Mike Lees’ Week in Review: CEOs Taking Marketing Seriously, Data-Driven Marketing for Small Business, Personalized Marketing and More

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Marketing is critical to the success of a company, right? You would think that this was a commonly held belief but the true test is if the CEO sees marketing as a high priority. Forbes talks about this in their coverage of the CMO Impact Study I tweeted last week.

Many small business embrace analytics to a degree through their website metrics and their email marketing dashboard and in many cases this is where their data-driven marketing begins and ends because many believe that anything more is for the enterprise. Not so fast. I tweeted a great piece from Business2Community that talks about how small businesses can segment and target their customers and prospects more effectively by tying all of their data points together.

When we think about taking a personalized approach to marketing, it’s important that you have enough insights in order to really be effective, in the CMO.com article I tweeted it talks about how 70% of buyers journeys are already completed before any human contact is made. That’s why personalized marketing is so important. Speaking of Human to Human marketing (H2H), I have also been talking to Bryan Kramer, Author of Shareology and CEO at PureMatter, about the fine line between personalization, privacy and the potential creepiness factor. If you’re not already a part of his #H2HChat on Twitter every week on Mondays, you should consider joining in.

Would love if you would join the conversation.

Michael Lees is Chief Marketing Officer at WealthEngine. His “Week in Review” is a weekly round-up of conversations, insights and inspiration he’s discovered around the web. Have something you want him to take a look at and weigh in on? Tweet him @michaeljlees and tag #WECMO.

Want a demo of WealthEngine to see how WE can help you with audience development, marketing personalization and wealth insights? Share your contact information and we’ll be in touch soon.

Mike Lees’ Week in Review: Being a CMO, Big Data in Retail, Marketing Analytics and More

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Being a CMO means traveling. A lot. Being a 2-continent dad, also means traveling.  A lot. (It also means I write and tweet less!!). Last week was one of those weeks….starting in the UK and then taking me on to the JCK Conference in Las Vegas on Wednesday, where I hosted a panel “Changing the Game: Big Data in Retail”.  The panel’s message was clear….big data’s biggest impact in retail for the foreseeable future will be to support better prediction around which prospects and customers are buyers and which are not!  

In between traveling across several time zones, I read about why marketing analytics projects end up failing. I loved it because it played so well to the messages we heard from the customers on our panel.  They succeeded in their projects around predictive prospecting because:

  • They were focused (they were clear that they wanted the data to identify the characteristics of their best customers).
  • Their outputs were simple and consumable ( insights need to drive decisions, not more data and too much analysis). 

Why have your projects succeeded? Won’t you join the conversation?

Michael Lees is Chief Marketing Officer at WealthEngine. His “Week in Review” is a weekly round-up of conversations, insights and inspiration he’s discovered around the web. Have something you want him to take a look at and weigh in on? Tweet him @michaeljlees and tag #WECMO.

Want a demo of WealthEngine to see how WE can help you with audience development, marketing personalization and wealth insights? Share your contact information and we’ll be in touch soon.