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Introduction
We interviewed nearly two-dozen of our favorite marketers to understand the key issues
facing marketers today...
Rishi Dave
Executive Director, Digital Marketing
Dell
“‘What technology do I have, and what tools are at my disposal?’ In ...
Andy Tretiak
CMO
Sporting KC
“Marketing is more than pushing out content. It’s about understanding who
your customers are,...
Heather Carson
Co-founder
Onboardly
“Marketers need to remain memorable and add value to their subscribers
without becomin...
Jeff Fromm
EVP
Barkley
“In the participation economy, consumers are co-creating their marketing
messaging through social m...
Adam Smith
Marketer
Investopedia.com
“As marketers, we must be able to clearly explain, 1) why our product or service
is o...
Ellie Cachette
VP of Product Marketing
Koombea
“The best way to optimize campaigns for scale is to focus on your most
valu...
Mattias Guilotte
CMO
Coworks
“Publishers are masters at crafting headlines that pull you in. They also have
quality conten...
Lars Lofgren
Growth Manager
KISSmetrics
“If you’re struggling to move the needle, the first place you should focus is the
...
Scott Zalaznik
VP Digital
Sprint
“Everybody is getting involved with storytelling. Marketing and advertising
are reverting...
ANALYTICS
Chris Kilbourn
VP of strategy
Fit Marketing
“So many types of marketing are so hard to measure, but you have to ...
Ben Legg
CEO
Adknowledge
“Out of all the metrics that we marketers monitor in our business, there is one that
captures the...
Lance LeMay
Managing Director
Open Air Equity Partners
“Everyone should be mindful of LTV because this concept drives ever...
Neil Patel
Founder
KISSmetrics
“Content marketing and social media are going to have the same emphasis. The
difference is ...
Jessica Meher
Head of Corporate Marketing
Hubspot
“Good content combined with context (delivering the right information, t...
CONTENT
MARKETING
Suzanne Baran
Founder
Content Empress
“Brands need to be more savvy about entire content and social mark...
Anita Newton
VP Marketing
Adknowledge
CONTENT
MARKETING
“Video is an extremely effective form of content marketing. Today ...
Thad Langford
Head of Video Advertising
AdBistro
"Brands are driving success by collaborating with their customers. This i...
Joe Pulizzi
Founder
Content Marketing Institute
Make sure you have a documented content strategy. Find and own a content
n...
Ted Buell
Head of Telecom
Google
“The more we can understand the impact of digital on the offline world, the
more we can h...
Mladen Raickovic
Head of Social Advertising
AdParlor
“Across the board, folks are developing high standards for how they s...
Jo Zablud
Director, Social Media
Audible
“We see social as a legitimate digital channel and treat it with the respect and
...
Danny Wong
Growth Manager
Shareaholic
“Marketers should take advantage of the social web, which connects you with
more con...
Matt Hoggatt
Head of Email Advertising
AdStation
"Not only is it critical for marketers to tailor the design of their mess...
Contact us today: 1.816.931.1771
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Digital Insights from 23 Marketing Leaders - Stay ahead of the curve!

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23 Marketing Experts Share Their Digital Insights

Staying ahead of the digital curve isn’t easy. To help, we talked with some of the most results-driven digital marketers out there - the trendsetters - and asked them for accessible, actionable insights. Unlike what you might read in other eBooks, these guys don’t just talk about marketing, they do marketing—in fact, they set the industry standards.

In this eBook, you will hear from thought leaders at Google, Dell, Amazon’s Audible, Hubspot, KISSmetrics, and many others.

Key insights include:

The smartest ways to use social, mobile, video and email in campaigns

Targeting audiences based on time, location and device

Analytics, testing and optimization

Defining—and surpassing—success metrics, like Lifetime Value

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Digital Insights from 23 Marketing Leaders - Stay ahead of the curve!

  1. 1. Share this:
  2. 2. Introduction We interviewed nearly two-dozen of our favorite marketers to understand the key issues facing marketers today. These digital experts are leaders. They are winning. Not because they have big budgets, but because they are in the trenches figuring out the stuff that works every single day. As we read and synthesized the interviews, what struck us was the diachotomy that has evolved in marketing today, marketers must be capable of addressing two sides of the same coin: • Possess a deep understanding of the customer • Understand that marketing has evolved into an analytically-driven discipline Understanding strategy and data is necessary but still insufficient. The new marketing magic is more about storytelling and less about slogans. The preferred methods are social and content marketing. The modern day marketer must be a brand strategist and data scientist, a social maven and storyteller. Growth hacker and publisher. Deep thinker but also a roll-up-their-sleeves doer. It’s a lot. But as these marketers will tell you, the reality is, they wouldn’t have it any other way.
  3. 3. Rishi Dave Executive Director, Digital Marketing Dell “‘What technology do I have, and what tools are at my disposal?’ In reality, the marketing journey should start with, ‘What is our customer story, who is our brand, and who are the customers we should be reaching?’ When you look to solve your customer’s pain points, you’ll see something surprising — the answer isn’t always digital. Pick and choose marketing channels that can make your customers’ lives better.” The biggest mistake that marketers make is that they start from the bottom up. CUSTOMER
  4. 4. Andy Tretiak CMO Sporting KC “Marketing is more than pushing out content. It’s about understanding who your customers are, what they’re doing, how they’re reacting, and determining the best way to connect with them emotionally. Technology helps us navigate this process.” Marketing is not just about collecting information, but taking that data and making experiences that enhance those emotional connections with your brand. CUSTOMER
  5. 5. Heather Carson Co-founder Onboardly “Marketers need to remain memorable and add value to their subscribers without becoming irritating. And above all, don’t serve your potential customers something you wouldn’t eat yourself. Remember that authenticity in everything you do is key.” As a marketer, you’ve got to be your subscriber’s least annoying friend. CUSTOMER
  6. 6. Jeff Fromm EVP Barkley “In the participation economy, consumers are co-creating their marketing messaging through social media. As a result, brands are under pressure to be radically transparent and create higher levels of trust. Over time, brands will move from storytelling to ‘story-doing’. Story-doing is a participation economy by which you’re creating experiences and opportunities for consumer engagement more than what has happened in the past.” Useful is the new cool. CUSTOMER
  7. 7. Adam Smith Marketer Investopedia.com “As marketers, we must be able to clearly explain, 1) why our product or service is of value and, 2) what makes our company unique. I live and breathe the ad tech industry — I go to a vast majority of these companies’ websites and I couldn’t explain what they do. Everyone seems to do everything and offer you the world. You may have an incredible product and offering. If you don’t communicate that as part of your story, no matter where you’re telling it, you’re doing your business a grave disservice.” One of the overriding themes of ad tech (or any industry) is the simplification and the differentiation of what companies can offer. is the simplification and the differentiation of whatis the simplification and the differentiation of whatis the simplification and the differentiation of what CUSTOMER page 1
  8. 8. Ellie Cachette VP of Product Marketing Koombea “The best way to optimize campaigns for scale is to focus on your most valuable asset — your customers who already love your brand. If you can focus on getting a smaller group excited about your products and what you are doing, they will often do the amplification for you.” As marketers, we don’t believe in fighting for attention; we believe in two marketing philosophies: beauty and usefulness. CUSTOMER
  9. 9. Mattias Guilotte CMO Coworks “Publishers are masters at crafting headlines that pull you in. They also have quality content. They can deliver on being compelling and being true. And then there are content forums that are compelling but can’t deliver on their promises. Celebrity gossip forums are a great example. You click on the headlines, and all of a sudden, the brand deteriorates. Consumers do that once, twice, and then lose trust in your company altogether. It’s still boiling down to compelling and true.” Advertisers struggle with a conundrum. You need to be compelling, and you need to be true. How do you combine these two disparate goals? CUSTOMER
  10. 10. Lars Lofgren Growth Manager KISSmetrics “If you’re struggling to move the needle, the first place you should focus is the quality of your product or service. Since marketers are at the top of the funnel, they usually catch blame for any missed targets. But in most cases, the product isn’t nearly good enough to support such aggressive growth targets. Spend time measuring customer satisfaction, repeat purchases, long-term engagement, churn rates, etc. If word-of-mouth isn’t giving you a positive organic growth rate, no amount of money in marketing is going to give you hockey stick growth.” Marketing doesn’t produce growth. In merely fuels the fire. MARKETING
  11. 11. Scott Zalaznik VP Digital Sprint “Everybody is getting involved with storytelling. Marketing and advertising are reverting back to their roots, which is back to brand-building and even better — brand-building with the use of video. I think you’re going to see the roles of the screens converge around key pieces of content. How do top brands connect audiences from one interface to another?” The new marketing paradigm is where storytelling and screens emerge. ANALYTICS
  12. 12. ANALYTICS Chris Kilbourn VP of strategy Fit Marketing “So many types of marketing are so hard to measure, but you have to overcome the challenge to figure out what works best for your business. Marketing analytics are both easier and harder than ever. You have infinite resources at your organization’s disposal — but you also have infinite resources at your organization’s disposal. Focus is key. Your business will have a range of proven tactics in your back pocket. Analytics make this process of testing, iterating, and refining possible. You’ll know what’s working because you can measure it. What we’re starting to do is test strategies very rapidly. We start with an idea, measure it, fail as fast as we can, and then pivot. We try to keep testing — over and over again — until something sticks.” Marketers aren’t measuring the right success metrics. For instance, they’ll start with in-session revenue rather than lifetime customer value (LTV).
  13. 13. Ben Legg CEO Adknowledge “Out of all the metrics that we marketers monitor in our business, there is one that captures the heart, soul, and ROI of our efforts: lifetime value (LTV) of our customers.  The measurement of marketing has evolved dramatically over the years. The next phase, perhaps the most important, is calculating lifetime value. Few CMOs are taking the leap to position this metric as the core, key performance indicator of their marketing teams’ success. The reality is, the moment your competitor starts to figure out LTV and you can't – you’re dead.” The reality is, the moment your competitor starts to figure out LTV and you can't – you’re dead. ANALYTICS
  14. 14. Lance LeMay Managing Director Open Air Equity Partners “Everyone should be mindful of LTV because this concept drives everything. If you’re not thinking about that, you can’t think about customer acquisition costs, then it becomes incredibly difficult to understand the basics of how you manage your business and customer relationships.” If you are not thinking about LTV, you are not thinking about your customer. ANALYTICS
  15. 15. Neil Patel Founder KISSmetrics “Content marketing and social media are going to have the same emphasis. The difference is that people will need to be more creative and invest more in quality. More unique pieces will stand out from what’s saturating the market. A lot of marketers focus on quantity, which is why their campaigns don’t perform that well. Creativity, quality, and innovation are going to become a necessity, not a choice.” Creativity, quality, and innovation are going to become a necessity, not a choice. MARKEtING
  16. 16. Jessica Meher Head of Corporate Marketing Hubspot “Good content combined with context (delivering the right information, to the right people, at the right time) makes your marketing far more powerful and effective because it’s highly targeted and relevant. People don’t want to be treated like mass market anymore.” Good content without context simply creates an overwhelming amount of information that no one cares about. CONTENT MARKETING
  17. 17. CONTENT MARKETING Suzanne Baran Founder Content Empress “Brands need to be more savvy about entire content and social marketing ecosystems. As goals become more defined and aligned, sales funnel engagement is becoming even more critical. Serving up the right content to the right consumer at the right stage of the cycle is a sought-after winning formula.” Effective content marketing boils down to four steps: attract, convert, close and delight consumers. Effective content marketing boils down to four steps:Effective content marketing boils down to four steps:Effective content marketing boils down to four steps:
  18. 18. Anita Newton VP Marketing Adknowledge CONTENT MARKETING “Video is an extremely effective form of content marketing. Today brands choose written content because it is easier. Humans process video easier than text. Video significantly helps SEO juice, and accounts for a whopping 50% of mobile traffic. Punchline? Six billion hours of video are watched on YouTube per month. Advertisers who choose to ignore video should do so at their own peril.” If content marketing is king, video is queen. Together they make the perfect marriage. If content marketing is king, video is queen. TogetherIf content marketing is king, video is queen. TogetherIf content marketing is king, video is queen. Together
  19. 19. Thad Langford Head of Video Advertising AdBistro "Brands are driving success by collaborating with their customers. This is one of Adknowledge’s key product goals — to help marketers reach their audiences, wherever they are online. We built our platform to be flexible and to engage consumers across devices." Every device and interface requires some level of customization. The challenge involves utilizing the right platforms to optimize user experiences accross all digital device types. CUSTOMER
  20. 20. Joe Pulizzi Founder Content Marketing Institute Make sure you have a documented content strategy. Find and own a content niche where you can be the leading informational expert in the world. Find great storytellers in your organization or hire people that can engage audiences outside of the products and services you sell. And above all, stop talking about your products and services so much. We are seeing the evolution of the marketing department within enterprises start to look and feel like a publishing department. A few years ago, that would have been truly unbelievable. CONTENT MARKETING
  21. 21. Ted Buell Head of Telecom Google “The more we can understand the impact of digital on the offline world, the more we can help those advertisers who get sales from brick and mortar stores get a full view of their advertising ROI. Think beyond the online conversion, especially on mobile. With mobile approaching half of digital activity in some cases, it’s critical for advertisers to understand this and measure this value.” Think beyond the online conversion. MARKETING
  22. 22. Mladen Raickovic Head of Social Advertising AdParlor “Across the board, folks are developing high standards for how they should be tracking conversions and ROI. Brands that weren’t tracking ROI are now starting to measure conversions. Companies tracking conversions are going to start looking at lifetime value. Companies advertising across single channels (e.g., display-only or search-only) will start looking at multiple channels. Those leveraging multiple channels will start building better attribution models.” Success via social means tracking all touch points to see how they work together and optimizing towards well-defined ROI goals. SOCIAL
  23. 23. Jo Zablud Director, Social Media Audible “We see social as a legitimate digital channel and treat it with the respect and investment that it deserves. The premise of paid, owned and earned is at the cornerstone of Audible’s social ecosystem, enabling us to balance efficient customer acquisition, brand awareness and customer engagement, based on measurable analytics. Social behaviors have changed the way consumers interact with content and it’s exciting to be integrating those changes into our ecosystem as a whole.” Social has earned its rightful seat at the adult dinner table. SOCIAL
  24. 24. Danny Wong Growth Manager Shareaholic “Marketers should take advantage of the social web, which connects you with more consumers than ever. Studies show SEO is a mature channel while social referrals are exploding. Sites would be wise to ensure they enable share buttons, identify their most engaged readers and continue ensuring loyalty, and prepare to invest more ad dollars in social media.” Publications need new, innovative revenue channels and advertisers need new ways to market to consumers who’ve long developed banner blindness. SOCIAL
  25. 25. Matt Hoggatt Head of Email Advertising AdStation "Not only is it critical for marketers to tailor the design of their message to adapt to different types of devices and screens, but they must also understand the nuances of how consumers respond to messages on mobile devices vs. desktops." Marketing messages — especially emails — need to be information-rich while balancing a human component. Marketing messages — especially emails — need to beMarketing messages — especially emails — need to beMarketing messages — especially emails — need to be CUSTOMER
  26. 26. Contact us today: 1.816.931.1771

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