Iterative Marketing: Showing, not telling, with The Open Campaign

July 23, 2009

 

Marketing has fundamentally changed. I’m not talking about today compared to 10 years ago; everybody can see that. Rather, marketing is in a constant state of flux these days. It’s different today than it was 12 months ago. What works today might not work tomorrow. And it’s likely to keep changing at a rapid pace to keep up with the similarly frenetic pace of change in communications, business and technology.

But most organizations haven’t adapted to these new realities. Marketing teams get one shot at ‘getting it right.’ Most times, they fail.  This produces organizational and business frustration, and the casualties marginalize good marketers. What’s striking is that failure is often the result of the rigid business processes embedded in the organization, the lack of accountability to business drivers, the lack of good data and sometimes even the one-shot budgeting approach. Often, there’s nothing wrong with the underlying marketing idea.

Today, successful marketing is about experimentation. As marketers, it’s our responsibility to build a process-driven foundation for constantly adapting and improving our ideas in order for them to consistently produce the results our organizations require. The results our organizations should demand.  But an out-of-the-box infrastructure for iterative marketing doesn’t exist. The component pieces – analytics, campaign management, multivariate testing and experimentation, and social media — each require too much specialized expertise and attention for any one vendor to effectively deliver them all.  You could say, it takes a village to run a successful marketing campaign these days. But that would be trite.

We’re launching the Open Campaign today to show you how all of these pieces can fit together.  It’s a campaign about the intricacies and complexities of running a digital marketing campaign. Over the coming months, we’re going to pull back the covers, explain our tactics and share our results.

The combination of smart business processes and technology are the foundation of iterative marketing. And we believe that using services and technologies like those we have created at Webtrends and those of our Open Exchange Partners will enable us to become better marketers, to quantify investments and  to participate in the sales funnel.  It’s about time, after all. Our partners in sales and throughout the business channel have been doing so for as long as any of us can remember.

During the Open Campaign, I’m going to share with you my views about our successes and our failures. This will include  insight on the way my team runs the campaign, how they communicate with me and what information I look for to inform decisions. I’ll even share my discussions with our sales leaders and CEO as they unfold. I have two goals for our marketing team during this campaign:

· Add qualified opportunities to the top of the sales cycle and finish with bottom-line success.
· Share with you how we use our products and those of our partners to constantly iterate and improve the campaign.

When we’re done, we want it to be clear that being “open” isn’t a false marketing promise; it’s the way we run our business and it drives bottom line success. It’s also the way we can help you build yours.

Jascha

 

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