Your Behind-the-Scenes Chief Marketing Officer...
Last week James talked about the unglamorous but important topic of distribution channels. It’s one of the “4 Ps” (“placement”), but many marketers and smaller companies don’t think about it as often as they should. And it’s potentially the most important strategy in your arsenal. When you sell a physical product, it’s easy to keep [...]
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What’s a good way to understand how marketing automation works? Have a company explain how it successfully uses marketing automation software in its revenue generation process. Better yet, how about hearing it directly from a leading marketing automation vendor? Marketo does exactly that – explaining in the embedded video below how they use their own [...]
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The Internet has fundamentally changed sales and marketing, transferring power from sellers to buyers. We’ve all felt this obvious change, and our jobs are quite different than they were in 1994. Since buyers nowadays almost always research solutions prior to purchase, it’s imperative for marketers to make sure that they’re easily found on the web. [...]
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Years ago Peter Drucker, the father of business consulting, made a very profound observation: “Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Yet [...]
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If you’re a marketing manager, you’re probably swamped with this year’s planning and budgeting process. Hopefully you find it exciting to create a marketing plan filled with new programs and campaigns to build your business in the year ahead. (If not, it may be time for a new job!) And as you know, it can [...]
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Your Behind-the-Scenes Chief Marketing Officer...
