Leave a comment
Bruno Aziza makes the case that the role of CMOs are changing. These "new marketers" are now focused on:
  • The infrastructure of a site - applications, analytics, and user behavior
  • Understanding that their opinions are a poor representation of their users
  • Establishing their web sites as a "product" where visitors can accomplish something rather than just read about it
  • Determining their visitors' pain points and addressing them
  • Understanding "deal biometrics" - or how the sales process operates across the entire company
  • ET

    Everette Taylor

    over 5 years ago #

    Marketing is still marketing, that's if you stick to what marketing ideally is about and that's getting results. I believe some marketers have strayed away from this, implementing a bunch of strategies that don't get results or have analytics to back up their decision making. I think its still marketing, its just evolving with the times.

  • SE

    Sean Ellis

    over 5 years ago #

    The author talks about changes in the CMO role, but most of the focus of the article is in areas that haven't changed - the fundamentals. In my mind, the area of marketing that has changed the most in recent years is around the external customer acquisition opportunities.

    Still, it is a very good post about the fundamentals. I like that the author points out that only the biggest companies should really worry about the philosophical goals of a website - such as establishing thought leadership. His suggestion that the best marketers have a product mindset is also really interesting. I love the idea that the website is an extension of a product and like any good product it should solve the customers' real problems (such as bridging the need with the right solution).

    I also agree with his assessment that the lack of integration between sales and marketing processes in most companies is a huge problem. This problem has been around forever. More leads is not always the answer. Conversion rates are a function of both the sales process and the quality of the lead. Marketing and sales teams that don't work closely together waste a lot of time finger pointing when numbers are missed.

    Definitely worth reading the full article.

  • PO

    Paul O'Brien

    over 5 years ago #

    Love these discussions but they always make me wonder if marketing really is changing or if we're reverting, out of the past couple decades of online, to good old marketing fundamentals; with online a part of the mix.

    • TW

      Talia Wolf

      over 5 years ago #

      I completely agree. One of the key trends we see happening over the past few years is bringing the offline world to the online. The good old marketing fundamentals which started with door 2 door sales are now being moved towards the online and it's fascinating to watch. With the click to back going just under 2.3 seconds we don't have the amount of time a TV ad or a magazine brochure has to convince people and it is very interesting to see how marketers adapt.

      One of my key examples to this subject is the difference between cellular ads on TV to cellular ads online. TV ads are far more emotional, provoking us to feel something towards the product -friendship, connecting to our family, while online marketers show an iPhone and write the price next to it. :)

      • PO

        Paul O'Brien

        over 5 years ago #

        What gets me is the basic understanding of marketing. Today, far too many think marketing means advertising or customer acquisition without realizing the role it plays in design, customer service, market research, etc. Online has taught everyone to look to actual metrics to determine what's right/works at the expense of traditional marketing which would validate segments, ideas, markets, etc. much more effectively.

        For example, we shouldn't have something in the order of 3 or 4 DOZEN project collaboration platforms that are all almost identical. That's simply evident of a complete lack of marketing to determine what people actually want and design for that. Rather than building right, people are building for what they think the market wants then turning to marketing to simply get customers and using that to "validate" that they are right.

        • TW

          Talia Wolf

          over 5 years ago #

          I couldn't agree more. Especially regarding the collaboration platforms which are all just copies of one another. People create complete product considering all types of metrics but forget the most important one - what their customer actually needs.

  • CC

    Chris Conrey

    over 5 years ago #

    If you think that tomorrow will look like today or yesterday you're in for a shock.
    That's the TLDR version here.

Join over 70,000 growth pros from companies like Uber, Pinterest & Twitter

Get Weekly Top Posts
High five! You’re in.
SHARE
12
12