Amid seismic shifts in technology and the macro economy, at least 3 gaps are emerging between marketing leaders.

SAP may be an old-line vendor in the technology space, but along the way to the top of the stack they figured out how to talk to their customers.
This SAP ad on Youtube does NOT talk about bits and bytes. It talks about what the tech can do for the biz AND for [...]

It’s probably data quality — labor intensive, behind the scenes stuff.
Good data is like jet fuel. The plane is beautiful and lovingly engineered, and it’s the part that the users actually see. But that gorgeously branded vehicle isn’t going anywhere without some liquid nourishment under the hood.
Kudos to by Ben Bradley at Macon [...]

This is the part where we admit that your customers can’t predict their own behavior.
What people tell you they like or think or want to do is different from what they’re actually going to do.
Especially if your business objective involves parting customers from their money for any reason.
The answer?
Test.
Create a situation where a couple of [...]

I like to base my calculation of conversions on % of my total list [target universe] who converted. Now, % of clickthrough is the usual denominator. But I think that sets the bar too low.  I want to keep the focus on relevance to the total known target universe.
Why?
In my world, there are no [...]

And now, a shout out to the marketers at Sprinkles. This is one for the swipe file.
B2B comrades, this strikes me as interesting. Maybe there’s an equivalent in our world.
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My husband is on every email list known to humanity. One of them sent him an email (reproduced at the end [...]

Awareness is a common goal of marketing.
The assumption, of course, is to know me is to buy from me. Image advertising. Being funny, memorable, businesslike, serious, whatever we think will help the customer remember us.
You know the textbook example of great awareness/brand marketing? Movie marketing for Snakes on a Plane. It went viral months [...]