Empowered, Agile Marketing October 18, 2012. The Marketer’s Lament.

Empowered, Agile Marketing October 18, 2012

The Marketer’s Lament

Hey Marketing, You S&*k

“Marketing is all B.S.”- Eric’s Wife

Talk with your CEO?

• Maybe not…– 73% of CEOs think Marketers lack

business credibility and are not growth generators

– 74% think marketers focus too much on trends, without a clear connection to real ROI

– 67% think that marketers don’t think like businesspeople… rely too much on their agenciesSource: The Fournaise Marketing Group

So why even bother?

Have we reached the end of the road?

Long live marketing

Multichannel messaging is the most effective tactic for increasing engagement• Includes new trendy channels

and old standbys– Top Five: Email, website, social,

SEO and content marketing• 81% of marketers use email for lead generation• 57% of marketers say email newsletters are most

effective nurturing toolSource: MarketingSherpa 2012 B2B Marketing Benchmark Report

Why people read emails from brands

So Where is the Disconnect?

Agile Marketing

Agile Marketing takes its inspiration from Agile Development and values:• Responding to change over following

a plan• Testing and data over opinions and

conventions• Numerous small experiments over a

few large bets• Engagement and transparency over

official posturing• Collaboration over silos and

hierarchy- Source: www.agilemarketing.net

We need to do a few things better

• Be Agile – Create – Test– Measure – Optimize

• Our tools and processes are getting in the way.

Easy: Measurement

Harder: Test

Impossible? Create (Optimize)

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