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The job of the CMO is changing rapidly. As our Managing Partner Bob Murphy said in his MarketingProfs article, “How CMOs can Prove Their ROI in the C-Suite,” top-level marketers juggle multiple tasks, including navigating the digital sphere, satisfying company stakeholders and contributing to sales. Some have risen to these new challenges, while others have […]
From business development to sales, all kinds of employees in all kinds of departments are relying on data to define their ROI. We predicted in our white paper on the new marketing value chain that data would become central to marketing operations, but it’s become more than that: data is now a universal way to […]
Marketing ROI can be difficult to understand and even more difficult to track, but the best way to prove your worth is through easily communicable data. Too often, marketing is viewed as an isolated department, separate from sales, operations and other key actors, and as a result many key business leaders don’t understand how marketing […]
In 1923, Claude Hopkins argued that there are rules of advertising that, as long as they were understood and followed, would make success both attainable and repeatable. By combining marketing best practices with conventional wisdom and applying that knowledge across the best tools and channels, he said, marketers could provide predictable success. Today, too often […]
As you’re probably aware, marketing is constantly evolving. With each evolution, marketing becomes a deeper and more meaningful facet of business and life. Two of the most important components of this current evolution include data and purpose, and the two work to strengthen each other. The new marketing value chain’s focus on data and insights […]
How will the lessons of Q1 prepare us for Q2? As the first quarter of 2015 draws to a close, it’s time to look back at the lessons we’ve learned. How can these lessons inform Q2 marketing plans? Marketing with Purpose Since January, we have been updating you on the business impact and importance of […]
With the end of March comes the end of the first quarter of 2015. Since the beginning of the year, we’ve been focusing on the essentials we need to move ahead into the future with purpose and focus. As we wrap up Q1, let’s take a look back on the topics we’ve been buzzing about […]
Like we talked about last week, data and analytics are essential for marketers who want to make purpose central to their message. Carefully developed measurement processes can help you figure out not only how successful your marketing is, but also how closely it aligns with your purpose. The Relationship Between Purpose and Accountability What really […]
What do data and analytics have to do with purpose? Data-based operations allow marketers to discover purpose-driven messaging that they can tailor to their target audience’s interests and needs. Here are a few ways to do just that. Check website traffic trends to assess what your stakeholders care about Taking a look at your organic site traffic […]
Now that we know the history of marketing purpose, it’s time to talk about the future. As marketing purpose continues to evolve, we can expect a refinement of business purpose and how it is communicated. Let’s take a look at a few recent campaigns and explore the trends they reflect. Worn Wear Patagonia’s outdoor clothing […]
