Tuesday, January 28, 2014

1 Down 11 to Go

January is over.  1/12th of the year is done.  Are you on track?  How many of my fellow marketers out there were ready with outbound and inbound activities that hit during the month of January.  I suspect there were more who did not than did.  I know, I know, it's not your fault.  It's those damn executives who can't make up their minds about budgets until it's too late to place orders for January.  Sorry, I don't accept that excuse.

If you're a VP Marketing or CMO and you don't empower your marketing team to make it happen and start executing on January 1, and to hell with the official budget allocation, then shame on you.  You know there's going to be a marketing budget so why wait until you have the official email handed down to you?  As that great branding power from the Northwest says,  'Just Do It'.

But, I guess you'll have to take this advice next year since January is gone.

Monday, January 20, 2014

Need Help Explaining Content Marketing to your Caveman Executives and Sales Team? Try this.

(This post was first published on the Content Marketing Institute blog on December 20, 2013)

This is a story you may use to help explain why a thought leadership content marketing strategy works.  Simply put, it you are willing to share your expertise with those people in your target audience with no strings attached, they will place your firm at the top of the credibility list leading to more business.  Great content marketing helps to make the lives of your target audience better in some way.  The story of Ugah, the Neanderthal thought leader, explains how the concept of ‘Youtility’ or thought leadership is a highly effective marketing strategy.  This story is meant to be fun and even a little whimsical to help gain the attention of your internal audience and spark some discussion around the topic.  Let me know how it works out for your tribe.

Saturday, January 18, 2014

Republish from Industrial Internet Marketer

My friend Tom Repp at Market Pipeline was kind enough to show interest in an eBook I published on Slideshare, "The Manufacturer's Growth Manifesto".  Tom published a great blog post.  And I'm not just saying that because it was my content.  I highly suggest you visit his blog and consider his marketing services if you may be in need.

Industrial Internet Marketer

Monday, January 13, 2014

Still Marketing like it's 1999?

Suppose you’re a brand new VP Marketing for Acme Corp.  You arrive on the job and after assessing your inherited Marketing function, you realize Acme is marketing like it’s 1999.  As a progressive marketer, you know 1990’s marketing won’t cut it in this modern age.  As you embark upon your journey to update the Acme Marketing Function to a Modern Marketing 2.0 powerhouse, picture yourself on a journey through the hallways or cube maze touching base with each of these offices.  These may not be actual offices, but they are all critical epicenters within any organization that must be embraced and made real in order for Modern Marketing 2.0 to deliver revenue and cement your Marketing function as a revenue engine at Acme.

Interested?  Check out this past blog comparing Marketing 1.0 to Marketing 2.0.

Who knows, maybe your success places you in line to be the next CEO.

Monday, January 6, 2014

What is a Modern Marketer? Here's one take...

It's great to see a discussion about defining a person we might call a Modern Marketer.  This blog post on the HBR Blog Network addresses one aspect, the analytical marketer.  I would add other components as far as the definition goes.  A modern marketer should have experience and knowledge in these areas:

  • Analytics and metrics (as discussed in the HBR blog post)
  • Global business experience and cultural awareness
  • Marketing automation expertise
  • Understanding of the fundamentals of strategic marketing
  • Holistic understanding of how marketing strategy and tactics convert to revenue (or other business goals)
  • Current knowledge of marketing technology
  • Comprehensive understanding of the revenue generation process (sales and marketing alignment)
Perhaps not a comprehensive list and I'd love to hear from you, my readers regarding your definition of a modern marketer.

Friday, January 3, 2014

Top 10 Blog Posts of All Time (on my blog)

Happy New Year!  Let's all work together to make it a great and successful year in every possible way.  As a way to kick off the year here at 'Modern Marketing for Industry',  I wanted to share the most viewed posts of all time here at my little blog.  Seems the most popular post by far was about Formal Marketing Planning which I am pleased to see there is interest in the basics.  Other marketing fundamentals seemed to be very popular as well.

  1. Formal Marketing Planning - posted 5/31/2012 - 3212 views 
  2. Marketing Plan - Step 2 'Objectives and Issues' - posted 11/3/2012 - 1991 views
  3. Marketing Plan - Step 7 'Measurement and Controls' - posted 12/8/2012- 868 views 
  4. The Silk Market - Pure Marketing Genius - posted 7/5/2012 - 855 views 
  5. Does Your Firm Stake out a Market Position - posted 4/17/2012 - 793 views
  6. Ethnocentrism and the Modern Marketer - posted 5/17/2012 - 774 views
  7. The Value Proposition, Message Hierarchy and The Elevator - posted 4/10/2012 - 721 views
  8. Lost Art of the 4 Ps - posted 5/26/2012 - 543 views
  9. Marketing Automation - Essential for Content Marketing? - posted 5/8/2013 - 533 views 
  10. Marketing Plan - Step 3 'Target Market Analysis' - posted 11/10/2012 - 489 views