Robert Jackson

Such valuable insights shared by Elana Anderson! Thank you for your contribution to the discussion on marketing and customer relationships. It's clear that data and insights are crucial for effective customer cultivation. However, the use of CDPs may perpetuate the problem of technology overload for marketers. Instead of solely relying on technology, it's time to focus on data strategies that solve business objectives. Identifying those objectives and the necessary data to support them should be the priority, recognizing the the martech technology is secondary. Quite frankly if we get the data right, ALL tools are effective. It's time to shift the focus back to the root of the problem - data. Let's work towards effective data strategies to cultivate the customer relationships marketers covet. #allantgroup #thecustomer, Mike Giambattista, Elana Anderson, Tim Suther, Marc Fanelli, Triadex Services Charles Howley, Jay Graves , Greg Mesaros.

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Many BDs and marketers claim that open rate is not an important metric at all, and only reply/book rate matters. I disagree. Open rate tells one important thing: how compelling and catchy your letter's topic and body preview are, and how effectively they draw people to open and see what’s inside. So basically, how attractive your candy's wrapper is. It's your hook. If the content inside overdelivers on the promise in the hook + if their quick research about your company satisfies them + if they have unresolved pain that you claim to solve, they will very likely reply. So open rate is an important piece of the puzzle. A small one, but an important one. Agree?

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This is certainly a change in direction from Google. A lot of time and energy was spent in the marketing and MarTech space planning for this change for it to seemingly be all for naught. However, the conversation it drove around first-party data was an important one, and one that I think ultimately benefits marketers and customers in the long run. #customerexperience #firstpartydata #marketing #martech

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Most #intentdata in the market right now in 2024 is the same intent data as 2014. Co-op data emerged in roughly 2010 and took off when Madison Logic spun off Bombora in 2014. Bidstream intent emerged around the same time. Both track engagement with webpages by topic or category, both techs haven’t changed all that much in 10+ years. The packaging and “activations” have taken on new personas, even entirely new companies using the same data have emerged, but it’s all the same base tech and concepts, and this data is readily available. The future of intent data is proprietary, custom built audiences tracking not just signals but #signalsthatmatter #gtm #b2bmarketing

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LinkedIn's venture into Connected TV (CTV) advertising highlights a significant shift in B2B marketing, aiming to intersect personal and professional lives of users. By tapping into streaming platforms such as Roku, Samsung, and NBCUniversal, LinkedIn provides its B2B marketers with an innovative channel to engage with audiences beyond the typical work environment. This expansion underlines the platform's unique approach—utilizing detailed user data to target ads more effectively, based on professional roles and workplace information. Explore how LinkedIn’s new CTV placements can enhance your B2B marketing efforts. Learn more: https://buff.ly/3PSDLfa #marketing #advertising #digitalmarketing #content #cmo

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1 Comment

Traditional MMM uses a maximum likelihood approach. This means that the results are purely focused on the correlations in the data over time. The reality is that this kind of analysis uses data that no marketer or manager would trust 100% to guide decisions. The #Bayesian estimation approach allows its users to incorporate multiple sources of information, including but not limited to MTA & incrementality testing results. By doing so, the model is more informed and more consistent with the brand's larger information estate. The more you know!

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2 Comments

A significant success story in content marketing recently unfolded with Jim Bentubo, B2C Content Marketer of the Year, helming the charge. With a team by his side, he led the way to redefine the corporate blog into a conversation-like platform at Ally Financial. Not just any platform, but a data-fueled one that skyrocketed to 4 million page views in the first year alone! Observing this achievement truly sets my mind racing! 📈A milestone this lofty serves as a testament to the immeasurable power of innovative content marketing and creative storytelling. Now, more than ever, it's startlingly clear that professional communication methods are rapidly evolving. Today it's not enough to stick to traditional, unilateral communication; we are progressing toward intuitive, two-way engagements. How refreshing! 💡What truly intrigues me is the scope and the scale of Bentubo's plan. It's not just another content marketing success—it's an exceptional example of engaging content creating footfall and delivering on bottom-line numbers. All signs signal a future where established corporate strategies will increasingly converge with innovative content displays, embracing this conversational style. ✍️ How smart to leverage stories that appeal to our innate human sense of curiosity and interest; an excellent reminder for all content creators that storytelling metrics cannot solely rely on numbers! Don’t forget that behind each figure is a person yearning for connectivity, relevancy, and authenticity. Here's my prediction: 🔮 Virtually flush with interactive and engaging content, Firms will comprehensively streamline blogs and other web content to further facilitate two-way communication with clients - no more behind-the-screen protocols! 🔑 Adapting two-way communication strategies within existing platforms can result in surplus feedback fires - igniting raw, unfiltered data! Take a pause and think about this: 🌐 As we charge forth into this digitized space, are we investing enough in technological infrastructure and expert talent to fan these feedback fires? Bentubo's approach gave Ally Financial an edge, but content marketing, like all fields, will continue evolving, innovating, and posing new challenges. As we navigate these curvy roads, remember one piece of undying wisdom: "Innovate or stagnate". Stay consistent, stay adaptable, and bloom amidst the rubble. Professional communication is definitely evolving. And honestly, it's quite the thrilling ride! How are you tuning your content strategy to engage better with today's demanding consumer? #ContentMarketing #Evolution #Innovation Note: Remember, this is not an endorsement or promotion for any individual or organization. It's merely an observation on the shifts in content marketing through notable industry examples.

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Today’s commentary from Digiday points to industry action accelerating around supply-side technology consolidation. “We’re probably looking at cutting out 60% of our partners,” said the head of programmatic on behalf of advertisers at a global agency who asked to remain anonymous due to the sensitive nature of the issue.  That’s around five of the dozen supply-side platforms (SSPs) the agency works with, continued the exec, who added, “they’re the ones we can really trust.” Last month, Jounce Media released their annual State of the Open Internet report. While this report is always a must-read for the industry, this version will prove to be one of the most consequential pieces of research for the industry in 2024, particularly the section on “Bid Congestion”. The supply-side consolidation theme (also referred to as SPO) has been an active conversation in the industry for years. Jounce’s latest research, among other recent events, have reignited much needed industry action around SSP consolidation. The high level technical conclusion of Jounce’s findings, can be summed up pretty concisely: “The solution to this problem is fat pipes. It would be far better for our hypothetical DSP to accept 1.5 million QPS from 2 SSPs than to accept 100,000 QPS from 30 SSPs.” Jounce notes that this is not only an improved model for most DSPs, but importantly, their end customers (agencies and brands) as well. Industry momentum behind supply-side consolidation is entering a new phase of meaningful action. Backed by a number of converging focal points, including sustainability, the industry is starting to break through the historical barriers holding back these important changes.

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I started in marketing ops 14 years ago. The complexity in MOps is 10x what it was. Here are 5 reasons why: (1) More tech, more processes, more data Companies have been building a very complex and interconnected tech stack, processes, and data for a long time now. This leads to a situation where it's very easy to fix one problem in one place and create a problem in another. (2) The SaaS downturn  The last few years have been rough on SaaS companies. In response, teams and funding for Ops got cut. This meant that the required investment into GTM ops has been no where near enough for 2-3 years. The result is poorly implemented tech and bad data. (3) Tech debt The above two issues lead to tech debt. Most companies only pay the interest on their tech debt and not pay down the debt itself. Navigating tech debt makes any new project way more complicated. (4) Team turnover Ops has always been a high turnover role. Add in layoffs. And it's like you've had a dozen different contractors try to build a house after one another. That story doesn't end well. (5) More stakeholders Because of the downturn more stakeholders are involved in projects. On one hand, this is good for alignment. On the other hand it adds a lot of chefs in the kitchen. So, what do do about all this: (1) Pay down your tech debt (every new project should factor in deprecating old data/automation) (2) Retain and empower your team (give your ops team the budget and resources they need for the difficult job they have) (3) Reduce accumulated tech (get rid of shelfware, deprecate old processes, consolidate tech) Not an exhaustive list. But a good start.

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10 Comments

“Spend $$$ more in channel X and spend $$ less in channel Y” is the kind of recommendation a good MMM (media mix model) will provide. It’s usually sound advice that results in increased profits (or whatever outcome the model is designed for) when implemented. Remarkably though, even when brands have access to excellent MMMs, this advice often goes unheeded, and budgets do NOT get re-allocated, leading to continued sub-optimal spending. Whatever the reasons are for this inaction, it’s a lose-lose situation. Ugh. Imagine if there were a piece of technology that automatically made these recommended budget reallocations. Seems like this would be a big win and a powerful way to overcome organizational inertia. And in a world of super-robust APIs into virtually all of the major ad platforms, this is totally do-able. Turns out some smart folks are working on this. Considered by many (or at least by me) to be the OGs of Google & Meta campaign management SaaS, Wister Walcott, Christopher Lien, and the team at Marin Software has this tool live for a bunch of brave partners ready to operate at the bleeding edge. It’s advanced stuff that’s not for everyone but I’m excited to see more brands adopt it because it makes a ton of sense and I predict it’s going to become much more common in the quarters and years ahead because it solves such an important & high-impact problem.

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💡🗓️ With some of my favorite GTM conferences coming up in November, Marketing Ops Community's Mops-Apalooza 2024, CMO Huddles's CMO Super Huddle, and GTM Partners's Better Together 2024, I’m inspired to share how to overcome one of GTM Ops’s most common problems, data chaos. I’ve seen firsthand how chaos can unfold when data is scattered across various systems, especially when manual input is involved. This can lead to errors and inefficiencies, making it difficult to make informed decisions. To tackle this issue, I’ve found that conducting a process mapping exercise for your revenue technology stack can be a game changer. It helps you understand how data flows through your organization and highlights areas that require attention. Step 1: Data Collection Start by gathering all relevant data from your different sources, like CRM systems, marketing platforms, and financial tools. It’s crucial to ensure that the data you’re collecting is accurate and truly relevant to your go-to-market strategies. Step 2: Visual Representation Once you have the data, turn it into a visual format. Creating flowcharts or diagrams can make complex information much easier to digest. This step is about clarifying connections and helping your team understand how everything fits together. Step 3: Identifying Gaps and Redundancies With a clear visual representation in hand, look for gaps and redundancies. Are there areas where data is duplicated or not flowing properly? Identifying these inefficiencies is key to improving your operations. Step 4: Improving Efficiency Finally, use what you’ve learned to find opportunities for improvement. Whether it’s streamlining processes, automating tasks, or consolidating data sources, taking action on these insights can greatly enhance your data integrity and help your team make better decisions. In the end, managing data chaos doesn’t have to feel overwhelming. By embracing a process mapping exercise and visualizing your findings, you can drive efficiency and set your organization up for sustainable growth. You’ve got this! #MarketingOps #GTM #MarketingOperations #MOpsCommunity #OpsLeaders #MarketingOpsMatters #CMOCommunity

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7 Comments

Stop Burning Ad Dollars – Enterprise SaaS advertising isn’t just hard—it’s a minefield of wasted spend, wrong metrics, and missed opportunities. But it doesn’t have to be. In my latest blog, "How to Unf*ck Your Ad Spend – Part II", I break down the Five Pillars of SaaS Advertising Success and how you can: ✅ Nail your targeting with precision ✅ Craft creative that actually stops your audience in their tracks ✅ Choose the right platforms for every stage of the buyer journey ✅ Align your ads to real business outcomes (not just clicks) And here’s the kicker: I’m not talking theory. These are actionable strategies built for the real-world chaos of enterprise GTM motions. Whether you’re struggling with attribution, lackluster ROI, or just trying to avoid “that meeting” with the CFO, this framework has you covered. 💡 Pro tip: The quickest win might not be where you think. Sometimes it’s about tweaking what happens after someone clicks your ad. 👉 Ready to stop wasting money and start driving meaningful results? Check out the blog [link in comments]. Let’s fix your ad spend and turn it into a pipeline powerhouse. 💪 #EnterpriseSaaS #B2BMarketing #AdSpend #SaaSAdvertising #ABM #GrowthHacking

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As a product marketer, when a competitor just decides to shut down, there's definitely not a playbook. But having products that literally match up to Grapeshot and Moat makes it painless for customers to start transitioning. https://lnkd.in/g4tJpKVT #oracle #grapeshot #moat #bearsinhats

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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New ebook just dropped The Marketing Ops Guide to Product-Led Growth Everything from product data, to data warehouses, to dealing with data team objections, this guide is geared for MOPs pros at PLG companies as a guidebook for navigate the differences from a sales-led org. https://lnkd.in/eXsXnemn

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+1 for AI technology! The power of social influencers and creators is undeniable for marketers. That is why we so thrilled that KERV AI will help power the next generation of Social advancements for Digitas North America 💥 💥 By integrating our KERV Interactive patented AI with the Digitas S.W.A.T. Suite, we’re advancing social commerce and cultural moments by making influencers interactive, actionable and shoppable, thereby shortening the path to purchase and driving meaningful business outcomes. Shout out to our co-pilots on this journey: Amy Worcester Lanzi, Christina Goswiller, Stephanie Muse, Melissa Berger, Dan Fanelli, and more. Curious? Drop us a comment to learn more. #AI #SocialCommerce #Outcomes #InteractiveAdvertisingFuture

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Curious about how a clean room operates? Check out this demo to experience the capabilities of the LiveRamp Clean Room powered by Habu! Learn how you can run straightforward queries, generate comprehensive reports, and consolidate data from all channels seamlessly—all without any coding required.

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Meet the people-first GTM funnel. Mark and I were having dinner together last week and mapped out this entire model (a lot more to come), but I think it represents how people buy today. All right, let's break it down... There are two things to think about first before getting into the funnel. • Qualification: Meet your ideal customer profile through firmographic, demographic, and psychographic rules. • Intent: Understand signals from subscribers, members, and customers for better sales and marketing actions. Subscribers: Capture your ideal audience with high-value content. Aim for qualified subscribers who fit your customer profile. Subscribers are the new leads. Owned at the forefront vs rented. Members: Build an engaging, free, or paid community to network and discuss. Aim for members who meet your criteria. Customers: Offer tailored products and services to fit customer needs and increase usage and retention. Turn customers into advocates. So there you have it—a real and tangible way to measure whether you're doing and following People-first GTM. Much more to come on this. What do you think? Disagree? Agree?

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Adtech M&A is certainly heating up. Last week Digiday reported that Teads is exploring various sale options. This kind of news piques our Quo Vadis curiosity. So we did our best to puzzle together a fundamental valuation model. As imperfect as it may be, our model tells us that $2.2 billion is close to the magic number. Get the details and see how we get there: https://lnkd.in/ee6wEyXM Subscribe to Quo Vadis to follow this very interesting adtech valuation story! #adtech #programmatic #radicaltransparency

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