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Digest...
1. We identified six different archetypes of marketing technologists. See the infographic. 2. Less than 26% of today’s marketing technologists have a STEM undergrad degree. …and just 19% had a STEM (Science, Technology, Engineering, or Math) graduate degree. 3. Marketing technologists come from both marketing and technology disciplines. Marketing managers are the #1 job leading to a marketing technologist. But as a category, a technical or programming background is the most common. In other words, they’re doing things with technology they never expected. 4. Just 8.6% of marketing technologists reported to the CIO. And speaking of their job, most of them don’t report into the CIO. Instead, most report into the CMO (31.4%) or CEO (23.9%). In sum, 64% reported into the CMO, CEO, CIO or similar SVP roles. 5. Just 7% of those surveyed have marketing technologist in their title. While 78.9% of companies have an individual or a team to manage marketing technologists in our study, most of them don’t have “marketing technologist” in their title. Instead, marketing, business, or technology titles dominate. 6. Five skills — across both technology and marketing — emerged as table stakes. Our respondents ranked 44 job skills by importance for the future of marketing; the top five are marketing strategy and positioning, target market identification, website design including responsive and adaptive, CRM systems and platforms, and the ability to persuade and negotiate. 7. Surprisingly, there are large skills gaps in both technology skills and, to a lesser degree, marketing fundamentals. The marketing technologist of today may not be trained in traditional technology, but they’re increasingly being asked to provide expertise on these areas. Marketing technologists identified significant gaps in the hard technology skills they ranked as most important — big data and customer relationship management. 8. Marketing technologists are much more excited than stressed. The good news — they are much more excited than stressed. 74.3% reported being extremely or very excited, but just 42.9% reported being extremely or very stressed. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Intermediate/ Condensed...
Automation presents important opportunities for marketers. But people still have a critical place in our increasingly automated world—and organizations that ignore the role that living, breathing human beings play in the marketing automation process risk leaving both money and market share on the table. 1. Question outcomes Technology can explain what occurred, but it can't tell you why it occurred. The ability to ask the questions that drive effective marketing is uniquely human. And in many cases, the lack of a human presence causes organizations to repeat the same mistakes, severely limiting the performance of campaigns.
2. Eliminate divisions
Machines can facilitate collaboration, but they can't initiate it. The integration of humans and technology in marketing automation creates new opportunities to break down organizational silos and streamlines the achievement of critical business goals—outcomes that can't be produced by a technology-only system designed to focus on isolated metrics and siloed marketing functions. 3. Encourage cross-channel sharing In the same way that organizational silos limit collaboration, strict channel divisions reduce the overall impact of marketing initiatives. SEO campaigns and PPC campaigns are natural bedfellows. But too often, the insights gleaned from SEO aren't shared with and implemented for PPC (and vice versa). Additionally, insights from both PPC and SEO can benefit social, email, and other marketing channels. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Digest...
It probably comes as no surprise that digital marketing budgets are rising. But the velocity of growth is actually quite breathtaking. In research conducted by Gartner among their clientele, digital marketing budgets rose 20% in 2013. And they’re expected to rise again by double digits in 2014. For large companies, those are large budgets being moved around in a short time span. Where the money for this rising digital marketing budget is coming from: - Reinvestment from other marketing programs
- Incremental increases to the overall marketing budget
- Sales reinvestment, directly reducing the sales budget. In Gartner’s research, 22% of the participants said they reduced the sales budget because digital marketing activities have changed buyer’s paths to purchase.
Most businesses are increasing or significantly increasing marketing technology spend in direct expenses, capital expenditures, cross-charged expenses from IT, and expenses for marketing service providers. Green lights all across the board. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Excerpt...
So what would that framework actually look like?
It would start with strategic options. The classic big three are high quality, low cost, and high service (i.e., close customer relationships). Each implies different requirements for marketing, product design, production, customer support, and administration, which in turn drive technology, core competencies, and organization.
Those requirements are the goals of the technology strategies. Methods to meet them are technology options, such as integrated suites, best of breed systems, and platforms-and-apps. These are modified by other parameters such as in-house vs. outsource, scope of channels, sophistication level, resources, and scale. Note that some of these are choices while others are constraints. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Digest...
5 Ways to Grow Marketing in the Era of the Empowered Consumer: 1. Use digital to improve things over a specific period of time - He thinks that people would be better served if when they hear digital transformation they think about how they can use digital to improve things over the next quarter or two rather than getting overwhelmed with thinking that their whole industry is going to fall out from beneath them. 2. Employ a point person in marketing for leveraging technology - At the end of the day the point of technology is not the technology itself, but how to leverage it to deliver remarkable customer experiences. To help the CMO accomplish that objective, the role of the "Chief Marketing Technologist" (CMT) comes in. Brinker says that the title is not important; what is important is to have a point person in marketing for organizing how marketing is leveraging technology. This person reports to the CMO and acts as the right hand to the CTO for how technology can accomplish specific marketing missions. 3. Deliver a consistent converged media experience - Marketers know that a converged media content strategy that includes earned, paid and owned content is needed to connect to customers in today's digitally-savvy world, but many marketers struggle with how to connect the data that comes in through the various media channels back to the sales organization. This dilemma demonstrates why technology alone is not sufficient to drive the type of digital transformation that many companies want to take. There needs to be a set of organization and process changes and someone to needs to act as the steward to drive this set of coordinated responses to the converged media. 4. Hone the skills needed for digital success - Technology is always changing and evolving and this is especially true with digital. People who have an orientation toward being willing to try new things, learn, experiment with new capabilities and embrace change will have a huge advantage.
5. Get past the Zero Moment of Truth - The rise of search has put so much information at the consumers fingertips that by the time a prospect calls sales they often know more about the product than the salesperson. And thanks to social, their experience can be shared to influence others and their choice of whether to engage the company or not. The zero moment of truth is when someone has an interest in a brand and goes online to google it and the impression they get from all these online touch points will influence if they even make it to the first moment of truth - choosing your brand. Content marketing may be the holy grail of marketing these days, but what matters most is what content consumers are finding, because that heavily influences their decision making process.
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Intermediate/ Excerpt...
The percentage of B2B Fortune 500 companies using marketing automation saw a 112 percent increase this year. The jump is telling of what's to come for a few big reasons: the amount of red tape they have in their organizations, the visibility they have, and the amount of available capital they control. 1) Lots of red tape: When you notice the companies with the most red tape adopting a technology at this fast of a rate, it makes you stop and think, "WHY"? The answer is easy — they have figured out how important it is to their bottom line, and are removing the red tape quickly to get these technologies into place. 2) They are visible: There are usually very few people doing something, but when it hits mainstream, it spreads like wildfire. The visibility the Fortune 500 brings marketing automation into the mainstream. 3) They have money: The revenue these companies will contribute to marketing automation companies will allow those businesses to increase their investment in research and development. This means marketing automation could become a smarter, faster, and more progressive technology than we ever imagined. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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____________________________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Digest...
There’s a deep organizational chasm between [marketing and technology]. But worse, each has their own language, tools, and processes. Plain and simple, the two organizations don’t know how to talk to each other, and the result is the wrong technology for the right market (if you’re a marketer) or the right technology for the wrong market (if you’re a technologist.) Both ways, customers suffer and so do business results. The biggest difference, however, is around customers. Where marketers pull, technologists push – can’t be more different than that. But neither is right, both are. There’s a huge need for translators – marketers that speak technologist and technologists that talk marketing. But how to develop them? To transcend the language barrier, don’t use words, use video. To help technologists understand unmet customer needs, show them a video of a real customer in action, a real customer with a real problem. Technologists don’t believe marketers; technologists believe their own eyes, so let them. To help marketers understand technology, don’t use words, use live demos. Technologists – set up a live demo to show what the technology can do. Put the marketer in front of the technology and let them drive, but you can’t tell them how to drive. Marketers don’t understand technology, they understand their own eyes, so let them. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox: http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Key Excerpts...
Marketing technology is not just about making existing processes more efficient. It’s the interface by which marketing sees and touches the digital world. Your choice of marketing software — and how you use it — will shape the experiences you deliver to prospects and customers. Other marketing technology is focused on efficiency, but not always by facilitating existing processes. In many cases, it’s about creating entirely new kinds of processes that weren’t even possible before. For instance, using marketing automation to simply schedule batch-and-blast email is an example of making an existing process slightly more efficient. But the bigger opportunity is to create more personalized, behavior-driven nurturing processes that weren’t conceivable with manually operated email marketing. By the way, this doesn’t just make lead nurturing more efficient — it can make it a much better nurturing experience for your audience too. The reason why the CMO will spend more on technology than the CIO is because it’s through software-mediated channels that we’re engaging our audience. Marketing is increasingly about designing and delivering customer experiences, and software is the digital clay we use to sculpt them. The CMO is responsible for that outcome, so it makes sense that the CMO should take a leadership role in the technology strategy to achieve it. Of course, marketing and IT should work together. Marketing must adhere to IT governance as much as it does financial governance. Security, regulatory requirements, business continuity, integration with the rest of a company’s IT systems, etc., are all important facets of good technology management. Marketing cannot be a rogue state. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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The short version: the above graphic is the latest incarnation of my marketing technology landscape supergraphic (click for a high-resolution 2600×1950 version, 4.7MB).
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The importance of b-to-b organizations using a phased approach to invest in sales and marketing technology
Excerpt...
To achieve this level of capability, organizations must pass through three phases of maturity and develop a strong partnership between IT, sales and marketing leaders:
Phase 1: The organization’s use of technology is emergent. Technology is purchased for tactical purposes with little thought given to data integration or overall business value. Typical characteristics of this phase, which represent opportunities for improvement, include: - The marketing automation platform (MAP) and sales force automation (SFA) system lack seamless bidirectional integration
- Insights from social media monitoring and interactions are collected but not integrated into the MAP or SFA systems
- Deal registration by channel partners occurs with little or no visibility into the sales cycle
- If the organization has a standalone Web analytics tool, its integration with the MAP is limited
Phase 2: The organization has reached an intermediate level. Some systems are integrated, some processes have been re-engineered, and specific technology skills are sought in new recruits. As a result, the organization gains greater insights across sales and marketing and achieves faster ROI. Specific capabilities at this level of technology maturity may include: - Social activity is added to contact records and can trigger marketing actions
- Insight into channel partner activity is gathered throughout the sales cycle vs. only at deal registration
- Sales assets include more effective content, but they are not accessible from, or through, the SFA system
- Marketing is more effective in planning, scheduling and managing resources, but strong underlying processes are lacking
Phase 3: The organization is technologically mature. Integration and process optimization across systems are planned. To maintain progress, the organization must focus on implementing additional technologies to expand its integrated technology ecosystem. Characteristics of this phase may include: - Integrated inbound and outbound tactics across multiple marketing channels
- An understanding of the impact of reputation efforts on business goals
- Increased sales productivity and effectiveness
- Data is available for analytics, not just reporting
- Tighter integration enables improved channel content syndication and customization, as well as better visibility into partner lead disposition
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The most comprehensive work I've seen in this area. You are not alone!