CMOs Regard Measurement as Key to Proving Value

Channels Gartner 2018

Two-thirds of the CMOs polled in the 2017 Marketing Performance Management Benchmark study said the pressure to measure value, impact, and contribution is growing. Enterprise marketers plan to ramp up their spending on analytics technology a stunning 83% over the next three years, according to the latest CMO Survey out of Duke University. One way they're dealing with this … [Read more...]

Measurement, Analytics a Hot Skill

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Just this last week there were several articles in the news about the value of measurement and analytics. These are just a few of the stories published recently: Forbes: Data Science is the Key to Marketing ROI. This year alone, the U.S. is projected to absorb a shortfall of 190,000 data scientists — and that’s not even counting the 1.5 million more analysts and leaders … [Read more...]

3 PR Trends to Watch in 2018

data driven PR Fotolia_138646937_XS (3) (1)

'Tis the season – predictions are the order of the day and the PR industry is no different.  Here are my picks for the top 3 PR trends in 2018. Content strategy The number of brands that consider a content strategy effective in raising revenue increased from 74% in 2016 to 83% in 2017. (CMI.) However, only 31% have a documented strategy. It should come as no surprise then … [Read more...]

Top 5 Digital Skills to Learn in 2018

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  It's that time of year when predictions and suggestions are made for the new year.  Forbes made a list of the digital skills they see as the most important and TEKsystems polled 250 CMOs to find out what they're looking for in 2018. Distilling all this data down into one list, here are my picks: Analytics:  This one wins hands-down, no contest. If you are not … [Read more...]

Earned Media Outperforms Paid in Demand Gen

earned media sales funnel

  According to a recent Demand Gen study B2B marketers are looking for new ways to drive demand, increase brand awareness and bring more prospective customers into the funnel.  Earned media is growing more and more appealing to these companies, as the price of paid efforts increases. Working with Cision, Demand Gen found that 79% of marketers are prioritizing earned … [Read more...]