Process + Infrastructure for the New Era of Buyer-centric Marketing … An Update on My Book Project

Update on Adam Needles’ upcoming marketing book.

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Why ‘Personas’ Are the Secret Sauce for Effective Marketing Automation Campaigns and the Key to Achieving a ‘Mass One-to-one’ Strategy

Adam Needles analyzes why ‘personas’ are the secret sauce for effective marketing automation campaigns and the key to achieving a ‘mass one-to-one’ strategy. This piece dispels mythology and focuses in on what personas really are, and what are they not. Moreover, it addresses address why personas are such a good fit for the new challenges we face today as B2B marketers.

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Nailing Down Evidence That the Nature of the B2B Buyer Has Changed

Adam Needles looks at how the nature of the B2B buyer is changing and provides key data points and research insights that support this evolution.

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Marketing Measurement and ROI Analysis – Connecting Aspirations with Realities

One of the clearest themes in recent research on the challenges marketers face in their roles is the great chasm that exists between aspiration and reality for marketers when it comes to marketing measurement and the analysis of marketing return on investment (ROI). So what are marketers’ aspirations; where is the disconnect; what are their challenges; and what are potential strategies for overcoming these challenges? Adam Needles examines this issue, presenting some in-progress findings from his own research and compares/contrasts this with recent research findings and advice by others who study the topic.

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Online Compiled Lead Sourcing Providers – Assessing Their Value and Understanding Their Evolution

So what’s new with the online compiled lead sourcing crowd — vendors such as Jigsaw and ZoomInfo — and how do we break down the vendor landscape? Moreover, how are they innovating to keep pace with the tidal wave of change in integrated marketing management technology? And what does this mean for marketers? Adam Needles provides analysis and context of around this segment.

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A Survey of Marketers Priorities and Experiences with Marketing Technology

An invitation from Adam Needles to participate in an original benchmark survey of marketers that is focused on garnering insights into marketing technology priorities and experiences

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A CMO’s Dual Imperatives – Driving Organizational and Technological Change

Adam Needles discusses the dual imperative for CMOs to succeed by driving both organizational and technological change — highlighting specific recommendations for CMOs to follow.

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Top 20 Integrated Marketing Management Platforms 2 of 3: Assessing Marketing Needs + Evaluating Vendors

This is the second in a three-part series of posts on integrated marketing management platforms. In this post, Adam Needles presents high-level thoughts for marketers on approaches to analyzing their needs and to selecting a platform that is the right ‘fit’ for their organization.

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Q and A … IBM’s Sandy Carter on ‘Marketing 2.0’

In this Q and A with Propelling Brands, IBM executive Sandy Carter talks about her new book, The New Language of Marketing 2.O: How to Use ANGELS to Energize Your Market, which delivers a ‘tool box’ for marketers — presenting a normative framework, together with numerous case examples from companies in a variety of B2B and B2C industries, to help marketers think through integrating social media into their existing marketing programs.

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Deploying Social Media for New Product/Service Development

What is the best way to approach social media as a tool for marketing research and to innovate the new product/service development (NPSD) process? What is a framework we can use to better match social-media platforms with our objectives for garnering customer insights? Adam Needles presents a working framework for thinking about approaching social media in an NPSD context.

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Top 20 Cross-channel Marketing Execution Platforms?

Adam Needles presents initial thoughts on a working list of leading cross-channel marketing execution management platforms. This piece is focused on (1) better identifying the state of this technology segment, (2) building out the list and (3) presenting insights into their strengths and weaknesses.

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Marketing Personalization 2.0

The whole point of marketing is to build a relationship between a customer and a brand through which both the customer and the company behind that brand derive benefit. It is a direct, one-on-one and mutual commercial exchange; for the customer, the brand is experienced at a very personal level. Yet so much of marketing practice and technology infrastructure seems to focus on de-personalizing and scaling marketing communication to as large of an un-segmented population as possible. Adam Needles examines how marketers can make both scale and personalization co-exist as hallmarks of every marketing program?

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