3 Root Causes of Marketing Automation Failure and How To Fix Them

Posted by Vince Koehler

April 18, 2014 at 6:45 AM

The majority of marketing leaders report dissatisfaction with results from Marketing Automation. Frost & Sullivan reveals 75% not accomplishing what they expected. Failed implementations of Marketing Automation litter the battlefield. CMOs know their marketing automation isn’t delivering results but aren’t sure what to do. Do you fix or replace?

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Topics: Content Marketing, Lead Management, marketing automation, CMO Resources, CMO

3 Ways to Identify if Marketing Structure is a Problem

Posted by Christina Dieckmeyer

April 12, 2014 at 6:45 AM

Marketing is tasked with contributing to the bottom line. As a marketing leader you must be able to prove your ROI. But many marketing leaders struggle to position their team for success. One of the complaints we hear all of the time is lack of resources. “I don’t have enough people to get everything done.” This is especially true for small companies and marketing leaders in particular. They often feel they don’t have enough resources.

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Topics: CMO, Marketing Resources, marketing structure

How to Restructure Your Marketing Department After a Budget Cut

Posted by John Staples

April 7, 2014 at 6:45 AM

Is your marketing structure the right one? The CEO is cutting the marketing budget. This includes headcount reduction. The CEO also wants more from the marketing team. You’re constantly trying to justify expenses and prove the return on marketing investments.

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Topics: Marketing, CMO Resources, CMO, Marketing Strategy

Early Signs Show CMOs Are Becoming Obsolete

Posted by John Koehler

April 1, 2014 at 6:45 AM

Obsolete? You may be thinking this is an April fool’s joke. CMOs are in higher demand than ever. It is April fool’s day for those who think CMOs are no longer needed. The gap between great CMOs and Obsolete CMOs is growing.

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Topics: buying process, CMO, Marketing Resources, Agile marketing, Marketing Talent Management

The Agile Marketing Approach to Selecting Marketing Channels

Posted by Vince Koehler

March 27, 2014 at 6:45 AM

Selecting the right Channel mix is crucial for successful product releases. Having too many channels erodes budget and adds complexity. Complexity delays product launches and campaign timing.

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Topics: Demand Generation, CMO Resources, CMO, New Product, Agile marketing, DemandGen

How to Structure & Coach Your Content Marketing Team

Posted by Christina Dieckmeyer

March 21, 2014 at 6:45 AM

Do you have your 2014 content marketing plan in place? Content is king in today’s modern marketing world. There will be many moving pieces to your strategy. And many things you will need to think through. You need to create content that your buyer cares about. It needs to be thoughtful, and relevant – think quality over quantity. It needs to be dynamic and ever changing - you can’t let your content go stale.  It also needs to be written for the web. People are going to be reading it on the go on different devices. Short sentences, bulleted points, etc., make this easier.

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Topics: Content Marketing, CMO, Marketing Resources

CMO: Can You Rely on Sales for the New Product Release?

Posted by John Staples

March 16, 2014 at 6:45 AM

Timing and preparation for new product releases is everything. Your 2014 number requires net new revenue from new product launches. A poor launch will waste R & D dollars. Lack of sales enablement will cause you to miss the number. Sales enablement alignment to the customers buying cycle is required. Misalignment can result in missing the buying cycle completely.

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Topics: CMO Resources, CMO, New Product, Sales Enablement, Sales Readiness

CMO: Did You Get It Right When Creating Personas & Buyer Process Maps?

Posted by John Koehler

March 10, 2014 at 6:45 AM

Most CMO’s have created Buyer Personas. Best in Class CMO’s go a step further to invest in creating buying process maps. The most important question these CMO’s ask is “Did we get it right?”

Buyer Personas have to be right. Your company is building products, content and campaigns based on the personas. The sales force utilizes them to make sales. If there are inaccuracies, the company’s success in making the number is in jeopardy. Furthermore, the CMO will be held accountable.

How do CMOs know they got it right?

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Topics: buying process, Buyer Personas, Buyer Persona, CMO, Buyer Process Map, Marketing Resources, buyer persona development

The David Ogilvy Approach to Content Marketing

Posted by Vince Koehler

March 5, 2014 at 6:45 AM

Why fill the top of the funnel with leads to let them rot?  

It’s expensive to drive campaign responses.   Once the target persona responds to a campaign there is often a content anticlimax.  The content to acquire the response is far superior to the content to drive conversion.

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Topics: Content Marketing, Demand Generation, Content Strategy, CMO Resources, CMO, Campaign Design

Is Your Marketing Plan Failing?

Posted by Christina Dieckmeyer

February 27, 2014 at 7:00 AM

We are approaching the end of Q1. You have officially launched your 2014 marketing plan. By now you’ve probably run a campaign or two, created some new content, etc. But is it all working? And how do you tell?

Today’s marketing leader must be able to prove their effectiveness. According to CMO Survey, CMO’s spend 8% of their budget on analytics. And it’s only going up – analytics spend is expected to increase 60% in 2015. More now than ever, marketing leaders need concrete data that shows their programs are working. This has been true for some time now.

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Topics: CMO, Marketing Resources

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