Every few weeks I’m collecting and curating some of the best stories about marketing technology, trends, analysis or just articles are worth highlighting and sharing. Here are a bunch of them:
Don’t Be a Slave to Your B2B Marketing Process– One of the biggest obstacles to implementing new ideas is inertia—resistance in the form of, “It doesn’t work that way.” Marketers have spent many cycles creating a process related to nurture, inbound, outbound, inside sales, and structure around how these tactics play together. Often, the structure that’s been set up works pretty darn well, so to change it for the sake of a new idea is a big challenge. As they say: The most dangerous phrase is, “We’ve always done it this way.”
The filter bubble: it won an election and can help you win customers– A fascinating article by Jeffrey Cohen who believes that the right tools, research and the right data can help you to better appeal to your customers and win their business. I’ve witnessed similar findings and conclusions from our work with recent clients, and have covered it here and here.
One of the advantages that marketing technology has over polling is that while we may use sample data to develop personas and design marketing campaigns with things like social listening tools, we have the opportunity to take a very different approach when communicating with customers and prospects.
Marketers can use the filter bubble to our advantage by using data to get in front of prospects with relevant messages. Whether these are anonymous users who look like your current customers or known users with known behaviors, there are many sources of data that help you find and connect with them.
5 Rules of Digital Marketing for 2017– Some good and interesting tips for digital marketers as the year draws to a close. Digital marketers everywhere are taking a look forward to 2017 and the opportunities and challenges the year will bring. Technology will continue to deliver new ways for brands and customers to engage with each other, but customer preferences can change just as quickly. Digital marketers need an analytical approach and a commitment to staying current with technology to ensure results. Yet it’s also important not to lose sight of the human side.
5 Things to Think About Before Creating a Marketing Plan– One of my favorite professional grade marketing blogs, is Marketing Ramen, which covers marketing strategies for startups on a constrained budget. They often invite top-notch marketing execs and known experts to share their insights, based on experience. In this post, Moran Barnea covers some basic truths and a crucial checklist that’s a must for anybody that is working on a marketing plan.
What have I missed? What are you reading this weekend? I’d love to hear what you’re reading these days.