Admittedly, this blog post is going to be a bit more granular and detail-oriented than you’ll see from many content marketing providers, but given that we’re involved in “database marketing,” it seems important to understand some basic things about data.
B-to-B Magazine highlighted the growing link between “marketing” and “technology”, and the competitive advantage that the linkage brings, at its kickoff to the Internet Week conference in New York.
Sheryl Pattek, VP-principal analyst at Forrester Research, said that the ability to track marketing ROI through technology is the most important change contributing to the evolution of the marketing profession. Generally speaking:
Marketers and information technology departments are joined at the hip today, with IT leaving behind its singular focus on back-office operations and increasingly enabling customer information and service … “Five years ago we had only a handful of people handling our website,” said Eduardo Conrado, senior VP-marketing and IT at Motorola Solutions. “Today, 18% to 20% of the entire marketing staff is working on technology enablement for marketing, sales and customers.”
That kind of technology includes the means to deal with “a newcomer to the world of IT villains, [as a] Deluge O’Data floods enterprises mercilessly. If directed and channeled for good, however, this surprising life form could transform the enterprise landscape and bring new growth.”
Yesterday I received the following recommendation from our “Success Manager” at Eloqua — a person whose job it is to help their clients understand this complex system:
“I had the pleasure of working with John as the Marketing Advisor for his account as he took the lead for his company’s use of Eloqua in late 2012. During our bi-weekly meetings, John would come to the table with thoughtful questions and having done thorough research about campaigns and solutions he wanted to implement. He displayed an intense desire to take segmentation and personalization in the company’s marketing to the next level. He understands that this is a critical component to driving revenue from marketing investments. He dove in head first to learn best practices in marketing automation and how they could [be] applied to the unique business model in which he was operating. I would recommend John to bring his now critical skill set of content + strategy + understanding your buyer + technology to any business.”