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17
Apr

The CMO’s Guide to Digital Marketing Organization Structures

CMO_guide_to_digital_marketing_organization_structures

Digital is everywhere. As a result, the pressure on leadership is increasing to redesign the marketing organization structure towards more customer centricity, customer experiences, data driven and personal marketing.

Marketing leadership is reacting by investing in new concepts such as content marketing, inbound marketing, marketing automation and (big) data marketing. But without the right organization, any of these new concepts is set for failure.

But today’s modern marketing organization is complex, and requires purposeful planning and a combination of talent, technology, and consumer insights in order to have a positive impact on the company’s bottom line.

In this blog post, I want to explore how you can structure your marketing organization, and answer the following questions:

  • what skill-sets and profiles do you need?
  • what organization structure do you need?
  • what new functions and teams do you need?
  • how will departments work together in new agile ways?
  • how do you structure for content marketing?
  • how do you organize for agile marketing operations?

Read more »

29
Feb

(Slideshare) The New Role of Sales in a Digital World

the new role of sales in a digital worldRepeatedly the death of salespeople has been announced in the last 50 years. Each time, sales people survived. Why? Because they evolved.

The digital evolution has changed how organizations conduct business.

By 2020 customers will manage 85% of their relationship with a business without talking to a human being. The buyer is also more informed than ever thanks to the abundance of online content, and now has the upper hand in negotiations.

Sales organizations and sales people must evolve.

In this blog post, and Slideshare, I want to share with you my opinion about how sales organization can evolve, and how they can redefine the role of the sales in a digital world. Read more »

28
Jan

Best-Of-The-Best Marketing Ebooks of 2015

best marketing ebooks 2015Marketing is changing rapidly. Some say it has changed more in the last 5 years than it did in the last 500 years.

Responsibilities of CMO’s are also increasing due to the shift in buyer behavior and the fast changing world of marketing technology.

We may very well be entering a golden age of marketing, but this is not coming without some cost.

That cost is visible as a whole new learning curve for marketers, who are starting to have to be more and more technical. And on the other side you have technical people, who are having to learn more marketing.

Modern marketing leaders, or aspiring modern marketers must learn to master the discipline of lifelong-learning by continuously reading, studying and experimenting in an ever expanding field of marketing expertise.

Today, like I did in 2014, I want to provide you with a selection of the best marketing ebooks that have been created in 2015. These marketing ebooks are part of my way of lifelong learning, and I want to share some of the best that I found in 2015 with you.

(if you are not interested in the little personal story that follow, just scroll down to find the list of best marketing ebooks of 2015 !) Read more »

25
Dec

2015 and the Year of the Rise of the GAFTAA Mafia

the GAFTAA mafia

Google, Apple, Facebook, Twitter, Amazon and Alibaba.

Together they are the GAFTAA mafia. They battle for the internet, the consumer, and access to these consumer through marketers.

We marketers have little choice to pay ever more pizzo, or protection money.

This protection money serves to marketers as a means to be found or to get access to our consumer. Or do we have a choice instead of paying them money? Read more »

29
Nov

How to Create a Unique Content Marketing Culture?

unique culture of content - how-toA culture of content goes far beyond enabling and empowering content creators outside of marketing.

A culture of content is an organizational environment and attitude that embraces and evangelizes the importance of content marketing and internal knowledge-sharing across the entire enterprise.

A business that achieves an internal culture of content is one that inspires employees—not just those in marketing—to create content for both internal and external consumption. If brands want to succeed as publishers long-term, their commitment to storytelling has to start with their company’s culture.

The question is: how do you do that? In this blog post I want to take you through a number of steps that introduce a genuine culture of content. Read more »

30
Oct

What to do when everyone has Thought Leadership Content?

thought leadership content should be freeThe problem with thought leadership is that the term ‘Thought Leadership’ is overused, abused, and can harm your business. Let me explain…

In many cases people refer to it as ‘thought leadership content’, which in essence refers to the act of publishing material that tries to position you or your company as a thought leader.

I think that is a very limiting view, and incomplete as a thought leadership content strategy.

Lately I have been increasingly “fed-up” with the vast amount of ebooks and webinars thrown at me, with great sticky titles, and sometimes even great authors or speakers, but with low or mediocre quality in the end.

I think it is the fault of inbound marketing. No, let me rephrase that: It is the fault of everyone jumping on the inbound marketing band-wagon, and executing poorly. Hey, there’s nothing wrong with inbound marketing. It can work really well, but only if you understand- and execute it properly.

Read more »

30
Sep

5 Big Fundamentals of Digital Marketing Transformation

charles darwin_digital marketing transformationTransforming a marketing organization to embrace digital marketing requires change. Some companies seem to make this transition seamlessly, and other are struggling.

The dream of agile marketing operations, 1-1 marketing, digital customer experience, intelligent marketing technology and digital customer journeys seem to be impossible to reach.

What are some of the big fundamentals driving digital marketing transformation?

In this blog post I discuss 5 critical “must-do’s” to get organized for Digital Marketing Transformation.

 

But organizing for digital marketing transformation is not without its challenges…

Read more »

31
Aug

Organizing for the Digital Customer Journey

Organizations in B2B and B2C increasingly need to organize for the digital customer journey.

It’s no secret that the buying behavior of customers is increasingly influenced through digital content consumption and digital interactions using smartphone apps, tablets, social media and now als wearables.

Baby boomers, generation X and millennial spend more time consuming content, up to 20% hours a week, according to a new study “The Generational Content Gap”, in which Fractal and Buzzstream surveyed over 1200 people about digital content consumption.

Companies need to respond by understanding this digital behavior, and rethink the organization. Internally, and externally. From a marketing perspective this requires a different type of marketing.

I usually call it modern marketing these days, because it’s difficult to cover this subject in a couple buzzwords.

But it boils down to:

  • applying modern digital marketing tactics,
  • a culture of digital optimization,
  • building a digital marketing technology backbone, and finally…
  • a new type of organization with new digital roles in the marketing department.

That’s a lot of change. Where do you start?

What is the initial spark that sets this change in motion?

Read more »

30
Jul

What is Quality Content that Really Works?

engage with content quality“We buy our blog posts 500 EUR a piece” he told me the other day. “What kind of blog post are that?” I asked. He was buying 10 of these blog post a month, on average 500 words per blog post.

Aaargh.

That’s probably the worst approach this marketing manager could take towards content. The output he gets by aiming for 500 words articles is just horrible. It’s usually a “one-pager”, with one single meaningless graphic, pulled from a stock-photo website. Others might tell you that you need 1500 word articles, because these are going to make you end-up higher in search-engines.

I say, that’s crap. Don’t believe them.

Blog Post Summary

In a world filled with content, and decreasing user attention, this kind of simple approach to content is just not going to cut it.

With this post I want to show you, “once and for all”:

  • what content quality really is about,
  • how Google treats good and bad content quality,
  • how consumers and customer in general spot quality content,
  • how long quality content should be,
  • and finally how you can get organized for content quality.

Now let’s get started, and explore the world of quality content…
(oh, this starts to feel like a rant, but don’t worry, this is not going to be a rant!)

Read more »

25
Jun

What are new tasks of salespeople in the digital world?

new tasks of salespeople in the digital worldThe digital evolution has changed how organizations conduct business. There’s a lot of change happening: customers now have new ways of communicating using social media, forums and product reviews. They gather real-time information on products and services, and engage with brands in real-time, using mobile phones and more.

The rise of real-time messaging applications like Snapchat, Vine, Instagram and others signal a new era where customers increasingly expect personal experiences and instant real-time interactions. Instant shipping of products in ever shorter times provide instant gratification to buyers that live in the moment of today.

More access to information also means buyers increasingly research products, even for low involvement products like FMCG, fashion, computer software, multimedia products or home decoration. More and more of the buying process is happening online, where buyers today need to be served more and more by the content that marketers provide them.

The abundance of online content and channels is shifting the power from the seller to the buyer. Today buyers are more informed then ever, in which they don’t need salespeople anymore to help them buy. Or, salespeople get invited to conversations much later these days because of online content, in which they are confronted with very educated customers.

What is the impact of all of these changes on the role of salespeople within the buying process? Read more »