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The marketing performance blueprint : strategies and technologies to build and measure business success /
Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons,
[2014]
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- THE MARKETING PERFORMANCE BLUEPRINT; Contents; Foreword; Acknowledgments; Introduction; Underprepared and Underperforming; Build a Performance-Driven Organization; Accelerate Success; Section I: The Backstory; Section II: Marketing Talent; Section III: Marketing Technology; Section IV: Marketing Strategy; SECTION I The Backstory; Chapter 1 Mind the Gaps; The Marketing Talent Gap; In Search of the Unicorns; Fill Marketing Talent Gaps; The Marketing Technology Gap; Fill Marketing Technology Gaps; The Marketing Strategy Gap; B2C and B2B Consumers Take Control; Going Inbound.
- Fill Marketing Strategy GapsThe Marketing Performance Gap; Fill the Marketing Performance Gap; Chapter 2 Commit to Digital Transformation; Adoption and Adaptation; Obstacles to Evolution; Accountability; Complacency; Conservative Culture; Lack of Knowledge and Talent; Power Struggles and Politics; Silos; Legacy Systems and Technology Fatigue; The Exposed Brand; The Underdog Opportunity; SECTION II Marketing Talent; Chapter 3 Build a Modern Marketing Team; A Talent War Has Begun; Transformation of a Traditional Marketer; Anatomy of the Modern Marketing Team; The Marketing Organization Chart.
- Rise of the HybridsThe Science of Recruiting; Step 1: Map Skills Gaps; Step 2: Define Candidate Personas; Step 3: Adjust Brand Positioning; Step 4: Create Candidate-Focused Content; Step 5: Build Landing Pages with Profiling Questions; Step 6: Score and Segment Candidates Using Behavior-Based Signals; Step 7: Activate Automated Email Workflows; Chapter 4 Construct an Internal Marketing Academy; Keeping Pace or Falling Behind?; Outliers and Innovators; The Role of Online Education; An Internal Academy Model; Step 1: Appoint an Academy Leader; Step 2: Define Academy Goals.
- Step 3: Conduct a Skills AssessmentStep 4: Build the Curriculum; Step 5: Map Standard Paths; Step 6: Personalize Individual Assessment Plans; Step 7: Establish a Feedback Loop; Step 8: Develop Support Systems; Step 9: Automate Management Emails; Step 10: Create a Measurement and Recognition System; Step 11: Conduct Performance Reviews; Chapter 5 Propel Growth through Agency Partners; The Marketing Agency Ecosystem; Finding Your Match; 1. Partner with Performance-Driven Firms; 2. Assess the Account Team; 3. Find Tech-Savvy Firms; 4. Demand That Digital Is Ingrained in Their DNA.
- 5. Invest in the Doers6. Seek Systems for Success; 7. Find Partners, Not Providers; Turn to Partner Programs and Marketplaces; Managing the Outsourced Team; Agency-Side Factors; Client-Side Factors; SECTION III Marketing Technology; Chapter 6 Create a Connected Customer Experience; It Is Their Journey, Not Yours; The Impact of Automation; Automation at Work; Algorithms and Artificial Intelligence; Origins of the Intelligence Engine; Meet Watson, Your New Machine Overlord; Lets Get Contextual; Marketing in a Multiscreen World; When the Cookie Crumbles.