Marketing to busy audiences is increasingly complex. It requires strategies to engage multiple stakeholders throughout multi-stage sales cycles, conducting an intelligent dialogue, and making a well-reasoned case for engagement. Successful marketers take a comprehensive view of their customer by considering their changing industries, job roles, jargon, challenges, threats, pain points, aspirations, and opportunities. What remains eternally true throughout the marketing process is that the customer is at the heart ofevery business’ success.
The foundations of great marketing are:
- Authentic, intelligent interaction
- Innovative method of delivery and a creative end-product
- And always – always – designed in measurement from the outset. This allows us to analyze, review, and learn — and to report success
Between CRM tools and the influx of connected devices, marketers are processing more real-time data than ever before – and they will struggle to make sense of it all. The industry has plenty of data gathering and visualization tools, but the big challenge will be insight and smart action.
Marketers are expected to overcome the glut of data as a no-excuses approach to campaign performance analysis takes root. The abundance of measurement tools means that marketers can no longer get away with unmeasured initiatives. They must have a plan to align marketing activities with business objectives, and to then report on their outcomes
