Good morning, and how’s the talent on your team? 

Reading Deloitte Insights’ Global Marketing Trends 2021 report yesterday, one of the seven trends they identified (see below) really jumped out at me. Sure, human connections, brand values, trust and loyalty — all important existing factors that are receiving mind-blowing acceleration from the current economic and health climate. But how about talent?

Yes, the blossoming of new roles in marketing teams, especially on the marketing operations side, is nothing new. Deloitte emphasizes, however, the growing importance of talent as a way to differentiate marketing teams and the brands they’re marketing in the coming year.

Deloitte talks specifically about roles in “data insights, dynamic content creation, and owned and earned media.” That’s a taxonomy which deserves further reflection — and it gets it in my conversation with Scott Brinker here.

Kim Davis
Editorial Director, MarTech Today

 
 
 
Trends
 

7 marketing trends for 2021

The new Global Marketing Trends 2021 report from Deloitte Insights is based on two surveys: one of adult consumers in selected countries in North America, Europe, the Middle East and Asia; and one of over 400 C-suite executives, including CMOs, from U.S. global companies.

The main headlines: the interconnection of trust and loyalty, and the importance of brands being able to pivot fast. The specific top trends identified by the report shared in common, said Deloitte, “breaking out of our often defensive mindsets to more holistically — and authentically — meet human needs.”

Those trends are summarized as Purpose, Agility, Human Connections, Trust, Participation, Fusion, and Talent Transformation.

Read more here »

 

The fundamentals of CRM data management

Businesses that get data management right experience better customer relationships, create more effective sales and marketing campaigns, and uncover valuable insights that increase revenue and growth. In fact, companies that embrace a data-driven strategy are growing 30% year-over-year. This white paper will show you how to avoid the pitfalls of poor CRM data management and share a five-part plan to make sure your data is accurate and actionable.

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Data
 

How marketers can be more efficient with their data and operations

“Technologies become obsolete so quickly these days,” said Allen Pogorzelski, VP of Marketing at Openprise, speaking at MarTech. “Businesses are not happy with attribution insights, not confident with the way leads get routed, and feel like they are not using data for revenue.”

Pogorzelski had a number of important tips for improving the efficient management and routing of data through the marketing stack. Look closely at martech solutions that are fulfilling only one data function. Often, that tool can be replaced by another current tool in your stack that performs the same function. 

While examining tools currently in your stack, know that less can be more when it comes to data and operations efficiency. Martech processes move faster with fewer moving parts, and data efficiency leads to less code and faster automation processes. “Ask what data is not being captured at the point of entry,” said Pogorzelski. “Implement the right data processes so data is not siloed with fragmented tools. Then [data] can keep up with business needs.”

Read more here »

 

See what you missed at MarTech

Register now for free access to 80+ tactic-rich sessions, case studies, demos, and keynotes — everything you missed October 6-8 at MarTech!

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The Future of CX with Larry Ellison

Sponsored by: Oracle

If 2020 has taught customer experience leaders anything, it’s the need to be resilient in the face of constant change. To make every customer interaction matter, organizations need to listen to their customers and rethink the way they market, sell and provide service across every touchpoint.

Join us Thursday, October 29th at 12 p.m. PT, for the Oracle Cloud CX Virtual Summit exploring how leading organizations are re-engineering their marketing, sales, and service processes. Oracle CTO and Founder Larry Ellison will lay out his vision for the future of customer experience, followed by leaders at Ricoh, Motorola and Hyster-Yale who will share their strategies for harnessing data, and delivering the right message to the right customer at the right time.

Learn more »

 
 
 
Quote of the Day
 

“Of all the video marketing trends and strategies of the past few years, live-streamed video content continues to be one of the fastest growing and most effective tools available to marketers today.” Michael Melhorn, Head of Video & Production, N6A.