Startup founders know marketing matters. They also know that there’s a product to be built and investments to be won. Outsourcing marketing is one of the ways to maximize the success of a new venture.
Especially as the marketing landscape grows, founders with technical and sales backgrounds simply don’t have time to study marketing’s many niches. No wonder the latest CMO Survey, conducted by Deloitte, Duke’s Fuqua School of Business, and the American Marketing Association, showed planned marketing outsourcing at its highest level in at least five years.
Marketing is an industry that has exploded in a million directions. From print advertisements grew blogging and content marketing. From radio, we saw the advent of podcasts. Television spawned the rise of video marketing on social media. And on and on and on.
Marketing teams often hear a mandate from their CMOs: “Be data-driven.”
That’s because the pressure is on for marketers to utilize the myriad data sets at their disposal to meet the ever-higher customer experience bar. But as a CMO, do you know exactly what you’re asking of your employees when you give this mandate? And does your team know what you mean?
f the rise of the content marketing industry in the last decade has shown us anything, it’s that the right content, in the right consumer’s hands, can significantly impact a business’s bottom line.
Of course, content can create cash flow in a number of ways, but one valuable application is by boosting organic search traffic.
Emails have a short life. But many don’t have a life at all, according to a recent Adobe survey – into attitudes toward email. Amongst the many insights and data we unearthed, two that stood out for me are opened and read, which means 75% of everything you send is ignored. And when they are read, 50% aren’t considered useful.
Building an audience is perhaps the most important aspect of growing a company. And yet, it’s also one of the most elusive.
Turning digital advertisements into swaths of new customers is seen as a miracle, a magic trick. The phrase “growth hacking” is spoken in reverent tones as a sport for geniuses.
I’m tired of people giving email marketing a bad rap. Because despite claims that email is dead, 33% of consumers say they used it more frequently in 2019 than last year.
And by the end of 2019, it’s estimated that marketers in the U.S. will have spent $350 million on email advertising.
With so much continued investment in email, it’s clear that marketers still see the potential. Then what’s the problem? It’s not the channel itself that needs fixing – it’s the way we’re using it.
Demonstrating the impact of marketing efforts across all channels is one of marketing’s biggest challenges today.
It’s not easy to do. But with the right approach and technology, you can have confidence in the data, which will help you communicate impact to your leaders and make smarter, data-driven decisions moving forward.
In many organizations, marketing suffers from a crisis of credibility. Many executives believe it exists solely to support sales, or that it is an arts and crafts function that throws parties and puts logos on swag. It’s no secret that the C-suite does not care about the open rate of your last email campaign, or how many likes a Facebook post got. Metrics like click-through rate, impressions, and reach are still important, but only to the extent that they can be connected to revenue and profit. It is worth measuring and tracking the impact of all key activities, but all non-critical metrics should be kept internal to marketing. In other words, only share metrics that matter to the CEO and CFO.
What happens when 80 senior marketing leaders come together to talk about revenue marketing and ROI? Amazing insights, that’s what!
At our Marketing Nation Engage event in London, we hosted a series of roundtable sessions with marketers around the region to discuss hot topics of the day. And nothing was hotter than revenue marketing and ROI. Each of the three roundtable sessions was hugely oversubscribed, and we had standing room only for each!