Marketing Strategy

The mark of a successful business is its commitment to constant improvement. Change is inevitable, especially in today’s fast-paced environment. If your brand is out of step with the latest technology or design trends, it’s at risk of being passed over by consumers. But of course, change is never easy, especially when it comes with a big price tag and runs the risk of lost sales if things go wrong.…

What does a CMO's (chief marketing officer) salary have to do with their influence? It's an interesting question. Logically, we think the higher the salary, the greater the influence on a company. While marketing remains a critical aspect of business growth, CMOs are losing ground in the realm of influence. But that doesn't mean marketing doesn't matter. It's evolving, and so must the role of the CMO. Quick Takeaways: There…

These days, there is a huge number of activities that go into the average multichannel marketing strategy and budget. To ensure that you’re spending your time and resources wisely, you must understand what’s working and what isn’t. This is what marketing attribution can help you to figure out. As you can see, I have been writing about this topic for a long time. It's relatively complex. And few marketers have…

As consumers, we tend to do two things that make marketers’ jobs harder. First, we actively avoid getting bombarded by messaging. As Ryan Holmes, co-founder of Hootsuite, mentioned in a LinkedIn piece, a whopping 86 million of us actively block the roughly 5,000 ads we see daily. As if that weren’t bad enough, we also have an annoying tendency to shy away from talking about topics that make us feel…

LinkedIn’s 2020 State of Sales Report shows that 44% of teams are seeing a decrease in responsiveness to email and social outreach because of C-19. Even though many companies are in cash conservation mode, I do not believe that the “silence” is a direct result of the health crisis. Buyers still want relationships with experts that can help them now with their current challenges and in the future. The issue…

We find ourselves in strange times. Life as we knew it, along with the “marketer’s playbook,” has completely gone out the window. In the COVID era, marketers can’t rely on the tried-and-true methods and behavioral patterns of the past to reach their audiences.  However, trends have emerged out of this new normal that are helping marketers make sense of the changing times. These four digital marketing trends might help you…

There’s no denying that the recent pandemic has affected many businesses, big and small. Some have experienced a slow down in sales while others, unfortunately, had to close down.  COVID-19 has impacted the world in so many ways. It’s not just people’s health that’s hurting. Supply chains and businesses are greatly affected too. Just like the virus, these changes are likely to evolve in the coming months, and we can…

By Johannes Ceh The threat from digital disruptors is a challenge that plagues slow-paced industry incumbents. Companies that lag behind with digitalization already suffer a digital gap, but given de current challenging business environment the speed of change to consumer behavior has accelerated. As we enter the New Normal and consumers embrace even more technologies and become increasingly hyperconnected, the risk is that the digital gap between brand and consumer…

Fred Isbell, Research Director Dresner Advisory Services, High technology Veteran and former Senior Director SAP Global Marketing I have had the pleasure to work with an amazing array of people over my nearly 30+ year marketing career. Perhaps one of the greatest gifts has been to work with some great firms and people from the analyst community. Their “outside in” perspective is critical, with the ability to keep a pulse…

When it comes to marketing and sales, the more precise and specific you can get with every customer, the better. Customers want to feel important and recognized by brands, and it is exactly why strategies like personalization are so effective. Account-Based Marketing (ABM) is when you target prospects by identifying a point of contact within an organization that you believe you’ll be able to serve the best, build a lasting…