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Marketing needs to be more Adaptive!
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Paul — Two questions come to mind after a quick read of this.
1.) Does your forward looking (windshield) data set supplant market management/product marketing or is providing the analysis to that function in order to speed up and improve the decisions around markets, desired products, etc.?
2.) How do you account for data that may not be available in a real-time view of a market? Some data just isn’t moving at the speed of today’s decision-making processes.
I 100% love the idea of marketing becoming more nimble and opportunistic. I think one of the challenges — which you touch on with the comment about year-long media plans — is budget. Marketing is under pressure to justify every dollar, which in turn reinforces the year-long planning approach. Firms need to get comfortable with the notion that markets will have shifted before the midpoint of each year. Rather than pigeon-holing every dollar to a specific activity or campaign, they need to consider setting quarterly spend targets and empowering the marketing leadership to utilize those funds as market opportunities arise.
@Alan – thanks for the comments
1) no it doesnt replace it – it could feed into some master dashboard (which is where I think we are going) because ..
2) you’re right not all data moves at the same speed so I think you need a blend of both realtime data and data that moves say monthly or quarterly etc
great comments
I can’t imagine anyone disagreeing with the overall statement here: That marketing needs to be more nimble and driven by data (preferably normalized and consumable data).
So let’s assume that the marketing organization *does* have the raw data, but it’s not consumable. Let’s say you have data available through Web analytics, and marketing automation, and your CRM,and maybe some other a la carte sources.
What’s the magic overlay that pulls it all together into dashboards the help you manage revenue performance (because ultimately it’s all about ensuring that every dollar is being maximized to drive revenue, right?) A BI tool of some kind? Discuss.
@Amy – thanks for commenting – yes thats it – many firms I am talking to are working on that – including Networked Insights
Its a very exciting time to be a marketer and be able to see what we can now that we couldnt see even a year ago!
Hey Paul, I saw the title and just had to comment because it is something I have been saying for years. Not just in marketing, but in life as well, adaptation is becoming a very rare skill for people to posses these days IMO
@Jason – Congrats Jason you are clearly ahead of your time 😉
Since I’m writing a white paper entitled “The CMOs Guide to the Crazy New World of Marketing” this post struck a nerve. Marketing is changing at lighting speed, so marketers need to adapt – and measure – like never before. Having the ability to make sense of the data – looking both forwards and backwards – is critical today.
Looking forward to your appearance on Mad Marketing TV too, Paul.
Jeff