It didn’t all change in March 2020. Not really. The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while. In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and conveni ...
…
continue reading
Kandungan disediakan oleh Hard Way MBA and Jason Thomas. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Hard Way MBA and Jason Thomas atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
Player FM - Aplikasi Podcast
Pergi ke luar talian dengan aplikasi Player FM !
Pergi ke luar talian dengan aplikasi Player FM !
Scott McNabb: Marketing Must Get Closer to Top Line Revenue
MP3•Laman utama episod
Manage episode 160220720 series 1181984
Kandungan disediakan oleh Hard Way MBA and Jason Thomas. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Hard Way MBA and Jason Thomas atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
Scott McNabb Vice President, Sales, Enterprise South Oracle Marketing Cloud Newest and fastest growing SaaS Executive confidence in marketing? * 77% of Marketers use awareness as their measure of effectiveness, * Marketers mistake Engagement for Conversion * Engagement metrics: open rates, page visits, tweets, impressions, Likes * Revenue targets... How do marketers position themselves as close to revenue as possible? * The further away you get from Revenue the larger the target on your back becomes. * Conversion metrics and being able to track from engagement through funnel entry and then through lead to opportunity conversion noting engagement all along the way. * Attribution vs. influence becomes a “Possible” discussion. * marketers are drowning in a sea of activity. Combining data sets & creating models to reach the bigger audience that act like best customers? * The world has changed from list builds and 1 st party CRM data, to now the need to combine first party with 2nd and 3rd party… How does Marketing get and maintain a seat at the boardroom table? * Marketers tend to use marketing speak. * Don't tend to build ICP (Ideal client persona) * We can now look at the IPC and compare that to a money conversion event, as opposed to brand centric. How to deal with a CEO who is a clueless when it comes to digital... * 73% of CEOs say their CMOs lack business credibility. * CFO has tools like ERP, Account system. It's about $ * Chief Rev. officer has close rates and deal value * CMOs haven't had $ metrics. * Put markers in place that describe successful marketing. Must be able to clearly articulate "What's the value of marketing to this company?" How to broker a conversation internally (with different lines of business) about how to build a better model for customer-centricity.... * CMOs have to start working backwards from customer centricity. * Educate about how customers see the world and how we, as a business, can align with the customer. * CMOs have to get better at describing marketing contribution to revenue * Technique, tactics are really 4th in the line of discussion. * "Arts and crafts' marketers, brand marketers, need to arm themselves with the science. Defining Terms Adtech * Traditional display ads that now know more about you. The Unique visitors. * Previously the world of agencies. Martech * Outbound against a named visitor. * email marketing, etc.
…
continue reading
41 episod
MP3•Laman utama episod
Manage episode 160220720 series 1181984
Kandungan disediakan oleh Hard Way MBA and Jason Thomas. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Hard Way MBA and Jason Thomas atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
Scott McNabb Vice President, Sales, Enterprise South Oracle Marketing Cloud Newest and fastest growing SaaS Executive confidence in marketing? * 77% of Marketers use awareness as their measure of effectiveness, * Marketers mistake Engagement for Conversion * Engagement metrics: open rates, page visits, tweets, impressions, Likes * Revenue targets... How do marketers position themselves as close to revenue as possible? * The further away you get from Revenue the larger the target on your back becomes. * Conversion metrics and being able to track from engagement through funnel entry and then through lead to opportunity conversion noting engagement all along the way. * Attribution vs. influence becomes a “Possible” discussion. * marketers are drowning in a sea of activity. Combining data sets & creating models to reach the bigger audience that act like best customers? * The world has changed from list builds and 1 st party CRM data, to now the need to combine first party with 2nd and 3rd party… How does Marketing get and maintain a seat at the boardroom table? * Marketers tend to use marketing speak. * Don't tend to build ICP (Ideal client persona) * We can now look at the IPC and compare that to a money conversion event, as opposed to brand centric. How to deal with a CEO who is a clueless when it comes to digital... * 73% of CEOs say their CMOs lack business credibility. * CFO has tools like ERP, Account system. It's about $ * Chief Rev. officer has close rates and deal value * CMOs haven't had $ metrics. * Put markers in place that describe successful marketing. Must be able to clearly articulate "What's the value of marketing to this company?" How to broker a conversation internally (with different lines of business) about how to build a better model for customer-centricity.... * CMOs have to start working backwards from customer centricity. * Educate about how customers see the world and how we, as a business, can align with the customer. * CMOs have to get better at describing marketing contribution to revenue * Technique, tactics are really 4th in the line of discussion. * "Arts and crafts' marketers, brand marketers, need to arm themselves with the science. Defining Terms Adtech * Traditional display ads that now know more about you. The Unique visitors. * Previously the world of agencies. Martech * Outbound against a named visitor. * email marketing, etc.
…
continue reading
41 episod
Semua episod
×Selamat datang ke Player FM
Player FM mengimbas laman-laman web bagi podcast berkualiti tinggi untuk anda nikmati sekarang. Ia merupakan aplikasi podcast terbaik dan berfungsi untuk Android, iPhone, dan web. Daftar untuk melaraskan langganan merentasi peranti.