Marketing 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
How have IBM, Adobe, and Dell become a Social Business? And what can a smaller company learn from them?
What can small and medium business (SMB) learn from giants such as IBM, Adobe and Dell about becoming a social business?
At first sight learning from these giants seems a crazy idea. SMB’s are different by every means. They have less budget, less employees, and certainly have different problems.
But surprisingly, when looking at how these large companies have become social businesses, there is a lot smaller companies can learn…
For this blog post I have:
- studied the social business strategies of IBM, Adobe and Dell in detail,
- mapped out a the best practices from these companies
- formulated some best practices feasible for SMBs.
Answering todays marketing challenges is a daunting task for most of us.
Not only is marketing increasingly becoming a digital environment, marketing itself is changing. Buyers demand value on top of existing products and services. They want you to inspire them, educate them, and entertain them.
Embracing a content marketing culture is the first step towards becoming a social business. It is the first step to creating marketing that people actually want.
It requires great, or small changes, depending on your current corporate culture:
- from outbound to inbound
- from self-centric to meaningful
- from classic to digital
- from art to science
Here are some of the key change management essential ingredients you need to take into account when changing a company towards a content marketing culture:
- assess your marketing maturity
- corporate and leadership alignment
- embed openness and authenticity
- embrace new customer centric processes
- employee activation and skills transfer
- internal communication
- quick-wins planning
- content quality gate-keeping
- embedding the change
A couple of week ago I presented to around 60 B2B decision makers. The topic was basically about the biggest challenges of marketers today, and how they can solve these challenges.
When I posted a trimmed down version of my presentation on Slideshare, I got another happy surprise. It got voted “presentation of the day” on Slideshare. I think that’s pretty cool. And that my friends, as you can imagine, made me a little bit proud and totally made my day.
Here’s what I presented… Read more
Employers should expect their employees to be active on social media in the interest of the company. Employees should see this as an inherent part of their job.
The times when “being active on social media” was reserved for the boys and girls “at the marketing department” are gone. Today everyone in the organization has a role to play. Especially people that are somewhere involved close to a customer touch-point.
What’s a modern employee to do on social networks, in the interest of the company? Read more