marketing work. If we were chefs in the kitchen,…
“It’s not just who you know, but who knows you.” – Mitch Joel Social media influencer identification software has one glaring flaw across many different analytics tools. Today’s tools focus too much on the what and not enough on the who. I was doing some client work the other night and found I needed to…
Influence is a nebulous term. Its Latin roots hint at things flowing into something, the idea that ethereal energy flows into human destiny. Yet it might not be too bold to say that our ability to measure marketing influencers controls the destiny of our marketing today. Why does measuring influencers matter? Not all influencers are…
What can we do to influence the political process? Vote, certainly. Make your voice heard. But amplify your voice by augmenting it with what politicians care about. Politicians are no different than any other kind of audience. If we are to get what we want, we have to provide value in return. This is the…
