Springfield in our home province of Canterbury used to be mostly famous for its giant donut (a homage to its cartoon namesake), but it has now hit the national consciousness as having the ‘’rudest café in New Zealand’. While the humble restaurant has generated a mountain of publicity, it’s not a marketing approach we would typically recommend. Here’s some other ideas.
While most self-respecting tech companies would prefer to hire another coder than risk their cash on a marketer, the time does come for many to contemplate building an in-house resource. That resource needs to be focussed not on the fluffy promotional stuff, but on programmes that generate qualified leads for sales. But what skills and capabilities does this person need? In this blog, Greg identifies the key strengths your marketing superstar will need to succeed.
Left brain and right brain in perfect harmony
As technology has become more central to marketing, technologists and marketers have to work together more and more. Marketers don’t tend to have the necessary skills and disciplines to drive this martech effectively – hence the need for developers. We’ve certainly seen the results of marketers rushing to implement marketing technology, without clear requirements and good implementation processes. This fascinating article digs into this burgeoning relationship, and what the two groups have in common.
When a top 100 New Zealand company needed to redevelop their website on the HubSpot CMS, we were chuffed they chose Concentrate. They needed HubSpot ninjas with the agility of a ballerina to meet a tough deadline, and we delivered, achieving a 38% increase in traffic. Read the full story here.
As the old joke goes, the much vaunted ‘paperless office’ is as likely as realising the vision of a paperless toilet. The same scepticism comes to mind when reading that the MarTech Conference in the US have adopted the tagline ‘’martech is marketing’’. And while the number of marketing technology vendors has exploded from a few hundred less than a decade ago, to over 7,000 now, to give marketing completely over to technology is paperless toilet territory. For more, read this thoughtful consideration of the topic by respected US martech advocate Scott Brinker.
While our moral panic continues over the evils of social media, there are oases of great value on the internet. The huge array of quality courseware is one. For B2B marketers the resources available to self-educate are incredible. At Martech Advisor, they have done a great job of summarising some of the best sources for free marketing courses.