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| Page 1 of 1 | Previous | Next | MARKETING LEADERSHIP COUNCIL JANUARY 18, 2012 Marketing’s Reading List for 2012 A lot of folks have made New Year’s resolutions to stay more on top of developments in marketing and related fields – I know I have. Obviously, one of the best ways is to keep following this blog; but while you’re not doing that, check out some of these important new books: Thinking, Fast and Slow. Just when you thought the cognitive-science fad in business circles was wearing out, Nobel winner Daniel Kahneman releases what is likely to be considered his magnum opus on the way people think and make decisions, particularly commercial ones. The Filter Bubble. Steve Jobs. | MARKETING LEADERSHIP COUNCIL JANUARY 18, 2012  Measuring Marketing’s Effectiveness While it’s looking like 2012 might be a better year for business than 2011, it’s still essential that marketers focus on ways to ferret out waste and inefficiency in operations – both to minimize the impact on corporate bottom lines, but also to remain flexible for the new channels and investments that are sure to pop up in the coming 12 months. | | | | | |
| MARKETING LEADERSHIP COUNCIL JANUARY 10, 2012  The B2B Marketer of the Future Happy New Year! December and January are common times for people to reflect on the year that was and make predictions about the year that will be. The B2B prognosticators have been out in full force. Some of them take the easy route, proclaiming 2012 as the year of mobile marketing or the year of content marketing (uh, 2009 called, it wants its title back). marcom, branding, segmentation, etc). | MARKETING LEADERSHIP COUNCIL JANUARY 1, 2012  4 New Year’s Resolutions for Marketers Ah, New Year’s – the time when we step back, reassess, and resolve to do better in the coming 365 days. Most New Year’s resolutions are pretty predictable – stop smoking, lose 20 pounds, finally set up that household budget – but what should marketers, specifically, be thinking about for the coming year? How to do it? Get empirical (well, as empirical as possible). | MARKETING LEADERSHIP COUNCIL JANUARY 25, 2012  Winning the Complex Sale If you’re a B2B marketer, you know that one of the biggest overarching trends in your work over the last few years has been the gradual complication of the sales process. These factors are creating the “no-man’s land” facing Marketing and Sales , one that we told you about last summer in our annual B2B research project. | MARKETING LEADERSHIP COUNCIL JANUARY 4, 2012  Unanswered Questions for Marketing in 2012 Tweet If there’s one thing the past few years have been notable for, for marketers, it’s instability and uncertainty. Core assumptions of the craft are being called into question by technological shifts, a growing impetus on globalization is running into geography-specific challenges, and it’s unclear whether consumers and business buyers will re-learn pre-recession habits. | | | | | | | |
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MARKETING LEADERSHIP COUNCIL | WEDNESDAY, JANUARY 4, 2012  Automation and Activating the Long Tail
For the last few months, the B2B side of our team has been working on the topic of marketing automation – the idea that, using customer data and a little computer wizardry, we can create scalable marketing campaigns tailored to a customer’s motivations, position in the purchase funnel, or any other variable. The verdict? Marketing automation is in its early days, beware of vendor hype, and be smart about the limitations of this kind of technology. In the real world, that means a gradual replacement of general-purpose marcomms with increasingly-tailored communications. MORE >> -
MARKETING LEADERSHIP COUNCIL | WEDNESDAY, JANUARY 18, 2012 What’s New from MLC
New Year’s has come and gone, and it’s time to dive into 2012 – as well as get caught up with the great MLC resources you may have missed in the last few months. Here are some of our best new cases, research, and tools from the last few months: 2011 Marketing Investment Benchmarks. Review select marketing, marcomm and digital spend and budget allocation benchmarks from our 2011 benchmarking initiative, including previews by business model, revenue size and marketing priority. Marketing Automation: Lessons from the Front. Help Your Consumers Become Better Advocates. MORE >> -
MARKETING LEADERSHIP COUNCIL | WEDNESDAY, JANUARY 11, 2012  A Few Thoughts on the FDA’s New Social Guidance
In December, a day came that pharma marketers have been waiting for for years – the FDA finally began to release guidance on how pharmaceutical brands can and cannot use social media to engage with patients. But the guidance is, well, a little underwhelming. For a look into the specific actions firms should take as a result of the guidance, Dale Cooke of Digitas Health has put out a regulatory note , it is the best I’ve seen so far). First, some background, if you’re not knee deep in health-related social media circles. Sounds smart, right? MORE >> -
MARKETING LEADERSHIP COUNCIL | TUESDAY, JANUARY 24, 2012 Calming Your Customers’ Fears
The US economy might be improving, but business leaders are still walking a tightrope: budget pressures and the increased cost of failure have led to buyers scrutinizing purchases more than ever before – both as individuals and in group buying settings. Part of this has to do with greater information availability – customers are educating themselves about products and solutions before they ever see a rep, and, as such, are in a better place to make more thorough and deliberate decisions about what they buy. And who can blame them? MORE >>
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