Sun.Jan 22, 2017

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Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

by Louis Prado. In the past five years, we have seen exponential disruption each year in multiple markets. Digital technologies and resulting transformation turning markets literally inside out. Fundamentally reshaping markets in five years’ time compared to the fifty to seventy years it may have taken to build up a market. Take for instance the iconic yellow cab, a fixture in New York City for decades.

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The Most Important Content Marketing Tactic Your B2B Company Needs

Spiralytics

Read Content Marketing blogs and you’ll see that social media and video are the most important content marketing trends this year, and perhaps they are right. After all, we are in the age of mobile technology which, let’s face it, lends itself well to social media and video content types.

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The Promise and Peril of Personalization at Scale

B2B Marketing Directions

Marketers in virtually all kinds of companies are now intensely focused on improving the quality of the customer experiences their companies provide. Most marketers believe that the ability to personalize marketing offers and messages for individual customers at every touch point is critical to delivering outstanding customer experiences. Numerous research studies have shown that personalized marketing can be highly effective.

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Should B2B marketing ‘own’ CX?

TaylorMadeIn KEW

As if we don’t already have enough to distract us, the latest bandwagon to roll through our B2B marketing universe is customer experience (CX). Driven by the attention that CX is garnering in the B2C marketing world, B2B marketers are enthusiastically signing up to ‘own’ CX within our organizations. But I’m concerned that we’re too quick to ‘own’ the end-to-end customer experience across our organisations, without getting the engagement piece right first.

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Sales & Marketing Alignment: How to Synergize for Success

Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker

Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.

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The only marketing prediction you need for 2017

chiefmartech

I’m honored to have been invited to become a regular contributor to Ad Age , the world’s oldest (since 1930!) and largest publication in the field advertising and marketing. The publisher has agreed to let me repost my articles here on chiefmartec.com as well. Late October to early February is prediction season in the marketing world. As marketers, we’re innundated with articles, emails, and infographics telling us what will happen and what we need to do.