Imagine it’s the mid-1920s – the Roaring Twenties are going strong and everything seems to be positively peachy. One man thought things were perhaps going a bit too well in fact. Joseph P. Kennedy, Sr., father of a future president started to get the feeling that he was experiencing a stock market bubble. As the story goes, he knew it was time to get out of the market when he started receiving stock tips from a shoeshine boy. In 1929, the stock market experienced a massive crash and our country entered the Great Depression. This story is one of great fortune for the Kennedys as they were able to weather the times very well indeed. It’s also an interesting story of the power of observation and the ability to spot (for lack of a better term) hype.
In HBO’s uber popular drama series “Game of Thrones,” a major plot line revolves around the “War of the Five Kings” – an ongoing war between five powerful families over who shall sit atop the iron throne of power.
In digital marketing, we have another type of battle brewing – call it the “Game of Clouds,” in which technology giants such as Adobe, IBM and others are fighting for the hearts and minds (and dollars) of marketers with a growing suite of cloud marketing applications.
I’m headed off to London for a few weeks to see a few of our partners and customers, which I always enjoy. Although, to put it mildly, I am really not a fan of sitting on a plane for more than a few hours. In preparation for the long flight, I thought an upgraded seat might make the 12-hour trip a little more bearable.
To take care of it in advance, I logged into the airline’s website, put in my confirmation code and voila: My flight details appeared. Things seemed pretty typical and straightforward as with any airline website, and by clicking ‘change my seat’ I was brought to the seating chart. It was very clear that there were a number of upgraded seats available, but when I clicked on them nothing happened. Frustration began to set in pretty much instantly and then I just started clicking all over like a hyperactive two-year-old who has never used a mouse before… Nada.
Over the last few months we’ve rounded out our executive team rather nicely, which included the appointment of Tracy Hansen as our CMO. She’s a fantastic leader and a bad ass, and I’ve already spent quite a few hours dreaming up a million awesome things that we can do together. One thing we’ve been talking a lot about is culture and how we should define and amplify it here at Tealium. We talked about barbeques, happy hours, surf lessons, a knitting team, kickball, etc. All of these ‘events’ would most certainly bring people together, but how would that help to define our culture?
Like many warm-blooded guys, I prefer to hit the web when searching for my favorite style of sneakers. Last week, I found the exact shoes I wanted on a great e-commerce site for an awesome price. I had to jump on it so I immediately added them to my cart. Of course, I am easily distracted pretty much by anything and everything (SQUIRREL!) and ended up not buying the shoes at that moment.
Friends, I have something very serious to discuss with you today. As you may have heard, there is a huge problem greatly impacting all of us. In fact, should we not do something about it, I would go so far as to predict that the end is nigh. It may be too late to save some of you, and for that I’m very sorry. You see, you have all been affected by a “big data” problem.
You didn’t know you had a big data problem? How could you not? It seems like every time you turn around, someone is telling you about how you need a solution for your big data problem. Just doing a quick scan of the recent news, I can see some compelling articles:
Many conferences come and go, but eMetrics continues to grow, attracting professionals from top brands in almost every industry from financial services and healthcare to retail and technology. Not only because it is one of the major events for the digital analytics community so many of us at Tealium have been a part of for years, but because it never fails to deliver compelling and insightful content. As Jim Sterne, the founder of eMetrics so accurately conveys, “eMetrics is all about the community. What started out in 2002 with just 50 people and spawned the DAA has now grown to over 5,000 attendees.”
It’s hard to believe, but we’re already well into the first quarter of 2014. Knowing this, we thought it would be a great time to summarize some of the most popular predictions creating buzz from a few of our super savvy partners who know more than a thing or two about digital marketing.
Take a look of what these industry veterans have to say on a variety of topics ranging from big data, mobile, omni-channel, predictive analytics and more, and how these hot topics of discussion will evolve throughout the remainder of the year.
Editor’s Note: This is part of an ongoing series of interviews with digital marketing thought leaders. This week, we sit down with Joe Lucas, Director of Demand Generation & Marketing Operations at InsideView®, which provides CRM Intelligence™ to drive marketing, sales and account management results. InsideView provides the data, insights and connections that make every prospect and customer conversation more relevant, valuable and productive. InsideView is used by more than 350,000 sales and marketing professionals, and in over 13,000 market-leading companies.
Hi Joe, thank you for taking the time to talk with us today. Tell us about your digital marketing operations – what is your overall lead generation strategy, and how many leads do you bring in each month?
We have a fairly standard inbound marketing approach. We invest in content marketing, have a strong social presence, and back all of that up with a supporting paid media and retargeting strategy. Obviously, we also use our own technology to enable our sales teams, create more effective outbound campaigns, and make our lead nurturing programs more relevant and timely. This year we’re also going to add a strong field-marketing program, which is pretty exciting to me. Technology has really impacted more traditional forms of marketing in ways that make certain activities that were once out of reach for small companies effective again.
Right now we are averaging about 7,500 leads per month from all of our efforts combined.
I suppose when you’ve been in the digital marketing space long enough, frustration will inevitably take hold when working with your marketing data. I think I do a reasonably good job of brushing off the typical day-to-day stress inducers while trying to make sense of analytics, but one thing occurred to me recently: Some of the things that cause my left eye to twitch ever so slightly are just too frequent to let stand. Enough is enough, and I must therefore admit to you that I’m indeed in an abusive relationship with my data.
An abusive relationship is one that can be defined by how you are meant to feel by the alleged abuser. Do you often feel humiliated, your accomplishments belittled? Are you embarrassed for your friends and family to observe your interactions? I submit to you that marketing data has so often done these things to me that I had to reach out for help and identify this problem.
If you find yourself in a similar situation, please know that you’re not alone. I sympathize with you, my fellow marketers, and for this purpose I have provided the following top five reasons why marketing data should be treated carefully. Hopefully these insights will help you as much as they did for me to confront and alleviate the problem for a lasting, loving and healthy relationship with your data: