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 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.

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