Chief Marketing Officers (CMOs) never seem to have enough time to do all of the tasks they need to accomplish in a given day. To be successful, CMO have to delegate and make informed purchase decisions.
Automation has made the work of marketing teams easier, but with so many tools now available, it can be very difficult to find the perfect option for a departments needs. Selecting the wrong tools, or being a late-adapter can really set a marketing organization back.
In todays competitive marketplace, its more important than ever that CMOs be ahead of current marketing trends, which means constantly evaluating solutions to make sure they address the following five needs.
#1: Cross-Departmental content collaboration
In 2017, great marketing strategies wont simply be planned. Theyll be carefully designed to ensure the optimum customer experience.
Businesses have already merged sales and marketing in their content strategies, but the coming year will see that collaboration expand to include customer success and product development. Prezi focuses on storytelling, with a suite of tools to help business teams create, collaborate, and monitor their results. These types of tools will be even more important as CMOs strive to create the internal and external content strategies that are necessary to reach todays business customers.
#2: Putting account-based marketing into practice
As Forrester predicted, 2017 is the year account-based marketing grows up. Savvy businesses spent much of 2016 learning about account-based marketing, but 2017 means its time to put those concepts into practice. LeadGenius is a lead generation and nurturing tool that makes it easy to scale an account-based strategy.
One of the easiest ways CMOs can grow an account-based marketing strategy is through the use of outbound email. Using the right lead-nurturing tool, businesses can hyper personalize their messages based on a contacts personal preferences, organizational role, and more. Best of all, campaigns can be expanded quickly at a marginal cost increase.
Using LeadGenius, CMOs can refine their databases with up-to-date, accurate contact information for every business they target, including generating the names of multiple decision makers at each organization.
#3: Revenue visibility for the new CMO
Increasingly, marketers are taking accountability for business revenue, tracking income generated from their campaigns to determine ROI. At the same time, B2B marketing is expanding to new channels, forcing marketing professionals to adapt new skill sets to match.
Bizible makes this easier for CMOs, giving marketers the chance to automate the process of tracking revenue, letting them attach multi-touch marketing attribution to various lead stages and revenue. The end result is increased visibility into how different channels contribute at each stage of the buying process. With the right data, CMOs can better track revenue and answer the questions that theyll inevitably face.
#4: Find and secure top marketing talent
Recruiting and retaining top talent is a large part of any CMOs work. Yet competition for the best marketing professionals in any given area is fierce, making it essential that marketing leaders take an active role in finding the right people. Just as businesses have a difficult time finding good engineers, businesses find that marketers with specialized expertise in top trending areas can be almost impossible to win over from competitors.
Multiple firms try to lure those marketers who have experience in pipeline management, cross-channel paid media management, operations, and content strategy. Realizing this challenge, AngelLists goal is to connect businesses with the specialized talent they need. Instead of paying a recruiter, businesses can use this service, which is now the parent company of Product Hunt, to find some of the best marketing talent in the job market.
#5: Investing in trust
Todays sophisticated marketing professionals place trust as a top priority. In 2017, trust will be an important factor in forming relationships, from IT security to customer service to usability and beyond. Trust will likely be the deciding factor for marketers faced with a wide variety of vendor options and since marketers tend to trust their peers, its highly likely theyll use networking to locate the right business partnerships. Review sites have also become an increasingly important resource in marketers decisions, with many CMOs using them to make technology-based purchasing decisions.
One emerging review site that I have started to really appreciate is Consumer Affairs, which crowdsources reviews to make it easier for marketers to get the information they need before choosing a particular solution. For product marketers, this also means they have an easier way to gather high-quality reviews from their own customers, boosting their online reputation.
CMOs need software to help them manage their tasks and be more effective in everything they do. With the right tools, marketers can launch fully-informed campaigns and gather results that can help them improve their strategies moving forward. CMOs must equip themselves with the tools of the trade to remain competitive and hopefully, the above tools can help.
John Rampton is a serial entrepreneur who now focuses on helping people to build amazing products and services that scale. He is founder of the online payments company Due. He was recently named #2 on Top 50 Online Influencers in the World by Entrepreneur Magazine. Time Magazine recognized John as a motivations speaker that helps people find a “Sense of Meaning” in their lives. He currently advises several companies in the bay area.
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