- Bringing Intelligence To Content in
Marketing Daily on
03/13/2014
Just back from the Intelligent Content Conference, where I was among technical writers, content managers, content operations personnel, and information developers. Shockingly, I didn't run into a
single CMO, marketing VP or director.
- From Drab To Fab: Marketing Plan Crash in
Marketing Daily on
10/31/2013
The planning season is upon us. So develop those blueprints, collect your best tools, take good measurements, double-check your alignment, consult your experts and craft a marketing plan you and your
team will be proud of -- one that will demonstrate your value to the leadership team.
- How To Take Back The Reins in
Marketing Daily on
10/03/2013
We all need to be solid, dependable team players, but there's a difference between collaborating (working together) and abdicating (relinquishing). If you're ready to take back the reins and
re-establish your power, we have some ideas to help.
- Creating A Change Agent Culture In Marketing in
Marketing Daily on
08/27/2013
Marketing leaders now use data, analytics, metrics, and modeling to tackle point problems and to enable organizational change. To be effective change agents, marketing leaders need to move from being
a blocking and tackling organization to taking a more holistic approach -- one that integrates analytical, process, strategy, planning, and performance management expertise.
- A Bigger Megaphone Doesn't Mean Better Marketing in
Marketing Daily on
06/24/2013
To deliver value, you must know your customer and understand their buying journey. Once you have mapped the existing and prospective customers' buying journey and organized each step into the
appropriate stage, you can now begin to match marketing content with the buying process and life cycle.
- Staking Your Category Claim in
Marketing Daily on
05/23/2013
Understanding customers' needs, wants, and buying process in a category helps marketers make better strategy, product, positioning, messaging, channel, and content decisions. By tracking a key metric
of success known as category development index for various segments, you can calculate your relative performance within specific customer groups and tailor marketing programs and investments
accordingly.
- The Art of Controllership in
Marketing Daily on
04/22/2013
The more we understand about the various parts of a business, the more we know about the sum of these parts combined and how our actions affect our peers. By brushing up -- and keeping up -- with
accounting, finance, and management, you can transform your marketing organization into the thought leader of the company,
- Three Attributes To Extend Your CMO Longevity in
Marketing Daily on
03/18/2013
As marketers, we cannot forget that the human element -- the customer -- is at the center of all things marketing. While CMO tenure varies across industries, there are several attributes that
long-tenured CMOs share. By exemplifying these traits of a successful CMO, the business of marketing will become more strategic, impactful, collaborative, and customer-oriented.
- Think Like The Competition in
Marketing Daily on
02/15/2013
As part of developing a go-to-market plan for innovations and/or market strategies, marketers consider technology, functionality, customer segments and requirements, channels and partners, pricing and
promotion. Thinking about these from the perspective of your competition provides insight into their potential opportunities and possible responses.
- Back To Our Roots For Successful Marketing in
Marketing Daily on
01/09/2013
Today's most successful companies are customer-focused and committed to creating and delivering superior customer value in their target markets. By returning to our roots we can ensure that our work
focuses on creating customer value, building customer engagement, and facilitating and accelerating the buying process.