The inaugural installment of a new section, Cartoon of the Week, takes us to product-market fit vs just raising more funds. Another recurring subject is marketing data, this time covering “good data” and “same data”. Then it’s time to discuss whether the store really is the media?!
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Shahin and Doug discuss a variety of hot topics in marketing, starting what marketing success means, which leads to the difficulties in digital attribution and interpreting data, and whether econometrics can be a solution (as suggested in a recent article in The Drum, “Digital attribution is dead! Les Binet tells us why marketers need econometrics in 2023”, by Samuel Scott). They also get deeper into how the concept of “customer satisfaction” actually correlates to product sales.
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The Twitter deal happened, but rewind the tape to when a trove of text messages was published, providing a glimpse into how people of note in tech discuss deals and strategies. So of course we have to discuss that. Then it’s off to another flare-up about “distinctive vs. differentiated”. Is “distinctive” distinctive or differentiated?! The continuing complexities of marketing data. And how your marketing mix needs to mix it up!
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Every company spends money on Lead Generation. Sometimes quite a lot. How do you determine your marketing mix and then match it to the sales cycle and buying behavior? Lots of moving parts here and we go over many of them: PR, SEO, funnel and buying behavior, lead qualification/scoring/nurturing, sales-marketing alignment, and lead flow. As usual, marketing metrics is an important topic and especially quality and meaning of data. We end with a few recommendations.
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A lively discussion about 1) the most effective logos, branding and strategy, and the importance of verbal real estate; 2) recruitment marketing and how employee/employer dynamics are shifting; and 3) the high cost of metrics and how projects can turn into products.
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An in-depth discussion with a panel of experts, this time about the sales cycle, marketing funnel, and customer journey.
Reading list:
Panelists:
Samuel Brealey
Samuel is a marketing consultant, helping good businesses make more money by helping them focus on what matters most. Catch his sensible way of calling a spade a spade on Twitter!
James Hankins, Founder and Consulting Strategist at Vizer Consulting
James is a strategic leader with a command of modern marketing tools and record of commercial impact, which he combines with his broad and deep experience across multiple categories and some of the biggest brands in the world. He drove the emergence of Share of Search as a practical metric, and was named one of the “Change Makers” of the year 2020 by Marketing Week Magazine in the UK.
Doug Garnett, President Protonik
Doug specializes in understanding the nuances of customer values and buying behavior. He teaches marketing, is writing a book about complexity in business, and is a trusted advisor.
Shahin Khan, Partner, OrionX.net (Moderator)
Shahin tracks technologies, policies, and marketing practices that define the Information Age. He has been a (very technical) CMO in high tech for many years and has probably done every job in marketing personally, and a few outside of it.
Join the OrionX Enterprise Marketing Meetup Group to share insights about the challenges and successes in marketing to the enterprise, and all aspects of B2B marketing.
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Businesses want to be data-driven because data can provide insight. But bad data does not. So how do we make sure the data is useful? Join an all-star cast for this important discussion. Topics include:
– Why do you need metrics if your instincts are so good?
– What needs untangling?
– How should marketing be measured?
– What does it cost to measure marketing data?
– How do changes related to competition, product, strategy, market need, people etc. impact what you should measure?
– What are the pitfalls in interpretation of data?
– Metrics and complexity
Watch the video below for an insightful discussion among some of the best in the industry: JP Castlin, JP Castlin Consulting, Andrew Willshire, Diametrical Limited, Doug Garnett, President Protonik, and our own Shahin Khan.
Join the OrionX Enterprise Marketing Meetup Group to share insights about the challenges and successes in marketing to the enterprise, and all aspects of B2B marketing.
The OrionX editorial team manages the content on this website.