Empowered, Agile Marketing October 18, 2012

The Marketer’s Lament

Hey Marketing, You S&*k “Marketing is all B.S.” - Eric’s Wife “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 agencies Source: 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: , website, social, SEO and content marketing 81% of marketers use for lead generation 57% of marketers say newsletters are most effective nurturing tool Source: MarketingSherpa 2012 B2B Marketing Benchmark Report

Why people read s 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:

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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