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CMO insights

MarTech Interview with James Whitemore, Chief Marketing Officer at NetApp

"Increasingly, marketing is delivering the sale too – right there online—essentially becoming a digital revenue engine. The notable aspect is we are moving Marketing away from just being a cost-center, we’re actually contributing to the company’s bottom-line." James, please tell us about your experience as a CMO of a global tech company through the COVID-19 crisis. My career path has taken me through several different types of roles, each of which brought their own challenges. COVID-19 has been one of those challenges,…

The Top Marketing Strategies for SMEs in 2021

One year ends and another begins... Last year was the year that no one could have expected and 2021 is already shaping up to be equally unpredictable. Although American businesses of all sizes have experienced challenges caused by the pandemic, startups and SMEs have been the most severely affected. Research from the U.S. Chamber of Commerce Small Business Index reveals that 50% of small businesses are concerned that they’ll have to permanently close in the next year if the economic climate doesn’t drastically change.…

Marketers: Who’s Sitting at Your Strategy Table Now?

Some days I wish I’d grown up in the Mad Men era. So simple. Need great marketing? Call Don Draper, write a check, run the ads. Sell more stuff. Lather, rinse, repeat. The ad agency was at the center of the universe because your advertising strategy = your marketing strategy. Fast forward to the digital data era, and it’s a whole new gang at the strategy table. A modern marketing team needs to be able to analyze an endless stream of real-time data coming off of multiple technology tools: CDPs, CRMs, marketing automation,…

Post COVID Digital Transformation – The New Era of Retail

Transformation is a key concept these days, especially in light of the current global pandemic. All businesses will have to transform one way or another if they are to stay afloat in the present landscape. As people around the world stay at home, work at home, and rely heavily on deliveries and online stores, you might need to consider your digital channels and e-commerce tools. These online tools might be what stands between a surviving business and financial ruin. Bringing or introducing new products to the market is a…

MarTech Interview with Suzanne Kounkel, CMO at Deloitte

"Consumer needs can change quickly, something we experienced tenfold during the pandemic, and it’s important for brands to listen and react to these evolving needs in real time." About Me Hi Suzanne. Welcome to MarTech Series. Please tell us about your journey in Marketing and how you arrived at Deloitte. Thanks for having me. My journey in Marketing and Sales—and my journey with Deloitte—are very much one and the same as I’ve spent most of my career here focused on these areas. As Chief Marketing Officer for the…

Deloitte’s Global Marketing Trends Report Highlights the Need to Leverage Social CRM with New Human-Centered Approach   

C-suite executives are leading the Digital Economy revolution, moving forward with some really remarkable marketing and advertising ideas that have permanently altered the way of doing business. To identify and guide global marketing teams in their perennial pursuit of engaging and acquiring customers with authentic messaging, Deloitte has highlighted key global marketing trends in its second annual report. Deloitte surveyed thousands of consumers and executives around the world, gathering of-the-moment data and anecdotes…

Why the Magic Quadrant No Longer Works for Martech

Should you still stick to the whims of a Magic Quadrant in choosing your martech platform or solution? CRM, ESP, MAP... there are dozens of rigid categories that industry analysts use to rate and rank marketing technology. But marketers don’t need acronyms; they need answers. It’s time for marketing categorization to evolve and provide the clarity marketers need. The labels have to change to fit the modern model. Marketers know the martech industry has come a long way in the past decade. According to the marketing…

How to Make Consumers’ “Nice List” This Holiday Season

During the holiday season, shoppers often find themselves overwhelmed with brand marketing messages. The retail industry is undergoing transformational change in 2020. An increasingly digital-first customer journey became accelerated when retail outlets were forced to close their doors – at least temporarily, and several iconic retail brands filed for bankruptcy protection, with J. Crew, Brooks Brothers, Neiman Marcus, JC Penney and Pier 1 Imports among them. Approaching the tail end of 2020, many retailers are pinning…

Retailers Are Using Partnership to Drive Resiliency and Growth

As the long-term commerce impacts of COVID-19 continue to unfold, retail companies are re-evaluating their existing channels, strategies, and martech stacks – looking for ways to stay resilient through the pandemic and beyond. Shopping habits have shifted, consumer attitudes have changed, and the economic aftershocks of the crisis are hard to predict. But one interesting strategy undertaken by COVID-smacked businesses is worth close examination as a path to resiliency in the current and future crises. Even as spending on…

Five Critical Tips for Strategic Planning in the Midst of the Pandemic

With frequent market shifts and an ongoing pandemic, it’s crucial to plan efficiently, effectively, and strategically. Planning this year has been radically different than any other year in my experience. The past few months have been a steep learning curve, but that’s not going to stop my or many other marketing organizations from delivering results. Here are my five critical tips to strategically plan for the unknowable. Tip #1 - Align Marketing’s Strategic Targets With Corporate Goals Driving impact for the business is…

The 5 ABM Myths and Their Face-off with the Truth(s)

Account-based marketing - now known as ABM -  is not a new concept.  It was first coined by the Information Technology Services Marketing Association (ITSMA) back in 2003.  But it is a concept that is entering the mainstream as analysts such as Gartner and Forrester now cover ABM as an emergent category. However, the challenge with a concept that has been around 17 years is that most marketers' understanding of ABM is based on outdated thinking and concepts.  So it’s time we address these ABM myths head-on, explain why…

Shifting Sands in B2B Marketing in 2018: New Avenues in Self-Service Customer Portals, Contextual Targeting, and Smartphone Metrics

Part Three of  the Predictions Series for 2018 Covers Futuristic Insights on Marketing to the Millennials, Mobile Marketing Trends, and the Changing Face of Contextual Targeting The Holiday Season is over, and the New Year has brought a fresh battery of B2B marketing ideas to showcase what modern marketers are set to achieve in 2018. 2017 has been a big year for B2B tech with the rise of Alexa for business and increased integration of machine learning technologies. On the top of every marketers' list is the millennial…