Weekend Favs July Thirty

Weekend Favs July Thirty written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from online source or one that I took out there on the road.

GrowthBot – Chatbot designed specifically for marketing and sales professionals – connects to a variety of marketing systems (like HubSpot, Google Analytics, etc.) and gives you quick access to information and services.

ZenoLive – Creates a unique phone number for your podcast so your audience can dial the number, select the episode they want to listen to and can even control the recording by pausing, fast-forwarding, etc.

Meetingbird – A project-based meeting platform that makes teams more productive by having all of your organization’s meetings notes, agendas, and decisions live in a single, searchable place. 

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Spam Laws, Email Marketing, and Compliance

Spam Laws, Email Marketing, and Compliance written by Guest Post read more at Duct Tape Marketing

photo credit Flickr

Every year, governments increase restrictions on unsolicited email. With new restrictions also comes harsher penalties when laws are broken. Here, we’ll give you a quick refresher on where spam laws stand both nationally and internationally, and how your business can avoid costly mistakes.

CAN-SPAM Act

This act, passed in 2003, establishes guidelines for sending behavior, content, and subscription compliance, while defining commercial email messages (which are different from transactional or relationship-based emails).

One specific guideline includes making “unsubscribe” both operational and easy to see for readers. Further, companies must have a legitimate physical address, “From” information, and proper subject lines. Businesses should also note that this Act highly discourages sending emails from a purchased list.

But these guidelines don’t stop at the U.S. border.  Compliance laws reach a global market, so let’s visit a few that affect any international email your marketing team sends.

Global SPAM Laws

If you’re larger than a mom and pop shop, complying and understanding global laws is pertinent to your bottom line. These laws not only apply to companies located within a specific country’s jurisdiction, but to any entity sending emails to citizens within that country.

CASL

Canada, which passed the Anti-Spam Law (CASL) in 2014, set strict guidelines which threatened millions of dollars in fines when American companies send an email to northern neighbors. Not to be confused with CAN-SPAM, an opt-out law, CASL is specifically opt-in.

This means that you cannot assume consent with pre-checked boxes. Businesses must gain consent through an opt-in action, where subscribers take positive steps to give permission. Although this law has just begun baring its teeth — transitional periods end July 1, 2017 — it’s only the start of even stronger anti-spam legislation.

You can find more information on country-specific guidelines to brush up on documentation:

• Austria – Telecommunications Act of 2003
• China – Measures for Administration of E-Mail Service on The Internet (2006)
• Belgium – Etat des lieux en juillet 2003, July 4, 2003
• Cyprus – Section 06 of the Regulation of Electronic Communications and Postal Services Law of 2004
• Czech Republic – Act No. 480/2004
• Estonia – Information Society Service Act
• France – CNIL Guidelines on Email Marketing
• Germany – 7 German Unfair Competition Law
• Italy – Personal Data Protection Code
• Netherlands – Online Privacy Law
• New Zealand – The Unsolicited Electronic Messages Act 2007
• Sweden – Swedish Marketing Act
• The United Kingdom – The Privacy and Electronic Communications (EC Directive) Regulations

The entire EU has plans to create more unified legislation across Europe, so while these laws are country specific, businesses should keep up-to-date on what is up the road.

General Data Protection Regulation

Within the next month or so, the European Union Parliament is planning to approve a comprehensive legislative directive known as the General Data Protection Regulation (GDPR). The renovated directive is expected to become law across all 28 member EU Member States in 2018. Within the legislation contains highly organized requirements about obtaining consent when collecting information as well as guidelines about how that information can be stored and used.

Additional objectives of the GDPR include citizen’s control of personal data, and simplification of the regulatory environment for international businesses by merging regulations within the EU. When GDPR takes effect it will replace the data protection directive from 1995.

Best Practices for Compliance

With these laws in place, there are best practices for email marketing that help businesses stay inside the policies and remain compliant.

Use the Double Opt-in Method

Double opt-in lists are not only compliant with international spam laws, they also help boost open rates in the emails you send. MailChimp took a random sample from 30,000 users in its database who had sent at least ten email campaigns, looking for improved email marketing stats from double opt-ins. The email service provider found that the double opt-in method resulted in a 72.2 percent increase in email opens. The data also showed an 114 percent increase in clicks when compared to single opt-in lists!

Never, Ever, Buy a List

Using single opt-ins or double opt-ins is perfectly up to preference, but whatever you do — and we mean it! — never buy a list. You are at risk of a spam trap infection when you purchase any email list.

Most often, purchased lists contain bad and out-of-date information, and there isn’t any good way to tell how old those email addresses really are. Email addresses expire at a rate or 22.5 percent each year. When companies send to bad email addresses, they’ll be flagged as spam, or even blacklisted completely. Deliverability and sender scores are decimated when businesses send to thousands of individuals who never opted in at all.

Choose Name and Subject Lines Wisely

Data from Convince & Convert found that 43 percent of email recipients would report email as spam based only on “from” names or email addresses. And, 69 percent said they would report email as spam based on the text in a subject line. As a result, it’s critical for businesses to be clear about who they are and what the contents of your email say. This is the only way to engage and keep, the individuals you worked so hard to join the list in the first place.

Make Unsubscribing Easy

While it might seem like common sense, we’re constantly surprised how often an “unsubscribe” link is forgotten or broken in email campaigns businesses send out daily. Once a recipient clicks on that link, businesses can obtain more information about why they clicked. Therefore, it’s important to make this process easy and to remove them quickly from your list (within 10 business days is required in the United States).

Clean Up Dirty Lists

Two of the most critical components of CASL and GDPR are data maintenance, so keep a close eye over time. Email recipients must provide either expressed or implied permission to use their information (and a pre-filled checkbox doesn’t mean you have valid consent). Keep a record of where and how permission was given. Internet service providers (ISPs) are becoming more reliant on engagement metrics to monitor spam, so keeping your list clean is imperative. Clean lists also have a much higher engagement rate than old or purchased lists.

Implied consent has an expiration date of about two years with CASL. As an example, someone who purchased a product has given implied consent to add them to your mailing list. But, you’ll want to confirm expressed consent from them at least once every two years. This is easily completed by a running a re-engagement campaign, where recipients click a button to confirm they want to keep hearing from you.

With the new law, GDPR, recipients have the “right to be forgotten” if data belonging to them is not in use for the purpose it was originally collected. That means you won’t be able to use a list you collected for one company to advertise for another.

Don’t Cut Corners When You Email

Following these rules and complying with laws, while also building a list through strict opt-in methods can be daunting, but efforts will pay off in the end. Email marketing is about the quality of contacts, not the quantity. Highly engaged lists lead to improved overall performance of campaigns, better deliverability, and favorable long-term results for your brand and your bottom line.

John Thies is the CEO and Co-Founder of Email on Acid, a service that gives email marketers a preview of how their emails are displayed in the most popular email clients and mobile devices. He resides in Denver, Colorado with his wife and son. When he isn’t working he’s either on the golf course or snowboarding in the fresh Colorado powder.

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3 Tips to Improve Marketing Accountability

Marketing accountability can be a challenging endeavor – and conquest—for organizations. While it can be incredibly exciting for an organization to make the decision to introduce technology platforms to assist in the improvement of marketing accountability, it’s critical to understand the management and measurement implications that will support success. 

Even when an organization has processes in place to leverage technologies, refinement and optimization strategies must continually evolve in tandem with marketing goals. 

Whether you’re a marketing leader or a boots-on-the-ground pro managing marketing technology daily, here are some key considerations to enhance your marketing accountability:

1. Position your marketing for programmatic success. To employ a necessary cliché, it has to be said that programmatic marketing and advertising is the wave of the future. According to eMarketer, programmatic digital display ad spending is projected to reach $26.78 billion by 2017. That’s up from only $10.32 billion in 2014. This means that marketing professionals and hiring managers should consider programmatic knowledge a core skillset. That requires an organizational commitment to the development of programmatic thought leadership and marketing application.  

You don’t want to miss out on the opportunity to monetize core inventory. The entire programmatic category is seeing increased spending across the board due to its predictive yield and ROI for marketers and publishers alike, not to mention easy insertion processes and lower barriers to entry for most advertisers. 

2. Develop data “Dos” and “Don’ts” that support meaningful marketing. You need to encourage your customers and the modern marketing community to “Think beyond the transaction.” In other words, consider the treasure trove of data available to you that can be leveraged to create rich, meaningful buyer profiles that help you better target, as well as understand the attributes of your ideal customer. Invest your time and team resources into a strategic blueprint of data “Dos” and “Don’t’s” relevant to your business goals, and consider the benefits of implementing a data management platform (DMP) to support your strategic goals.

Organizations previously focused on their known marketing channels—for example email data stored in a familiar place: CRM systems. But now the focus has shifted to anonymous channels. Offline and online data—or known and unknown—is important. 

Presenting valuable and compelling offers hinges on the ability to develop creative and content that aligns with audience browsing habits and patterns. All of this insight needs to be matched with channel insight to ensure relevance and maximize the interaction, and the DMP helps marketers achieve that. 

3. Test your tech stack accordingly. To ensure that you’re maximizing your budgets and resources from an investment perspective, consider which tools will help you achieve your goals and position your measurement strategy for success, as well as the technologies that will support your existing technology infrastructure. The DMP can collect rich behavior data and attributes such as website actions, product engagements, or demographic information. From there, it can pass that data into a cross-channel marketing solution to build a more comprehensive, actionable customer profile to inform that holy-grail customer experience previously discussed.

Ready to seize the opportunity to reinvent your marketing function as a core part of your company’s revenue engine? For more insights on how to maximize your data and accountability strategies, Download The Guide to Advertising Accountability.

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Customer Data: The Solution to Lead Generation

More leads, please.

In most companies, it’s an ongoing process to generate interested buyers to your product and services.

We want qualified leads that move effortlessly throughout the sales cycle.

But the problem lies in our preparation. Some of us just don’t have enough information about our prospects.

The CSO Insight study reported that “42 percent of sales reps feel that they don’t have the right information before making a call.”

Use accurate customer data to prepare your team. Knowing key insights can make or break the deal.

Power up your data profile. Leverage it to produce more qualified leads.

Gathering Reliable Data

Based on a Ascend2 study, “35 percent of those surveyed said the biggest barrier to lead generation success is the lack of quality data.” Your data should tell a vivid story of your customer.

To gather reliable data, track anonymous users who visit your website. Watch leads interact with your content via session replays.

Ask for feedback from current customers. Monitor the trends of loyal consumers.

B2B marketers must also “embrace more third party and real-time data sets to really understand buyer’s across the entire customer journey.” For example, that may include using social logins to access a prospect’s profile information.

Data is widely available. Your team must decide which acquisition channels work for your company.

What’s the best way to collect email addresses? Or how can you quickly accumulate customer preferences?

“Understanding who your customers are and, in turn, what they like, will undoubtedly enable you to increase conversions and sales. Make it easy for your customers to share their data with you, and use that data to keep them engaged with your business,” says Josh George, a senior applications engineer at Lyons Consulting Group.

Know who you’re serving. Collect valid data for better results.

Enhancing Buyer Personas

Get inside your prospects’ minds. Map out your ideal customer to understand their reasons for buying.

But, what’s the point?

Buyer personas are roadmaps to navigating through your prospects’ interests, dislikes, and habits. If you’re aware of their behaviors, your team can create targeted solutions.

“By developing research-based buyer personas, you can create effective, highly targeted marketing campaigns. Each piece of communication ties back to your buyer personas so that every message addresses relevant pain points and positions your software as a viable solution,” states Brie Rangel, Account Strategist at IMPACT.

Knowing the basic demographics of your buyer is a given. Your team’s goal is to dive deeper. Learn your customers’ goals, challenges, and personal story.

Below is an example of a buyer persona for a specific startup founder. The story section offers a complete picture of the prospect, everything from the stage of his product to what he does for fun.

The role of customer data is to provide accurate information for your buyer personas. You don’t want to waste time selling enterprise-level B2B SaaS software to a B2C startup.

Moreover, inaccurate buyer preferences and habits will leave both the prospect and sales rep frustrated. So, double-check your personas.
Because in the end, your mission is to match your product with a qualified lead. That’s how you bring in sales.

“Use personas to spend more time with qualified leads, because they’re the ones who are most likely to turn into those long-term customers you’re looking for,” says Nicole Dieker, freelance writer and copywriter.

Enhance your buyer personas. Use data to add a face to the customer.

Segmenting Your Audience

After learning your customers distinct behaviors, it’s time to serve those individual needs.
It makes no sense to group everyone together.

If Sally specifically likes apples, why send her emails about oranges and grapefruits? Instead, educate her about the difference between gala apples and pink lady apples.

That’s a mental hurdle for most SaaS teams. We assume if our customers like X; they will definitely love Y. It isn’t always that simple.

Segmentation comes in many shapes and sizes. From geographical to behavioral differences, your customers vary. And it’s up to your team discover how to connect with them.

You might consider a city in a particular state or the buyer’s readiness to purchase. Work with your team to develop a goal.

Define your reason for segmentation. Experienced marketing and product leader Doug Goldstein offers the following common segmentation objectives:

• Create segmented ads & marketing communications
• Develop differentiated customer servicing & retention strategies
• Target prospects with the greatest profit potential
• Optimize your sales-channel mix

Segmentation is impossible without customer data. Add insights derived from analytics to guide how you group prospects.

And don’t be afraid to experiment. Testing is how you’ll discover the right messaging for your sales reps. Plus, it can help you market product information on your site.

“When practicing website optimization, leveraging customer segmentation provides a framework for running intentional, well-hypothesized experiments on your website that drive value,” writes Junan Pang, a solutions architect at Optimizely.

Segment your audience to deliver more personalized and timely experiences. With a segmented list, you’ll be able to target the right services to interested buyers.

Building The Relationship

You can collect the data, create the buyer personas, and segment your audience. But all that data can’t substitute customer relationships.

And that’s where most businesses miss their opportunity.

“[C]ompanies often manage relationships haphazardly and unprofitably, committing blunders that undermine their connections with customers,” states Jill Avery, a senior lecturer at Harvard Business School.

Customer data is intended to facilitate the relationship between the sales rep and the buyer. However, research shows that companies without sophisticated data management tools “derive erroneous results that annoy customers, resulting in a 25 percent reduction in potential revenue gains.”

Don’t attempt to foster a customer relationship with poor-quality data. If you do, prospects will seek out your competitors.

TechTarget executive editor Lauren Horwitz and SearchCRM site editor Tim Ehrens agree:

“Customer data management often falls to the bottom of the priority list. Organizations get bogged down with more pressing issues, such as cutting costs or keeping daily operations running. But relying on poor-quality customer data almost always frustrates customers — and many of them take their business elsewhere.”

Relationships are built on human-to-human contact. That means being genuinely interested in your buyer’s concerns.

How can you make their lives better? Where can you offer convenience?

And sometimes your product won’t be the solution. Yes, your SaaS service may not be the best option for that particular person.

Sales teams must recognize that it’s okay to remove unqualified prospects from the pipeline. This action should be commended, not frowned upon.

Use customer data as a tool to score leads. Then, gain insight on how to target prospects that matter to your company.

Data shouldn’t supplant the customer relationship. Make the human connection.

Go for the Data

Your team needs qualified leads. Focus on customer data as a solution.

Gather data from reliable sources. Use buyer personas to target your audience. Segment their behavior to create a personalized approach. And focus on building relationships throughout the sales cycle.

Want more leads? Go for the data.

About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter @shaylaprice.

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Europeans Using Solar Power To Transform Urine Into Beer

For the second year in a row, a team of researchers at Belgium’s Ghent University is collecting urine at one of Europe’s largest festivals, Roskilde. The researchers are hoping that by the time next year’s festival rolls around, one of the country’s breweries should have plenty of recycled urine beer to pour out for adventurous drinkers. The first time around, researchers say the goal was to extract nutrients that could be used as fertilizer. According to an article last summer, more than 25,000 liters of urine were collected and the fertilizer that was produced from it provided nourishment to a barley crop. This year, the researchers were after another critical beer ingredient: water.

 

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Email Marketing: The Permission Question and the Deliverability Answer

Permission is something that is discussed every day with our deliverability customers. They are always asking questions around what is and what isn’t acceptable. Senders want to understand who they can email, and how can they grow that list each and every day. The list of places where marketers are asking for permission also seems to grow every day as well.

Let’s review the standards of permission that we believe are necessary to be successful.

We require an explicit opt-in to communicate with customers. This might be an eye-opener for some senders who have relied on implicit opt-in as the permission method of choice. Why the change? This change came from the evolution of ISP’s and how they look at engagement. They have upped the standards to a point where sending to implicit opt-ins at any volume levels will most likely result in the bulking or blocking of those messages. There are also the questions of specific country regulations that are trending on the explicit permission side (some countries have laws that regulate this sort of thing). If you haven’t yet spoken with your legal team, it’s past time to evaluate potential risk by sending to folks who didn’t explicitly opt-in.

What are explicit opt-ins? You give the customer an opportunity to enter an email address specifically to receive email. They are given an opportunity to check a box, tick a bubble, or otherwise move a permission lever in order to receive messaging. This does not include pre-check boxes, which we don’t recommend in any circumstance.

One of the newest permission questions to arrive on the scene concerns apps. We’re all downloading some type of app these days, whether we’re searching for Pokemon, or checking our email. As part of the sign-up process there are multiple methods for collecting email addresses. Some methods don’t require the email or give an unchecked box that the user can choose to fill out. Some just require the email address and sail through the sign-up with no options for marketing materials. We obviously feel strongly that the former method is the way to go. The backlash from people who wanted to play a game, but are now bombarded by marketing messages is not pleasant. We see high spam complaints, and low engagement coming from these recipients. These are both pretty bad news for deliverability.

The apps/permission question is very much like the debate around the abandoned cart email. We don’t believe that someone who visits a site for the first time, and puts something in a shopping cart without finishing the process has “signed-up” for email. It can be a controversial subject, but we know that senders who follow this practice generally see reduced deliverability performance.

What’s the way around these issues? We would recommend the following method if you are required to email people gathered through one of these implicit methods. Send a series of 2-4 permission pass messages. Ask the person if they want to receive email from you. If they don’t respond, respect that permission. You’ll send less email, but the reality is that the messages you do send will probably be seen by your customers.

Don’t trick your customers, or feel like you've gained a customer by slipping that permission choice past them. The harm done by someone who is upset that they are being “spammed” is far greater than the few people that you might convert with liberal permission marketing policies.

Although we have covered the standards of permission necessary to be successful, you will definitely find that the Email Deliverability Modern Marketing Guide will get you on the right track for successful email deliverability. Download it today! 

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Online Marketing News: Critical Personalization, Social Strategy Research & Marketers on Reddit

Why Creating a Personal Online Experience for Your Visitors Is Critical [Infographic] Did you know that 87% of companies that have implemented web personalization have seen an increased return in key metrics? There is certainly a strong case to create a personal experience for visitors to your website or blog. This handy infographic explains why one size doesn't always fit all. MarketingProfs What 51 Million Pieces of Content Say About Your Social Media Marketing Strategy [NEW RESEARCH] TrackMaven analyses "the social media content from over 40,000 companies across 130 major industries on four major social networks —Facebook, Twitter, Instagram, and LinkedIn — to provide businesses with relevant benchmarks for social media audience size, posting frequency, and engagement at an industry-specific level" in this new report. TrackMaven Reddit Intros New Ad Offering, 'Grows Up' and Says It Can Be as Big as Facebook Reddit announced that they're allowing marketers to sponsor user posts on the popular social platform. AdAge reports "On August 4, Reddit will debut a new ad offering called Promoted User Posts, which will give marketers the ability to sponsor user generated posts on Reddit's platform." While the benefits to the users are unclear, this could make huge headway for influencer marketers and consumer brands trying to reach a tough-to-reach audience. AdAge Google launches imported call conversions Google is now allowing advertisers using their AdWords platform to import call data, so they can better attribute leads and revenue driven by their ads and connect that to their return on ad spend. This has been available in a rudimentary form previously, but this new ability will step up visibility into ROI and user behavior. ClickZ Spotify Is Now Letting Brands Target Listeners Worldwide via Their Playlists Last week, Spotify announced that the music streaming service will be offering programmatic advertising to its user base for marketers, with targeting based on demographics like age, gender, location and listening habits like playlist and genres. AdWeek Google rolls out expanded text ads, device bid adjustments & responsive ads for native in AdWords According to Search Engine Land, "Google has officially launched expanded text ads. The extra-long ads with double headlines began rolling out across devices Tuesday morning." Google is also now allowing advertisers to start setting base bid adjustments by device, and announced the upcoming responsive display ads that will be served across the GDN. Search Engine Land Facebook Reports Seeing 2 Billion Searches Daily MediaPost reports that on Wwednesday, Mark Zuckerberg said that on Facebook, "people are doing more than 2 billion searches a day between looking up people, businesses, and other things that they care about ... One of the big growing use cases that we're investing a lot in is looking up the content in the ecosystem, and that is an area that we're very excited about, which helps people find more content." MediaPost ACSI report: Customer satisfaction increases for e-business despite dips in social media The American Customer Satisfaction Index has released their findings on how social media, search engines and news websites have impacted consumer perceptions of e-businesses. While satisfaction with e-businesses is continuing to improve, satisfaction on social media -- attributed in part to the rise of social customer service -- has dropped. Marketing Land Financial Times: People find mobile ads 'intrusive' and 'distracting' Financial Times released findings from a study of 1,300 readers, of which Digiday reports: "Half of respondents to a survey the FT conducted with Quantcast said mobile ads are more intrusive than desktop, although 37 percent of them said they’d be more influenced if the mobile ads they saw were more creative." Digiday What were your top online marketing news stories this week? I'll be back in two weeks with more digital marketing news! The lovely and talented Ashley Zeckman will be filling my spot on camera and on the blog next week with the latest and greatest in the world of digital marketing.

The post Online Marketing News: Critical Personalization, Social Strategy Research & Marketers on Reddit appeared first on Online Marketing Blog - TopRank®.

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Hit Gold with Paid Advertising, Understand the Landscape, Solve Problems, and Create Staying Power

It’s already the last Thursday of the month, can you believe it? In the past four weeks we have heard from Katrina Munsell, Group Manager, Content Marketing at Microsoft; Lauren Goldstein, VP of Strategy & Partnerships at Babcock Jenkins; Jesse Noyes, Senior Marketing Leader at Kahuna; and Michael Brenner, CEO of Marketing Insider Group. If you haven’t listened in, you still have a chance to catch up on this month’s Content Pros guests.

Hitting Subscriber Gold with Paid Advertising

Michael Brenner is a strong proponent of using paid advertising to drive your content to broader audiences that may not otherwise go to your site. He is experienced in making a strong case to CMOs that paid is the best use of marketing dollars to elevate your content game.

Using his tips on how to frame the conversation, where to pull money to support the effort, and which platforms to approach first, even the most timid of marketers can change the mind of a stubborn CMO.

On this podcast, Michael shares the following with us:

• How the rise of ad-blockers leads to reframing the conversation around content
• Why a campaign mentality means focusing on short-term and hindering your content growth
• Why measuring the ROI of paid activity means looking more closely at your subscribers

The Staying Power of Email

It’s easy to get caught up in focusing your time on learning the newest trends and apps. However, there is a familiar old friend out there sitting idle that, when harnessed correctly, can convert leads for you at a rate higher than just about any of those other social platforms.

Email, the stalwart of internet communication, is that best friend of content that you didn’t know you had. Katrina Munsell’s approach to crafting the perfect email has led to conversion rates of up to 50% and open metrics that are 11 times over rates from last year.

A few highlights from my conversation with Katrina:

• Why email can be the best vehicle for your content
• How focusing on the design of an email leads to better click through rates
• How multiple clicks can lead higher conversions than single clicks

Content That Solves Problem

There is such a drive to produce content these days that it’s easy to get lost in the weeds and focus only on the content at hand with hardly a glance toward what’s next. However, in order to really move a business forward, its content needs to serve a purpose and solve a problem.

With over 15 years of experience, Lauren Goldstein has the skills and knowledge to help B2B marketers recalibrate their content to be more effective and engaging. She has helped businesses change the conversation and define the art of what is possible for their business buyer.

Learn from Lauren about:

• How visuals lead to fulfilling content
• Why great content and storytelling means keeping the business outcome front and center in your mind
• Why bringing content to life means having a diverse set of viewpoints on your team

Understanding the Content Landscape

There is a new wave of multi-talented marketers entering the workplace and their arrival is fundamentally changing how marketing departments work from the bottom to the top. This rippling effect is requiring everybody to rethink their approach to marketing and organizational collaboration.

Jesse Noyes has experienced the evolving CMO first-hand, created departments that draw on the multi-disciplinary strengths of his employees, and mapped the origin of content throughout organizations.

Join Jesse to gain insight on:

• Why the diversifying abilities of marketing professionals means a shift in the background and focus of CMOs
• How good organizational structure leads to high velocity content
• How collaboration between marketing operations, analytics, and sales leads to a decrease in departmental contention

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