In reading the latest edition of Direct Marketing News, I came across the following statistics:
- 80% of CMOs cite a lack of in-house talent to implement an effective omnichannel strategy.
- 85% of CMOs attempting to implement omnichannel marketing are challenged by lack of access to data and inadequate tools/technology.
- 82% of CMOs say inability to measure cross-channel performance is interfering with implementing an effective strategy.
- 75% of retailers rate omnichannel fulfillment “very important.”
During a recent webinar, an executive from Adobe noted the lack of experienced marketing professionals with: 1) business logic; 2) buying cycles; and, 3) marketing automation skills.
During a meeting with the Triangle AMA Marketing Automation Special Interest Group (SIG) this week, I met a young man who’s been in marketing for four years.
He expressed concern that the companies for which he has worked did nothing to help him understand how his email marketing, social media marketing and marketing automation were supposed to be integrated with the rest of the firms’ marketing efforts.
While these skills appear to be lacking in many companies, they are skills I have personally employed successfully for numerous clients.
I have used analytics to solve business problems throughout my career.
I’ve been using, and evaluating, marketing automation software for the past five years.
I have ensured that traditional, digital and social media marketing were all integrated and communicating a consistent message to prospects and customers.
Are you and your firm using the data you have to create buyer personas, understand and map the buyer’s journey and create a sales and marketing process that will generate more awareness, traffic, leads and sales?
If not, give me a call. I can help.