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marketing

Lego, enterprise architecture and the job advert.

Lego, enterprise architecture and the job advert.

By Thomas Otter on December 14, 2020

Who’s your pick for 2021? pic.twitter.com/j8iHnzPjyR — Ethics in Bricks (@EthicsInBricks) December 12, 2020 https://platform.twitter.com/widgets.js The brilliance of @EthicsInBricks and @econinbricks reminds me that the software industry should give the Lego metaphor a rest, we can’t compete. I won’t be talking here about how APIs are like the dimples on the lego bricks. I have […]

Posted in Business, Featured Posts | Tagged Architecture, dev/ops, HR, HRTech, leanix, lego, marketing, Product Management, SaaS, Start Up

The Key to Branding Success:  Staying in Character

The Key to Branding Success: Staying in Character

By Dave Kellogg on December 3, 2020

Decades ago I had the pleasure of watching a branding video, created by a San Francisco ad agency, narrated by an advertising executive with a familiar voice who’d narrated scores of commercials [1].  It was, I believe, entitled Staying in Character and while I’ve searched the internet for it many times over the years — […]

Posted in Business, Startup Lessons | Tagged advertising, branding, character, Integrity, marketing, staying in character

Salesforce and Slack. Mind the gap.

Salesforce and Slack. Mind the gap.

By Thomas Otter on December 3, 2020

Thank you ! Creative commons: Jeremy Segrott https://www.flickr.com/photos/126337928@N05/ I’m not one to try and get a razor sharp analysis out before I have had my tea and rashers. There is a lot to ponder on this one, and it is rather long to tell. Some context and a bit of a diversion The big enterprisey […]

Posted in Featured Posts, Technology / Software | Tagged acquisition, marketing, Product Management, salesforce, Slack

Marketing Targeting:  It’s Not Just Where You Fish, It’s What You Put on the Hook

Marketing Targeting: It’s Not Just Where You Fish, It’s What You Put on the Hook

By Dave Kellogg on December 2, 2020

Back in the day I was taught that marketers do three things, memorized via the acronym STP:  segment, target, position. Divide the audience into different segments.  For example, dividing consumers by demographics or dividing businesses by size or industry. Select the segments that the company wishes to target for its marketing.  For example, choosing small […]

Posted in Business, Featured Posts, Startup Lessons | Tagged advertising, demandgen, events, leadgen, marketing, positioning, pr, SaaS, segmentation, startups, STP, targeting

The difficult second album. Advice for HRTECH vendors.

The difficult second album. Advice for HRTECH vendors.

By Thomas Otter on October 17, 2020

Warning: long, rambling metaphor. Readers of my blog and twitter feed will have seen that I have an interest in music. One of my favourite albums is the first Stone Roses Album, The Stone Roses. I play this record a lot. Here is the song, Waterfall, from the album. The wikipedia entry is worth a […]

Posted in Featured Posts, Technology / Software | Tagged HRTech, launch, marketing, niche, Product Management, Start Up

Marketing Exists to Make Sales Easier

Marketing Exists to Make Sales Easier

By Dave Kellogg on May 18, 2020

Many moons ago when I was young product marketing manager, I heard a new VP of Marketing speak at a marketing all-hands meeting.  He spoke with a kiwi accent and his name was Chris Greendale.  What he said were six words that changed my career: Marketing exists to make sales easier While this has clearly […]

Posted in Business, Startup Lessons | Tagged Management, marketing, marketing mission, marketing police, mission, sales, sales marketing alignment, startups

Abstract Digital network communication digital concept

10 Charts That Will Change Your Perspective Of AI In Marketing

By Louis Columbus on July 14, 2019

Top-performing companies are more than twice as likely to be using AI for marketing (28% vs. 12%) according to Adobe’s latest Digital Intelligence Briefing. Retailers are investing $5.9B this year in AI-based marketing and customer service solutions to improve shoppers’ buying experiences according to IDC. Financial Services marketers lead all other industries in AI application adoption, with 37% […]

Posted in Business, Featured Posts, Technology / Software, Trends & Concepts | Tagged AI, Artificial intelligence, Louis Columbus' blog, machine learning, marketing, sales

10 Ways Machine Learning Is Revolutionizing Marketing

10 Ways Machine Learning Is Revolutionizing Marketing

By Louis Columbus on March 13, 2018

84% of marketing organizations are implementing or expanding AI and machine learning in 2018. 75% of enterprises using AI and machine learning enhance customer satisfaction by more than 10%. 3 in 4 organizations implementing AI and machine learning increase sales of new products and services by more than 10% according to Capgemini. Measuring marketing’s many contributions […]

Posted in Business, Featured Posts, Technology / Software | Tagged AI, analytics, Artificial intelligence, byline=Louis Columbus, machine learning, marketing, Marketing and Advertising, Marketing Automation

Six Steps To Transforming Marketing Into A Strategic Asset

Six Steps To Transforming Marketing Into A Strategic Asset

By Steve Mann on October 7, 2015

Last week I ran a session at Frost & Sullivan’s GIL: Silicon Valley (Growth, Innovation and Leadership) conference in Santa Clara. The session ran for 75 minutes and outlined for participants methods for driving digital transformation within organizations.  Many of the participants agreed with one another that they are tired of marketing regarded by their peers, […]

Posted in Business, Featured Posts | Tagged Business Insights, digital marketing, Digital Transformation, marketing, marketing methodology, marketing techology, Organizational Design, strategy, talent mix

Wiring Your Consumer’s Brain

Wiring Your Consumer’s Brain

By Steve Mann on October 6, 2015

  A couple of weeks ago, I spoke at Confluence, a cool digital marketing conference in Oklahoma City of all places.  Had a blast.  I introduced the concept of Neuro-Digital Marketing – the notion that digital marketing tactics, properly leveraged, can affect direct changes in a consumer’s brain which will drive incredible results for your […]

Posted in Trends & Concepts | Tagged Business Insights, Demand Generation, digital marketing, Digital Transformation, marketing, neuro-digital marketing, NeuroMarketing

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