empowered, agile marketing october 18, 2012. the marketer’s lament
TRANSCRIPT
Talk with your CEO?
• Maybe not…– 73% of CEOs think Marketers lack
business credibility and are not growth generators
– 74% think marketers focus too much on trends, without a clear connection to real ROI
– 67% think that marketers don’t think like businesspeople… rely too much on their agenciesSource: The Fournaise Marketing Group
Long live marketing
Multichannel messaging is the most effective tactic for increasing engagement• Includes new trendy channels
and old standbys– Top Five: Email, website, social,
SEO and content marketing• 81% of marketers use email for lead generation• 57% of marketers say email newsletters are most
effective nurturing toolSource: MarketingSherpa 2012 B2B Marketing Benchmark Report
Agile Marketing
Agile Marketing takes its inspiration from Agile Development and values:• Responding to change over following
a plan• Testing and data over opinions and
conventions• Numerous small experiments over a
few large bets• Engagement and transparency over
official posturing• Collaboration over silos and
hierarchy- Source: www.agilemarketing.net
We need to do a few things better
• Be Agile – Create – Test– Measure – Optimize
• Our tools and processes are getting in the way.