The Marketing Performance Blueprint : Strategies and Technologies to Build and Measure Business Success.

Intro -- THE MARKETING PERFORMANCE BLUEPRINT -- Contents -- Foreword -- Acknowledgments -- Introduction -- Underprepared and Underperforming -- Build a Performance-Driven Organization -- Accelerate Success -- Section I: The Backstory -- Section II: Marketing Talent -- Section III: Marketing Technology -- Section IV: Marketing Strategy -- SECTION I The Backstory -- Chapter 1 Mind the Gaps -- The Marketing Talent Gap -- In Search of the Unicorns -- Fill Marketing Talent Gaps -- The Marketing Technology Gap -- Fill Marketing Technology Gaps -- The Marketing Strategy Gap -- B2C and B2B Consumers Take Control -- Going Inbound -- Fill Marketing Strategy Gaps -- The Marketing Performance Gap -- Fill the Marketing Performance Gap -- Chapter 2 Commit to Digital Transformation -- Adoption and Adaptation -- Obstacles to Evolution -- Accountability -- Complacency -- Conservative Culture -- Lack of Knowledge and Talent -- Power Struggles and Politics -- Silos -- Legacy Systems and Technology Fatigue -- The Exposed Brand -- The Underdog Opportunity -- SECTION II Marketing Talent -- Chapter 3 Build a Modern Marketing Team -- A Talent War Has Begun -- Transformation of a Traditional Marketer -- Anatomy of the Modern Marketing Team -- The Marketing Organization Chart -- Rise of the Hybrids -- The Science of Recruiting -- Step 1: Map Skills Gaps -- Step 2: Define Candidate Personas -- Step 3: Adjust Brand Positioning -- Step 4: Create Candidate-Focused Content -- Step 5: Build Landing Pages with Profiling Questions -- Step 6: Score and Segment Candidates Using Behavior-Based Signals -- Step 7: Activate Automated Email Workflows -- Chapter 4 Construct an Internal Marketing Academy -- Keeping Pace or Falling Behind? -- Outliers and Innovators -- The Role of Online Education -- An Internal Academy Model -- Step 1: Appoint an Academy Leader.

Step 2: Define Academy Goals -- Step 3: Conduct a Skills Assessment -- Step 4: Build the Curriculum -- Step 5: Map Standard Paths -- Step 6: Personalize Individual Assessment Plans -- Step 7: Establish a Feedback Loop -- Step 8: Develop Support Systems -- Step 9: Automate Management Emails -- Step 10: Create a Measurement and Recognition System -- Step 11: Conduct Performance Reviews -- Chapter 5 Propel Growth through Agency Partners -- The Marketing Agency Ecosystem -- Finding Your Match -- 1. Partner with Performance-Driven Firms -- 2. Assess the Account Team -- 3. Find Tech-Savvy Firms -- 4. Demand That Digital Is Ingrained in Their DNA -- 5. Invest in the Doers -- 6. Seek Systems for Success -- 7. Find Partners, Not Providers -- Turn to Partner Programs and Marketplaces -- Managing the Outsourced Team -- Agency-Side Factors -- Client-Side Factors -- SECTION III Marketing Technology -- Chapter 6 Create a Connected Customer Experience -- It Is Their Journey, Not Yours -- The Impact of Automation -- Automation at Work -- Algorithms and Artificial Intelligence -- Origins of the Intelligence Engine -- Meet Watson, Your New Machine Overlord -- Lets Get Contextual -- Marketing in a Multiscreen World -- When the Cookie Crumbles -- Chapter 7 Manage the Marketing Technology Matrix -- Into the Cloud -- Marketing Technology Consolidation and Diversification -- Brinkers Marketing Technology Landscape -- Map Your Marketing Technology Strategy -- 1. Appoint Someone to Own Marketing Technology -- 2. Facilitate Continuous Collaboration between Marketing and IT -- 3. Start with the Core Technologies -- 4. Consider User Reviews -- 5. Become More Agile -- 6. Focus Your Investments -- 7. Put Technology to Work -- 8. Prepare for Real-Time Marketing -- 9. Test and Revise -- Core Technologies Snapshot -- Analytics -- Call Tracking -- Content Management System (CMS).

Customer Experience Management (CEM) -- Customer Relationship Management (CRM) -- Email Marketing -- Internal Social Networks -- Marketing Automation -- Project Management -- Search Engine Optimization (SEO) -- Social Media -- SECTION IV Marketing Strategy -- Chapter 8 Perform a Marketing Assessment -- Potential for Success -- Foundation -- Reach -- Expectations -- Potential -- The Marketing Score Model -- How Professionals Rate Their Potential and Performance -- Business and Marketing Cores -- Business Cores -- Marketing Cores -- The Strategy Gateway -- Chapter 9 Develop a Marketing Scorecard -- Metrics That Matter -- Scorecard Process -- Step 1: Prioritize Marketing Goals -- Step 2: Identify KPIs -- Step 3: Customize Your Funnel -- Step 4: Input and Analyze Data -- Step 5: Establish Benchmarks and Prime Goals -- Step 6: Update and Activate the Scorecard -- Getting Started with Google Analytics -- Define a Measurement Plan Based on Business Objectives and KPIs -- Establish Properties and Views Structure -- Install Filters -- Create Account Users and Set Access at the View Level -- Set Goals and Goal Values -- Determine Attribution Report Preferences and System -- Set Up Ecommerce Tracking (If Applicable) -- Integrate AdWords (If Applicable) -- Connect Webmaster Tools -- Define the Events Tracking System -- Establish the UTM Tagging Process -- Create and Schedule Custom Reports -- Build Custom Dashboards -- Automate and Visualize Intelligence -- Chapter 10 Strategize a Marketing Game Plan -- e3 Model Snapshot -- Evaluate -- Step 1: Complete a Marketing Assessment -- Step 2: Conduct Discovery Research -- Establish -- Step 3: Calculate Marketing Budgets -- Step 4: Build a Marketing Scorecard -- Step 5: Set Prime Goal Values -- Step 6: Define and Segment Audiences -- Step 7: Profile Personas -- Step 8: Catalog Accelerators.

Step 9: Establish Milestones -- Step 10: Construct the Campaign Center -- Step 11: Develop the Project Center -- Step 12: Integrate into a Project Management System -- Step 13: Set Up Campaign Tracking -- Execute -- Step 14: Launch Builder and Driver Campaigns -- Step 15: Adapt Activities Based on Performance -- Conclusion -- Resources -- Visit performance.PR2020.com -- Complete a Marketing Score Assessment -- Connect -- Notes -- About the Author -- Index -- EULA.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.