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Tag Archive for: strategic

marketing data

Left Brain + Right Brain = Marketing Success

January 3, 2018/in B2B Marketing Blog /by Sean Campbell
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Apple PodcastsSubscribe to B2B Revealed on Google PlaySubscribe to B2B Revealed on StitcherSubscribe to B2B Revealed on Soundcloud

The best marketers love data and the creative process in equal measure.

On this episode of B2B Revealed, “Analytical Marketer: How to Transform Your Marketing Organization” author Adele Sweetwood is our guest.

Sweetwood is the senior vice president of global marketing & shared services at SAS.

Cascade Insights CEO Sean Campbell and Sweetwood explore why an analytical mindset is necessary for a properly targeted marketing success strategy.


Master The Art of Analytical Marketing. Listen To Learn:

  • How to use data to shape your company’s marketing strategy.
  • Why having a Ph.D. isn’t necessary for becoming a data scientist.
  • How SAS transformed their marketing strategy.
  • Tips for navigating the challenges of large collaborative projects.
  • The dangers of over-communicating to customers.
  • Why being customer-oriented is even more strategic than being goal-oriented.
  • How to enforce team collaboration & dependency.
  • The importance of using metrics to gauge channel performance.
  • Why “orchestrators” and “analytical marketers” make great company leaders.
  • What to do when it’s hard to get the data.
  • How to apply analytical marketing techniques to a small business.

Notable Quotes From Adele Sweetwood:

“The days of marketing as simply an artistic endeavor are gone. That’s not to say that creative skills are not in demand, it’s just that [creative skill] alone [is] insufficient.”

“We’re killing our customers with messages.”

“Once you start the engine moving, you don’t want the pieces missing.”

“The sales relationship needs constant care and feeding.”- Sweetwood on communication between marketing and sales.

“Investment in technology and … [capturing] data and analytics in your company is better than an ad you might buy or an event you might go to.” – Sweetwood on marketing for small businesses.

Mentioned In This Episode:

  • Seth Godin’s Books
  • Competing on Analytics: The New Science of Winning

Market Research Insights For Marketers:

  • Don’t confuse popularity with profitability. Make sure your method of evaluating marketing success measures the right thing. Learn more.
  • Is your marketing resonating with your customers? Is it even reaching them? Check out how we market researched ourselves to answer these questions.
  • Is your marketing strategy based on outdated assumptions? Find out.

Subscribe to B2B Revealed on iTunes, Soundcloud, Google Play, or Stitcher.

Want more B2B brilliance? There are lots of ways to follow us.

Your Favorite B2B Posts of 2017

December 20, 2017/in Blog Posts /by Sean Campbell
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It was a good year for B2B content. As we reflect on 2017, we bring you a countdown of our most read articles of the year.

Read more

The Spy Who Wasn't: Clarifying Competitive Intelligence

The Spy Who Wasn’t – Clarifying Competitive Intelligence

November 1, 2017/in B2B Buyer Persona Research, B2B Competitive Landscape Analysis, B2B Customer Journey Mapping, B2B Go-To-Market Research, B2B Market Opportunity Research, B2B Usability Testing, Blog Posts, Win/Loss Analysis /by Sean Campbell
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What is competitive intelligence (CI)?

A nuanced understanding of the marketplace in which you and your competitors are situated? Yes.

Corporate espionage? No.

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Annual Investigative Reporters & Editors Conference

June 13, 2012/in Blog Posts /by cascade
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FOR IMMEDIATE RELEASE
Contact: Sean@cascadeinsights.com
Phone: 503.898.0004
www.cascadeinsights.com

 

Authors Sean Campbell and Scott Swigart to Speak at Annual Investigative Reporters and Editors Conference

Portland, Oregon, June 12, 2012 – Campbell and Swigart will join the best in the business in a hands-on workshop and conference hosted by Investigative Reporters and & Editors held in Boston MA June 14th – 17th 2012.

Each year the IRE (Investigative Reporters & Editors) provides investigative journalist with the tools and tips needed to uncover and break the world’s biggest stories. “We are excited and honored to have been invited to participate this year”, says Sean Campbell. “Scott and I feel the tools we use for competitive intelligence have a lot of value for investigative reporters”.

Campbell and Swigart are the acclaimed authors of Going Beyond Google: Gathering Internet Intelligence, now in its third printing. “To be an exceptional journalist you have to dive deeper, much deeper”, says Campbell. “Our contribution to the IRE Conference will be to help investigative reporters and editors find information beyond the cursory Google search and provide some immediate tools to quickly crunch the data once it’s located.”

The importance of mastering these skills will become increasingly important as the competition for breaking stories heats up during the presidential election.

About Campbell and Swigart:

Cascade Insights founders and publisher, Sean Campbell and Scott Swigart are recognized throughout the world as CI knowledge leaders and have lectured at literally hundreds of industry events, webcasts, and conferences throughout the world and are consultants for many of the Fortune 100 and 500 companies around the globe. They are currently working on their second book.

About IRE:

Investigative Reporters and Editors, Inc. is a grassroots nonprofit organization dedicated to improving the quality of investigative reporting. IRE was formed in 1975 to create a forum in which journalists throughout the world could help each other by sharing story ideas, newsgathering techniques and news sources.

About the IRE Conference: IRE 2012: Boston

CI IRE Press Release

By Sean Campbell
By Scott Swigart

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