Marketing agility isn’t just about doing things faster. It’s about being adaptable to abrupt shifts in customer needs and industry developments. In most cases, dialing up your nimbleness requires more than a team tune-up—usually, it requires nothing short of a transformation. Why, then, don’t CMOs measure their agility progress?
In this white paper, you’ll learn how and why marketers should consider measuring adaptability.
Explains the practical CRM tools that can help to introduce repeatable, proven process to your sales team. So you can help them figure out what works best.
8 Critical Success Factorsfor Lead GenerationGil.B
Until now, "lead generation" was associated with direct mail campaigns, sometimes supported by a flashy website, sporadic trade show appearances, intense email blasts or stabs at telemarketing, but with very little, if any, special attention brought to bear on the complex sale.
Meanwhile, marketers are constantly reminded that the company needs more sales leads NOW. Unfortunately, that immediacy often means sacrificing quality for sheer quantity.
A flood of ordinary, low-quality leads doesn\'t mean better sales - so why waste your time? The challenge is to adopt lead generation programs that will increase the odds of creating better sales leads, ultimately resulting in long-term, happy and profitable customers.
Explains the practical CRM tools that can help to introduce repeatable, proven process to your sales team. So you can help them figure out what works best.
8 Critical Success Factorsfor Lead GenerationGil.B
Until now, "lead generation" was associated with direct mail campaigns, sometimes supported by a flashy website, sporadic trade show appearances, intense email blasts or stabs at telemarketing, but with very little, if any, special attention brought to bear on the complex sale.
Meanwhile, marketers are constantly reminded that the company needs more sales leads NOW. Unfortunately, that immediacy often means sacrificing quality for sheer quantity.
A flood of ordinary, low-quality leads doesn\'t mean better sales - so why waste your time? The challenge is to adopt lead generation programs that will increase the odds of creating better sales leads, ultimately resulting in long-term, happy and profitable customers.
Chapter 8 - SECRETS TO BUILDING A WORLD-CLASS BUSINESS THROUGH LEADERSHIP MAR...VINCE FERRARO
Do you dream of winning? Are you In It To Win It? There is an old saying that states:To the victor go the spoils. This saying originated from wars fought in ancient days - and meant that the victor got all the goodies! In today's competitive society, our desires and intentions are to be the best at what we do to win the prize - tangible or intangible. In fact, even the US Army used the slogan Be all that you can be as a motivator for recruits to join and excel.
Tom Hopkins, Author of How To Master The Art Of Selling & states that if you're going to do anything-small or large-why not do it to the best of your ability? Being the 'best' connotes drive, perseverance, leadership, success - factors that are valued by our culture, by which we are judged, and which make us feel good. Where does this take us? Well, we all want to be successful in our endeavors.
The Celebrity Expert® authors in this book have earned 'Blue Ribbons' in their respective fields of endeavor. They have succeeded in attaining their goals. Are you aspiring to be the best in your field? Are you planning to succeed? These Celebrity Experts® have blazed a trail that will show you the way and make it easier for you to succeed. They will show you how to avoid the pitfalls they encountered and, if you take advantage of their experiences, they will coach you to attain your desired goals. Experience suggests that readers of this book will be...In It To Win It.
Implementing lead management best practices through marketing automation reduces the cost of marketing, fills the sales pipeline faster with better quality leads, and grows revenue
How marketers can earn respect at the revenue tableAnene Wealth
How would a 10% increase in your marketing budget affect the profitability of your company?
If you can’t answer that question, budget meetings probably aren’t your favorite part of the job. When you walk into your CEO’s office, maybe you bring activity reports, industry awards, examples of jobs well done…but does she care enough to increase —
This information outlines what it takes to make a World Class sales force by understanding the types of
salespeople and how to measure their specific sales “DNA” to optimize performance.
7 Steps how to make CRM customer segmentation really workGunnar Schroeder
CRM Customer segmentation is a key topic for marketing and sales. However many segmentations practically do not work very well as they are oriented rather on the technical possibilities than on the real needs.
This presentation will give you practical tips on how to design a customer segmentation effectively. Resulting in valuable information which can be really used by marketing and sales.
How to define Quality Models for Measuring Software Qualityuqasar
Presentation about Software Quality Assurance and the use of the U-QASAR methodology to create a Quality Model that reflects the company priorities and needs
Starting from the JDK itself, a wave of migrations to module systems is bound to propagate throughout the Java landscape. In this session, expand your mental toolbox by learning what modularity is, why it is important, and how to divide your monolithic application into well-designed functional modules. First you will gain an intimate understanding of modularity by hearing about several of its mind-bending paradoxes. Then you will learn how popular design principles apply to creating modules and their APIs. Finally you will learn how common monolithic software architectures exhibit various degrees of modularization of functional features and what that means for your forthcoming modularization efforts.
Agile Metrics : A seminal approach for calculating Metrics in Agile ProjectsPrashant Ram
A seminal approach for calculating Metrics in Agile Projects. Overview, Analysis and Detailed Description of a proposed set of comprehensive metrics for Agile Projects.
Chapter 8 - SECRETS TO BUILDING A WORLD-CLASS BUSINESS THROUGH LEADERSHIP MAR...VINCE FERRARO
Do you dream of winning? Are you In It To Win It? There is an old saying that states:To the victor go the spoils. This saying originated from wars fought in ancient days - and meant that the victor got all the goodies! In today's competitive society, our desires and intentions are to be the best at what we do to win the prize - tangible or intangible. In fact, even the US Army used the slogan Be all that you can be as a motivator for recruits to join and excel.
Tom Hopkins, Author of How To Master The Art Of Selling & states that if you're going to do anything-small or large-why not do it to the best of your ability? Being the 'best' connotes drive, perseverance, leadership, success - factors that are valued by our culture, by which we are judged, and which make us feel good. Where does this take us? Well, we all want to be successful in our endeavors.
The Celebrity Expert® authors in this book have earned 'Blue Ribbons' in their respective fields of endeavor. They have succeeded in attaining their goals. Are you aspiring to be the best in your field? Are you planning to succeed? These Celebrity Experts® have blazed a trail that will show you the way and make it easier for you to succeed. They will show you how to avoid the pitfalls they encountered and, if you take advantage of their experiences, they will coach you to attain your desired goals. Experience suggests that readers of this book will be...In It To Win It.
Implementing lead management best practices through marketing automation reduces the cost of marketing, fills the sales pipeline faster with better quality leads, and grows revenue
How marketers can earn respect at the revenue tableAnene Wealth
How would a 10% increase in your marketing budget affect the profitability of your company?
If you can’t answer that question, budget meetings probably aren’t your favorite part of the job. When you walk into your CEO’s office, maybe you bring activity reports, industry awards, examples of jobs well done…but does she care enough to increase —
This information outlines what it takes to make a World Class sales force by understanding the types of
salespeople and how to measure their specific sales “DNA” to optimize performance.
7 Steps how to make CRM customer segmentation really workGunnar Schroeder
CRM Customer segmentation is a key topic for marketing and sales. However many segmentations practically do not work very well as they are oriented rather on the technical possibilities than on the real needs.
This presentation will give you practical tips on how to design a customer segmentation effectively. Resulting in valuable information which can be really used by marketing and sales.
How to define Quality Models for Measuring Software Qualityuqasar
Presentation about Software Quality Assurance and the use of the U-QASAR methodology to create a Quality Model that reflects the company priorities and needs
Starting from the JDK itself, a wave of migrations to module systems is bound to propagate throughout the Java landscape. In this session, expand your mental toolbox by learning what modularity is, why it is important, and how to divide your monolithic application into well-designed functional modules. First you will gain an intimate understanding of modularity by hearing about several of its mind-bending paradoxes. Then you will learn how popular design principles apply to creating modules and their APIs. Finally you will learn how common monolithic software architectures exhibit various degrees of modularization of functional features and what that means for your forthcoming modularization efforts.
Agile Metrics : A seminal approach for calculating Metrics in Agile ProjectsPrashant Ram
A seminal approach for calculating Metrics in Agile Projects. Overview, Analysis and Detailed Description of a proposed set of comprehensive metrics for Agile Projects.
Patricia Carlin, General Manager ThoughtWorks talks about Metrics versus Diagnostics, Reporting Progress and Providing Visibility. And also the necessity of producing metrics that add value and eliminating metrics that are now deemed irrelevant. The discussion also comprises guidelines on effectively using metrics on an Agile Project as well as different types of metrics used on ThoughtWorks projects.
Software Quality Metrics for Testers - StarWest 2013XBOSoft
Presentation by Phil Lew at StarWest 2013.
When implementing software quality metrics, we need to first understand the purpose of the metrics and who will be using them. Will the metric be used to measure people or the process, to illustrate the level of quality in software products, or to drive toward a specific objective? QA managers typically want to deliver productivity metrics to management but management may want to see metrics that describe customer or user satisfaction. Philip Lew believes that software quality metrics without actionable objectives toward increasing customer satisfaction are a waste of time. Learn how to connect each metric with potential actions based on evaluating the metric. Metrics for the sake of information may be helpful but often just end up in spreadsheets of interest to no one. Take home methods to identify metrics that support actionable objectives. Once the metrics and their objectives have been established, learn how to define and use metrics for real improvement.
Fractional marketing: 9 power moves for unprecedented business growthReversed Out Creative
Unlock growth potential with fractional marketing. ReversedOut.com reveals 9 power moves to drive business growth. Expert strategies for success in today's competitive landscape. Level up your marketing game and achieve remarkable results.
Sales is an area where many companies find the outcomes belie investments and outcomes. Many companies attempt sales transformation in a piece-meal fashion. In this paper, we discuss the framework for sales transformation and five fundamental levers of sales transformation.
Sales performance in a changing world.. This short document will help you see why we work the way we do in sales performance and give you an quick insight into our services
Agile for (and in) Marketing - An Agile Business Management Community WhitepaperEvan Leybourn
There is a growing trend towards business agility; the adoption of agile and lean practices across the enterprise. This is nowhere more evident than in marketing. Marketing divisions across the world have starting to adopt iterative and adaptive processes while encouraging self-organising teams and empowered individuals.
The Agile Business Management Community is a grassroots organisation dedicated to the development and promotion of agile and lean outside IT. Our members are respected professionals in their fields and span the globe.
These are some of our observations and experiences on agile for (and in) marketing.
Sales White Paper: Sales Leadership Whatever The WeatherAltify
This White Paper discusses Sales Leadership. It introduces perspectives, ideas, measurements and tools to help Sales Leaders succeed in both buoyant and challenging trading conditions. The chief take-away from this paper is that there are key things sales leaders should be focused on regardless of the economic environment.
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
Trade Promotion Optimization (TPO) can sharpen CPG promotion plans, pinpoint the new pricing sweet spots that maximize event lift and brand share and help retailers build bigger baskets and profits, stimulate categories, and retain more of the targeted shopper segments they value most.
How do you know if your company is ready to optimize trade promotions? First, consult our CPG Checklist: 5 critical points of self-assessment that show your readiness to gain competitive advantage through more intelligent trade.
Agile marketing is an optimised approach to people, processes and tools in marketing planning and execution, in response to changing customer behaviour and market trends. It provides a way to add, remove and/or modify marketing targets, strategies and tactics on an ongoing basis. Agile marketing centres on a change in business mind-set from the traditional marketing structure to a more flexible (agile) structure that has been so successful in the information technology industry. It champions data-driven marketing decision making, with an emphasis on value creation from a customer’s perspective. Every member of the agile marketing team must embrace the core values of the agile methodology in order to facilitate this shift in mind-set and support the successful completion of the team’s activities and the achievement of the team’s objectives
Rewiring sales organization for growth and scaleBrowne & Mohan
With markets becoming volatile and uncertain, shortening of products and commoditization, sales function is facing huge challenges. Companies need to rewire their sales organization to provide it with enough flexibility, visibility, actionable intelligence and ownership for employees. In this Whitepaper, Browne & Mohan consultants share how to rewire sales organization to set the company for revenue growth and scaling up.
The evolution of digital commerce has given rise to a growing set of customer expectations for the digital experience, both within and across channels. That experience is enabled by a combination of strategy, technology, content and features, all of which require an investment of time and resources. Those resources must work collaboratively – often across functional silos including marketing, merchandising, creative, technology and more – to deliver an optimal experience.
In this paper, we will explore:
-how successful retailers, brands and digital merchants structure their digital organizations, leveraging technology where appropriate, to achieve maximum effectiveness while operating under resource constraints
-the advantages of aligning organizational design, technologies, tools and work processes to empower internal teams to work together more effectively
-the tools that empower agile digital commerce teams to succeed
Authors: Kanaru Fukushima
Topics: Ecommerce Basics, Ecommerce Strategy, Omnichannel Organization, Ecommerce IT Development, Omnichannel Architecture
Industry: B2B / Wholesale, Retailer / Brand - Other Goods, Other, Retailer / Brand - Fashion & Accessoires, Retail Products – Electronics and IT, Travel & Leisure
Publication date: January 2017
The Decline of Creativity in MarketingShelly Lucas
Quotes from imaginative minds on the state of creativity in modern marketing. Featured in my post "Marketing's Creative Suicide": https://www.linkedin.com/pulse/marketings-creative-suicide-shelly-lucas
Mission Possible: Personalized B2B Marketing in the Age of Colossal DataShelly Lucas
Personalized B2B marketing requires delivering the right message, through the right channel, at the right time. Sounds impossible, right? Not if you gear up for it.
The Disruptive Reader: Three Urgent Questions for B2B Marketing InnovatorsShelly Lucas
This reader is dedicated to the marketing misfits. The interrogators. Because marketers who are courageous enough to ask probing questions are the ones who transform their businesses and ignite their careers.
Marketing Data Renovators Guide: 10 Steps to Prime Your B2B Database for Anal...Shelly Lucas
What do a fixer-upper and your marketing database have in common? More than you think. Learn 10 clear steps for making your database analytics-ready in this e-book.
Customer Hunters: Data-Savvy Tips for Finding Your Dream BuyersShelly Lucas
Missing customer information leads to missed (or misleading) opportunities. No one knows this better than buyer's real estate agents. B2B marketers would do well to apply the same wisdom as they hunt for customers. In this fun slideshow, you'll discover data-savvy tips for finding dream buyers and making them feel at home with you. Enjoy!
Epic Sales Enablement in a Content Marketing WorldShelly Lucas
The AMA says 90% of marketing-produced content doesn’t get used by sales. It’s a mighty hard statistic to swallow—and we definitely don’t think you should. Clearly, cranking out more material isn’t the answer. Stop feeding your content-producing machine for a minute. If you really want to increase sales library views, boost usage rates and accelerate sales, you need to change your approach.
Start by asking yourself a simple question: “Is my sales content actually sellable?”
In this exclusive white paper from Dun & Bradstreet, you’ll learn five key steps to selling sales teams on the content they actually need. More specifically, you’ll discover how to:
* Use data to make your content sales pitch shine
* Bring order to content chaos with sales enablement technologies
* Incorporate smart packaging to lift sales content usage rates
Read this white paper to get everything you need to start selling the sellers on your content today!
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
1. Marketing Agility: The Missing Metric?
WHY AND HOW MARKETERS SHOULD CONSIDER MEASURING ADAPTABILITY
By Shelly Lucas, Content Marketing Director, Dun & Bradstreet
D UN & BRADSTREET
2. MARKETING AGILITY: THE MISSING METRIC?
In most cases,
agility can’t be
achieved with
a minor team
tune-up.
Usually, it
requires nothing
short of a
transformation.
The buyer’s path is uncomfortable terrain for many marketers,
simply because it wanders off linear campaign trails. It’s tough to
keep up with the modern buyer’s fickle itinerary, let alone be
prepared to act on it. Let’s be honest. Most marketing depart-
ments simply aren’t engineered to cater to customers’spur-of-
the-moment, off-road adventures.
But our readiness doesn’t matter to buyers. To deliver the
real-time, hyper-personalized, responsive content customers
expect, marketing organizations have no choice but to become
more agile. In most cases, this level of agility can’t be achieved
with a minor team tune-up. Usually, it requires nothing short of
a transformation. Still, CMOs who initiate changes to amplify
their nimbleness don’t get a break; they’re on the hook for
delivering results. CEOs will continue to eye marketing’s revenue
contributions, even as CMOs are venturing into murkier measure-
ment territory as owners of the all-important customer experience.
Naturally, marketing agility is a chief enabler of the customer
experience. Why, then, don’t CMOs have a metric for agility?
The infrastructure and operational changes required to become
more adaptable and action-oriented are significant. Surely
marketing leaders would want to measure this somehow. The
case for charting agility progress becomes more compelling,
considering efforts to become more nimble may not immediately
positively impact the balance sheet. Actually, dips in marketing
performance are fairly common during times of radical change.
For all these reasons, CMOs need a way to chart their progress
as they transform into a more modern, nimble marketing
organization.
Not Just About Speed
Before we delve into how we might measure agility, it’s important
to clarify what we intend to measure.
Dun & Bradstreet | 2
3. MARKETING AGILITY: THE MISSING METRIC?
Firms with high
scores on agility
routines are six
times as likely to
outperform in
their industry.
“The Agility Factor,”
strategy & business
Agility isn’t just about doing things faster. It’s about building a culture that’s flexible
enough to change tactics, priorities and processes as circumstances require. Think of
agility as amping up your capability to change, making your organization more elastic,
able to stretch, twist and turn at a meandering buyer’s tempo. Stretching your team’s
capacities in this way inevitably creates tension, but this adroitness is always rooted to
a strategic core. Accordingly, agility should be pursued as a competitive advantage, not
simply a process improvement.
AGILITY IS NOT… AGILITY IS…
Change for the sake of change Adapting ways of working, but sticking to the strategic core
About speed and process only About being faster and quicker to market
A set of rigid plans Rapid iterations and small experiments
An inside-out initiative Customer-centric; dynamic, sense-and-respond capability
Managed in silos A culturally different way of handling marketing
Sources: IPA ADAPT, Marketing Magazine; “The Agility Factor,”strategy & business; “Agility, the Crucible of Modern Marketing,”Direct Marketing News
Dun & Bradstreet | 3
4. MARKETING AGILITY: THE MISSING METRIC?
3
2
1
Your activities
may be humming
along, but if your
culture is stuck in
time warp, your
marketing impact
may nevertheless
be withering.
Signs of Agility Atrophy
(no onboarding necessary) and probably can move faster
than outside help. That said, becoming too fixed on
execution has its dangers as well…
Procedures are heavy, incorporating multiple layers, some
of which have lost their meanings.
If your team’s “doing”is set on autopilot, they’re likely to
miss opportunistic marketing plays. Even if they spot an
ideal moment to answer a question about their company
in a Twitter conversation, will they be able to find relevant
content to keep the Tweeter engaged? Marketers must
have the strategic focus, know-how and autonomy to act
in serendipitous moments.
The needs of internal “clients” take precedence over those
of buyers. Are you setting up a booth and snagging a
speaking gig at a conference because a business partner
asked for it—or because your ideal prospects will be there?
Put your customer first. Just because someone in sales
asked for a white paper doesn’t mean that content type is
what your prospect is looking for at that moment.
A disproportionate amount of deliverables is produced by
agencies, contractors and consultants. Nimble marketers
are ready to step outside their comfort zones, roll up their
sleeves and do what needs to be done. If your enterprise has
relied heavily on outsourcing projects, you risk turning your
team into a cluster of project managers. Make sure you have
a solid core of doers with a wide array of marketing skills,
because your employees already know the business
How do you know if you need to improve your agility? Your marketing productivity can be optimized to the max, but deep grooves of
routine can make your team unready to switch gears. Enterprise marketing organizations have been built on principles of scale and
efficiency that no longer serve modern customers. Teams that stick to working rituals established in the heyday of mass marketing will
have an arthritic range of motion in today’s fast-changing marketplace.
Is your organization a good candidate for an agility audit (or overhaul)? The answer is “yes”if you see any of these seven signs.
Dun Bradstreet | 4
5. MARKETING AGILITY: THE MISSING METRIC?
4
7
6
5
responsibilities such as customer experience, commercial
and strategy, marketing leaders must increase their
capability to operate within a fluid and dynamic
environment, with tolerance for ambiguity, and a high
level of learning agility.
Decision by committee is alive and well. Please note:
“decision by committee”is much different from collaborating
to evaluate courses of action during the decision-making
process. I’m not lambasting teamwork here.The “committee”
huddle becomes problematic when an informal group
gathers to make a decision without distinct and definitive
roles and responsibilities—including the identification of a
final decision maker. When this ambiguity exists, you can
imagine how fast accountability fades and inertia settles in.
The focus is on performance today vs. success tomorrow.
If your employees keep their eyes glued to a routine task
list, they’re not working with an agile mindset. Checking
off to-do’s may be gratifying in the moment, but what
good is it if the team doesn’t do something every day to
lay a foundation for future competitive advantage?
A perfectionist mindset prevents marketing from being
responsive and experimental. This one is often an
outgrowth of heavy procedures—i.e., “We’re not ready;
we haven’t finished steps three and four of our campaign
process.”The market won’t stop moving because you
haven’t finished your checklist. Sometimes to maximize
marketing impact, you have to deliver within a tighter
time window. Do you really need a pull-out-all-the-stops
campaign launch or can you tell an engaging story in a
smaller, iterative, equally cohesive way?
Employee talent doesn’t flex and evolve to support the
agile culture. Marketers who have made do with a decent
Microsoft Office aptitude will need to up their game. In the
future, as more of the IT budget moves over to the CMO,
marketers will be called upon to lead the selection,
activation and management of technology solutions.
Not only will marketers need to boost their technology
proficiency, but they’ll also be expected to have solid
knowledge of how their specialization works with other
areas and contributes to the bigger business picture.
Increased collaboration is already fueling integrated
planning and execution, making cross-functional
knowledge a must for marketers. Even copywriters will need
to learn about marketing automation and data analytics.
As the CMO role shifts and expands, with additional
Dun Bradstreet | 5
“As the CMO
role shifts and
expands…
marketing
leaders must
increase their
capability to
operate within a
fluid and dynamic
environment,
with tolerance for
ambiguity and
a high level of
learning agility.”
Caren Fleit,
Senior Client Partner,
Korn Ferry
6. MARKETING AGILITY: THE MISSING METRIC?
Changing How We Work
If you want to boost your marketing agility, you must first rec-
ognize the value of continuous change. This is a tough one. As
the time-worn (but nevertheless true) observation says, nobody
likes it, but here’s the merciless truth: marketing organizations
have to do it, otherwise they’ll never be truly customer-centric.
The Digital Age moves at lightning speed. Marketers must stay
in lockstep with always-on customers. It’s adapt or die.
CMOs and their leadership teams must walk and talk the agility
gospel daily, encouraging this behavior with performance
incentives and strategic investments. Bring in new talent that
exhibits the nimbleness and can-do attitude you hope to foster.
Challenge your leaders to develop sense-and-respond mental-
ities among their teams. Are there linear processes that can be
broken up into simultaneous work streams? Even something as
simple as encouraging your team to handle email differently for
a week (via a new tool or process) can nudge thinking in a fresh
direction. Urge your employees to focus beyond improving what
exists—to reframe initial ideas and solutions and think on their
feet. Soon, you’ll start to see a productivity chasm between the
trailblazers and status quo workers.
While we want to be quick to market and briskly responsive
to customers, sometimes it pays to pause. Typically, knee-jerk
reactions aren’t agile—because they’re not strategic. I’m not
cautioning against rapid experimentation or spontaneous
content creation here, but rather, rapid-fire, reflexive responses
to customer complaints on social media channels (and similar
situations with PR/social crisis potential). Don’t race forward
without checking the state of the state. What is the data telling
you? Does the conversation raise another question that should
be investigated before taking action? Be sure you’re clear about
the issue or problem from the complainant’s perspective.
Is all this information-gathering starting to sound anti-agile?
It shouldn’t run against the take-action bias of nimble market-
ing—not if you’ve assembled a responsive network of internal
experts. As we’ve said before, marketing agility is not just about
speed. It’s about making informed decisions, maintaining focus,
assessing data in a real-time context. Responding to questions
and complaints via social media may require considerable inves-
tigation, but it can be done dexterously, tapping internal experts
who are on the hook to help answer social inquiries.
MARKETING AGILITY: THE MISSING METRIC?
Dun Bradstreet | 6
7. MARKETING AGILITY: THE MISSING METRIC?
“The ability to
be focused and
agile at the same
time sometimes
doesn’t always
work hand
in hand. If you
know what your
brand stands for,
you can respond
to changing
conditions.”
Joan Chow, EVP and
CMO, ConAgra Foods
Let’s say a customer sounds off on Twitter, complaining about
your company’s “offensive”sponsorship of an opinionated radio
show. More Tweeters start to chime in, echoing the original
complaint. Before you respond, check the facts. This is critical,
because any response you make has the potential of misleading
followers and lurkers, which can set off another set of Tweeted
outbursts. So gather your information, but do it nimbly, tapping
your internal expert network. Did your advertising folks, in fact,
buy a sponsorship for that specific show? Or are they running
news show spots during show breaks? Perhaps your brand
association wasn’t deliberate. Consider whether the placement
runs contrary to your brand values. In the meantime, measure
the noise level—how socially influential the complainers are,
the activity level, shifts in language and sentiment. If the neg-
ative activity is reaching a fever pitch before you can make an
informed response, feel free to thank your community for the
heads up and say you’re investigating the issue and will let your
followers know what you find out.
Another reason knee-jerk reactions don’t make the grade: agile
marketers value outcomes over outputs. Aim to stay perpetu-
ally connected to customers. Note: “staying connected”doesn’t
mean flooding customer inboxes with outbound emails.
Valuable conversations and idea exchanges are what you’re
shooting for, but they won’t sprout up without being nurtured.
Listening and observing customer behavior is the first step to a
two-way connection. Don’t miss out on valuable insights
because you think you need to be busy “producing”to be
opportunistic. As Ardath Albee says, few things sever customer
ties faster than irrelevant content production and distribution.
Dun Bradstreet | 7
8. MARKETING AGILITY: THE MISSING METRIC?
Measuring Agility
Presumably, as marketing organizations become more agile, their performance improves. But this
may take time—and improvement may depend on how you define “performance.” In the short
term, marketing teams implementing an agility initiative may fall short of meeting traditional
marketing metrics. As marketing invests time and effort adapting to cater to more buyer touch
points, qualified prospects may become more engaged and soft conversions may increase, but the
number of “ready-to-buy”opportunities may not immediately follow suit. (In fact, as marketers
gain more insight into buyer stages, they may discover businesses they previously classified as
“ready-to-buy”are actually only in one-third of the way through their journey.)
How can you explain temporary fluctuations in marketing results during your organization’s
transformation? Chart your team’s progress as it becomes more nimble. Here’s where an agility
scorecard comes in handy. Rate how well your team is performing in various dimensions of agility.
Forrester Research’s business agility model provides a strong framework to consider as you identify
measurement areas that are most meaningful to your organization.
MARKETING AGILITY: THE MISSING METRIC?
Dun Bradstreet | 8
9. MARKETING AGILITY: THE MISSING METRIC?
Source: “The 10 Dimensions Of Business Agility,”Forrester Research, Inc., September 9, 2013.
MARKET
Channel integration Information sharing and cross-channel experiences
Market responsiveness Customer knowledge and rapid access to resources
ORGANIZATION
Knowledge dissemination Broader sharing, flatter organizations
Digital psychology Trend awareness and digital skill sets
Change management Embracing change and embedded change management
PROCESS
Business intelligence Information management and distributed analytics
Infrastructure elasticity Cloud awareness and embrace of cloud options
Process architecture Process skills and core system independence
Software innovation Real-time experience and incremental development
Sourcing and supply chain Agile sourcing processes and supply chain flexing skills
The 10 Dimensions of Business Agility
Dun Bradstreet | 9
10. MARKETING AGILITY: THE MISSING METRIC?
Dun Bradstreet | 10
Not every marketing organization’s scorecard will look the same;
the measurement areas will shift, depending on each team’s
degree of agility and maturity/consistency in its practice. For
example, a legacy enterprise marketing organization striving to
adopt an “outside-in,”customer-centric mindset may build on
Forrester’s model, adding transformative areas to its scorecard.
MARKET
Adaptability to changing customer needs
ORGANIZATION
Experimental mentality
Flexible roles and fluid responsibilities
Future-forward investment
As a starting point, you can build your ratings system on a simple
scale of one to five. To inject objectivity, invite business partners
who have worked closely with your organization to evaluate its
adaptability. Identify your agility gaps, then create a roadmap for
closing them.
Again, it’s important to realize that your marketing team
members won’t become magically agile once they wrap their
heads around it. In fact, they may not have the basic marketing
skills necessary to flex with an omnichannel market. This is
more common than you might think. DemandGen reports that
as many as 82% of marketers don’t have any formal training;
they learn on the job.
If you want your marketing organization to become more agile,
your team will need your vision, orchestration, support and
inspiration. But they’ll also need you to champion their efforts
in the C-suite. This is a lot easier if you measure and report your
progress. Otherwise, senior leadership may not acknowledge
your agility endeavor as anything more strategic than “faster,
bigger and better.”