Empowered, agile marketing

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Empowered, Agile Marketing
October 18, 2012
The Marketer’s Lament
Hey Marketing, You S&*k
“Marketing is all B.S.”
- Eric’s Wife
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 agencies
Source: The Fournaise Marketing Group
So why even bother?
Have we reached the end of the road?
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 tool
Source: MarketingSherpa 2012 B2B Marketing Benchmark Report
Why people read emails from brands
So Where is the Disconnect?
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.
Easy: Measurement
Harder: Test
Impossible? Create (Optimize)
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