Measuring social media can be like nailing jelly to the wall. Seriously, numerous social media conversations end with ‘how can I demonstrate the ROI?’ It begs the question, whether the right metrics are being measured in the first place.
Have you heard? CMOs are out, and the “hot” new title is Chief Marketing Technology Officer (CMTO). Well, if I was a CMO, I’d be pretty hacked off about that. And here’s why.
It’s not so much that the rise of the CMTO devalues Chief Marketing Officer as a title, and with it all the work that great CMOs have put in to establishing Marketing as a proactive and accountable voice within their organisations. (Though that’s true.)
It’s not even the fact that CMOs – juggling data, statistics, strategy and creative – have a hard enough job as it is, without being handed a brand new inferiority complex and told to rebrand themselves. (Though that’s also the case.)
It’s the Chinese New Year next week, so here’s a thought: Why don’t we all agree to make 2014 the year of the word? The year we step away from marketing buzzwords, and just say what we really mean?
If you’re a B2B technology marketer, the reports all say you’ve more than likely put content marketing (CM) at the top of your “must-do” list for 2014.
And why wouldn’t you? After all, we all know buyers are doing more research than ever before they engage with the sales process. Different studies cite different proportions of the journey that’s complete before they call: 60, 70, 80 percent… it doesn’t matter really – it’s a lot. The internet is just full of figures about how effective CM is: 62% cheaper. 3 times as many leads. 7 times higher conversion rate. The list is endless.
When 90% of buying journeys start with search, and revenue is the focus, it’s easy to see why some B2B marketers are falling out of love with social media.