Author Archives: admin

Marketing Automation – Deploying Beyond the Pilot

For most of my clients who are looking to integrate marketing automation into their overall marketing landscape, at some point the question surfaces about what should be the best deployment strategy. Typical areas for discussion are

  • How do I make a noticeable difference to our performance without reaching full deployment?
  • Should I deploy using in-house resources or using partners?
  • How should I phase the deployment of functionality?
  • How should I phase the geographic deployment?
I’ve seen, lead and advised on a number of Marketing Automation projects I have a few observations to make: If you are involved in the deployment decisions around Marketing Automation, here are a few things to consider.

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2015 Resolutions – 7 tips to help them stick

Did you make any resolutions this year? You’re going to live a more healthy lifestyle – right? Drink less, exercise more, spend more time with the family? Or perhaps you’re going to be more focussed on your career, or even get a new job?
Well we’re now into the second week of the 2015 so it’s probably appropriate to ask how are you doing with those new resolutions?
But Pete – give me a break, I’ve only just made the resolution – I haven’t achieved it yet!
So I’m sorry to tell you – you probably won’t!

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Why I Really Love B2B Marketing

Why do I love B2B Marketing? That’s the question that was recently posed by those nice people at the BMC. Here’s my off the cuff response:
Our profession is maturing. It feels to me that we’re starting to break through and be taken seriously. We’re talking much more about revenue, customers, contribution, systems, gaps – and rather less about clicks and widgets. And we’re talking to more people outside our own marketing team. That’s got to be good news.

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Gen Y – is Youth Wasted on the Young?

I was recently reading some research from Hays Recruitment on some research they conducted with 1000 GenY individuals on their attitudes to work, what they are looking for in their boss, technology expectations etc.
It’s a good read with the main headlines being:
  • They want a career that allows them to do interesting work
  • Money is important, but so too is flexibility and bonus potential
  • When looking at a potential employer the opportunity to develop is the most crucial factor
  • They value a coaching style of leadership
  • They expect email to be the dominant style of communications for the foreseeable future
I’d recommend reading the full report because there are some interesting nuggets in here.

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Remind me – What does marketing actually do?

I love it when you stumble across something you created a few years ago and, upon re-reading, decide that it still holds up.

A few years ago I was part of a small workshop at IBM that was challenged with the question of “What is our strategic vision for demand generation?”. Grand terminology that can be translated to “What the **** do you do?”. The sentence we came up with was a little dry, but I think it captures pretty well what marketing’s role is around demand generation (clearly marketing has other responsibilities beyond DG, but this was the focus here).

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Well I guess you COULD automate your marketing….

… But would you really want to?

This was the question I tried to address in a 45 minute webinar for BrightTalk yesterday as part of their Campaign Automation online summit. The proposition was pretty straightforward: before you start to Automate your marketing, you better be pretty clear about what the purpose of your marketing actually is. There’s no escape from this – no tool is going to do the thinking  for you (at least, not until IBM’s Watson computer joins the marketing team), or make your content interesting and engaging.

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9 Attributes of a Successful Marketing Leader

What are the attributes of a good marketing leader today? I’ve been giving this a little thought recently – marketing is being asked to contribute more than ever before to the business (a great opportunity), is having to deal with an unprecedented amount of change driven by a number of factors, and strategic choices are having to be made on what to change first and what to ignore. 

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Please Don’t Let Me Be Misunderstood – Agency & Client Alignment

Clients and Agencies are different animals (excuse the pun)!. In a sense it’s a little like Sales and Marketing – they are not used to walking in each others shoes. This general misunderstanding of what clients expect (or hope for) when they meet an agency results in significant opportunities to create additional revenue being left on the table

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ROI – Not Fit to be King!

The marketing profession has become increasingly obsessed with measurement. Nowhere is this more obvious than in many of the discussions we have around Return on Investment (ROI) calculations, which are as frequently used to support poor and lazy decision making as they are for good. 

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