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Hi David,
The key to doing this, with small or large teams, is to expand marketing beyond the marketing department. I believe that a pro-active process should trigger content creation throughout the organization, orchestrated along the customer life-cycle.
In short, everyone within the organization should be motivated, trained and triggered to create relevant content for buyers.
Hope this adds.
Tom De Baere
http://www.b2bmarketingexperiences.com
The marketing one hundred is now the marketing ten thousand
When I was a B2B marketing executive in the 1990s, we ran marketing "campaigns". My team focused on a about 100 big initiatives throughout the year including a dozen trade shows where we exhibited and spoke, a monthly email newsletter, a media relations effort focused on a few dozen press releas...
Hi Scott. Great post.
I especially like the sentence "The best we can do is systematize pieces of our marketing ecosystem, carefully interweaving what we automate, what we semi-automate, and what we leave under manual control."
I think you need to automate what you can to make your life as marketer easier, so you can focus on what is really important, as you said : focus on the customer experience. Especially in smaller marketing or communication team is makes a big difference.
Thanks for the insight.
Tom
http://www.b2bmarketingexperiences.com
Why marketing software will never be like ERP
I ran across a thought-provoking article earlier this week on GigaOm — Marketing is the next big money sector in technology — by Ajay Agarwal of Bain Capital Ventures. It begins with the reference to the Gartner report from December the suggested by 2017, CMOs will have larger technology budgets ...
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