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Transcript
Empowered, Agile Marketing October 18, 2012 The Marketer’s Lament Hey Marketing, You S&*k “Marketing is all B.S.” - Eric’s Wife Talk with your CEO? • Maybe not… – 73% of CEOs think Marketers lack business credibility and are not growth generators – 74% think marketers focus too much on trends, without a clear connection to real ROI – 67% think that marketers don’t think like businesspeople… rely too much on their agencies Source: The Fournaise Marketing Group So why even bother? Have we reached the end of the road? Long live marketing Multichannel messaging is the most effective tactic for increasing engagement • Includes new trendy channels and old standbys – Top Five: Email, website, social, SEO and content marketing • 81% of marketers use email for lead generation • 57% of marketers say email newsletters are most effective nurturing tool Source: MarketingSherpa 2012 B2B Marketing Benchmark Report Why people read emails from brands So Where is the Disconnect? Agile Marketing Agile Marketing takes its inspiration from Agile Development and values: • Responding to change over following a plan • Testing and data over opinions and conventions • Numerous small experiments over a few large bets • Engagement and transparency over official posturing • Collaboration over silos and hierarchy - Source: www.agilemarketing.net We need to do a few things better • Be Agile – Create – Test – Measure – Optimize • Our tools and processes are getting in the way. Easy: Measurement Harder: Test Impossible? Create (Optimize) Sitefinity around the world UNITED KINGDOM +44-20-7291-0580 NORTH AMERICA +1-888-365-2779 BULGARIA +359-2-8099850 Winnipeg Houston San Diego London Boston Austin Munich Sofia Delhi GERMANY +49-89-2441642-70 Sydney AUSTRALIA +61-2-8090-1465
