Posted in Innovative Companies, Innovative Ideas, tagged consultative sale, demand generation, dialogue, digital, digital body language, lead management, lead nurturing, lead scoring, marketing, Marketing Infrastructure, marketing organization, marketing technology, personalization, ROI, sales organization, Steve Woods, technology on March 5, 2009 |
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The Internet changed everything … especially for marketers. Now more then ever, customers have a million tools and information sources at their disposal, and the power balance has forever shifted to the needs of the customer versus that of the brand-company and its products and services.
Customers are now driving the marketing process … in case you haven’t heard.
The consequence for us as marketers (and our role in demand generation) is that our fundamental posture must change. Yes, it remains increasingly important to get the attention of your customers and to ‘rise above the noise,’ but it also is increasingly important to be a better listener and observer – catering to the needs, preferences and timing of your customers. I liken our new role as marketers to being similar to the attentive and omnipresent, but unobtrusive, waiter at a five-star restaurant at The Ritz-Carlton or the Four Seasons – standing by and ready to cater to the customer’s every need and knowing exactly when (s)he wants something. Fortunately, the same Internet domain that has made our job tougher as marketers can also be a source of new and valuable insights into customers’ ‘digital body language,’ as Steve Woods (Twiter: @stevewoods), CTO and co-founder of Eloqua, calls it in his new book, (not coincidentally titled) Digital Body Language – Deciphering Customer Intentions in an Online World.
Source: New Year Publishing
Steve Woods is a forward thinker who has spent the last decade of his career learning about and building systems to help marketers better leverage insights into customers’ digital body language. His book is the culmination of his domain expertise and years of experience in software architecture, engineering and strategy for marketing systems, as well as his track record of client successes since Eloqua’s founding in 1999. This expertise, experience and track record led to him being named one of Inside CRM’s Top CRM Influencers in 2007.
Prior to co-founding Eloqua, Woods worked in corporate strategy at Bain & Company and engineering at Celestica. Woods holds a degree in Engineering Physics from Queen’s University in Kingston, Ontario.
So what does it take to better understand digital body language, and how as marketers can we better leverage digital body language to improve our delivery to customers, our collaboration with our sales-team colleagues and our fundamental ability to drive demand generation?
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Posted in Blog Contributors, Innovative Ideas, Marketing Programs, tagged marketing, technology, dialogue, marketing technology, software as a service, text analytics, brand monitoring, marketing metrics, digital, ROI, Marketing Infrastructure, personalization, CRM, integrated marketing communication, cross-channel, marketing execution management, marketing co-creation, semantic analysis on February 13, 2009 |
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Today’s post is a bit different from the usual. We won’t be diving into a key topic at the intersection of brands, marketing, innovation and technology, nor will we be presenting a Q&A with a forward thinker in the space; instead, I am asking for your help with a project.
I am in the process of writing a book – tentatively titled Connected Marketing – that is for marketers, that covers the topic of marketing technology and that is meant to help marketers deploy and use technology in a substantially-different way than they do today.
This book has evolved from a convergence of 1.) my interests and blogging about this space, 2.) my past experiences as a marketing leader and consultant in the technology industry, 3.) my ongoing discussions and interactions with leaders in the marketing technology space and 4.) research I’m conducting as part of my current graduate program, which I will conclude in May 2009.
So what are the details, and how can you be a part of helping marketers to better leverage technology and, thus, to take the ‘connectedness’ of their marketing organizations to the next level?
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Posted in Innovative Companies, Innovative Ideas, Marketing Programs, tagged B2B Marketing Magazine, BusinessWeek, cloud computing, cloud services, CNET, CRM, CRM Magazine, cross-channel, D&B, Dave Howell, dialogue, Erik Arnold, Frank Gens, Geoff Rego, InformationWeek, integrated marketing communication, Jeffrey F. Rayport, Lauren McKay, marketing, marketing execution management, Marketing Infrastructure, marketing metrics, marketing technology, NewsFactor Network, Nielsen, personalization, Roger Smith, ROI, software as a service, technology, the cloud on January 19, 2009 |
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One common theme on this blog over the past few months is the myriad challenges facing marketers as they attempt to deploy and manage integrated marketing communication programs in an increasingly disparate and complicated customer-communication environment. Past posts have covered the challenges of: achieving Marketing Personalization 2.0 and eventually 3.0; managing cross-channel marketing execution; and identifying agency partners with sophisticated people, processes and underlying Marketing Infrastructure that are truly equipped to help their clients make order out of chaos.
There’s no getting around it: Customer-brand dialogue is becoming more complicated over time, and effective dialogue with customers requires 360-degree coordination of programs and touch points. This means marketing organizations need their own, increasingly-sophisticated and fully-integrated Marketing Infrastructure.
Technology ‘saavy’ is not an option for marketers today; moreover, the level of integration of their technology systems is more important than ever — not only for online marketing activities but also for interactions between the online and offline world. And it is critical not only for effective and coordinated brand presentation, but also for building closed-loop feedback mechanisms so that marketing efforts can be effectively measured, end-to-end — something that only a fraction of marketing organizations are actually achieving today, according to the folks at SiriusDecisions.
Enter ‘cloud services’ … an emerging IT architectural vision of seamless, Internet-based application and data integration — via common, Web-based service layers — that could get all of your marketing assets talking, in real time, within days.
Except it’s not so much a vision as it is becoming a reality today – now trumpeted by some of the leading next-generation CRM vendors, such as SugarCRM and Salesforce.com (see below), and backed by next-generation integration services providers, such as Cast Iron Systems. Want proof this is becoming mainstream?
- BusinessWeek recently headlined, “Cloud Computing Is No Pipe Dream,” in a piece by Jeffrey F. Rayport.
- IDC reported this past October that “… spending on IT cloud services [will] grow almost threefold in the next five years, reaching $42 billion by 2012,” according to Roger Smith in an InformationWeek article. “The growth will in part be helped by the economic crisis that began in the United States, according to a statement by Frank Gens, senior VP and chief analyst at IDC. ‘The cloud model offers a much cheaper way for businesses to acquire and use IT — in an economic downturn, the appeal of that cost advantage will be greatly magnified.’”
So what are cloud services … really .. and how can they help marketers gain control over customer-brand dialogue and achieve a holistic view of their brands through intelligent integration of Marketing Infrastructure?
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Posted in Brand Strategy, Innovative Ideas, New Product/Service Development (NPSD), tagged Aric Rindfleisch, brand community, brands, co-creation, dialogue, marketing, marketing co-creation, Matthew O’Hern, personalization, user-generated media on January 8, 2009 |
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Today we are beginning a new ‘semi-frequent’ feature on the Propelling Brands blog. In addition to the regular features and ‘who’s propelling’ profiles of individuals and companies, we will periodically feature Q&As with individuals that are true forward thinkers on brands, marketing, innovation and technology.
Source: Wisconsin School of Business
Professor Aric Rindfleisch is just such a forward thinker and marketing researcher, who works to fuse insights from the front lines of business and marketing with cutting-edge academic research. In addition to his extensive academic background, he has worked for both ad agency J. Walter Thompson in Japan and marketing research firm Millward Brown. Rindfleisch is currently the Associate Dean for Research & PhD Programs and a Professor of Marketing at the University of Wisconsin-Madison. He teaches graduate-level courses for the Wisconsin School of Business on new product development and marketing strategy; his academic research focuses on understanding inter-organizational relationships, consumption values, and new product development; and he is developing a new blog for the school, titled WisconsInnovation which seeks to bring together the ‘co-created’ insights of both faculty and students on innovation in business.
Rindfleisch has recently authored a groundbreaking paper, titled “Customer Co-creation: A Typology and Research Agenda,” which we are fortunate to be able to share on this blog. His co-author is Matthew S. O’Hern, a lecturer and doctoral student in marketing at Wisconsin. The paper is slated to be published in an upcoming volume of the academic journal Review of Marketing Research. And it is the focus of our Q&A here.
So what does co-creation really mean? What is the impact of co-creation research on businesses, and how can marketers embrace co-creation as a strategy for improving the customer-brand relationship?
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Posted in Company Profiles, Innovative Companies, Marketing Programs, tagged brands, CRM, cross-channel, dialogue, digital, Gartner, innovation, integrated marketing communication, marketing, marketing channels, marketing execution management, Marketing Infrastructure, marketing metrics, marketing technology, mobile marketing, personalization, ROI, technology on November 24, 2008 |
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In my recent Marketing Personalization 2.0 blog piece, I spent some time talking about what I referred to as ‘cross-channel marketing execution management platforms.’ This is a technology segment that is of particular interest to me for two reasons.
First, as someone who has run integrated marketing communication campaigns that have included elements as diverse as PR, live events, direct e-mail, salesforce materials and blogs, I recognize that managing a consistent marketing campaign across mediums is tough. This is particularly the case when it comes to ensuring outbound continuity of brand presentation, while also personalizing content to the customer, and achieving comparable metrics for campaign effectiveness analysis across mediums. Getting a normalized sense of ROI remains the Holy Grail. So I think that every marketing leader has a vested interest in the advancement of the ‘state of the art’ in this technology area.
Second, related to the first point and complicating matters a bit, as marketers we are only being asked to handle and operate across more mediums over time, not less. Platform provider Eloqua claims on its Web site, “According to industry surveys, 34% of marketers cannot execute a coordinated, integrated, multichannel marketing campaign.” I hope this isn’t true, because it is a sad state for marketing if it is. Operating diversified, integrated marketing communication campaigns are a way of life, not an option. And with the explosion of social media and social networking technologies and platforms, our lives are only more complicated and fragmented. So we not only have a vested interest in this technology area, it will rapidly become the keystone for execution.
So I wanted to devote some time in this post to:
- better identifying the state of this technology segment,
- building out a ‘definitive list’ of the major providers, and
- presenting insights into their strengths and weaknesses.
But I’m hoping to do this is a collaborative fashion, and this is where I invite your assistance. Please help review my initial entries on the list and provide suggestions on who else should be included.
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