what’s top of mind for the cmo: november 2019

As you begin to have conversations with marketing leaders, trends emerge. One of the clearest trends: chief marketers, regardless of industry or responsibility, sometimes feel like they’re on an island. That’s one of the main reasons I sat down with Steve Kessen, our CEO, and Jim Kohl, our EVP, sales and marketing, to record a conversation recently.

why more budget isn’t always the answer

how marketing leaders can push paid advertising teams to do more with less tyler alge8-minute read in brief As the decision maker responsible for managing your business’ marketing budget, you will inevitably be asked by your internal or external team for additional resources. Use this opportunity to coach toward better business outcomes made possible through more efficient paid media campaigns. …

highlights: digital meetup for higher ed marketers

On July 30, higher ed recruitment marketing, admissions, and alumni relations leaders came together to share their challenges, offer solutions anchored in experience, and find common ground despite their diverse backgrounds. The event? A digital meetup for higher education leaders hosted by Fathom, in partnership with Marketo.

change leadership is the marketer’s mandate

Gone are the days when a siloed business could present an effective customer experience (CX). CX is a key differentiator today—according to many researchers, the key differentiator over product and people. As a marketer, your deep customer intimacy allows you to be a key driver of success in this area.

the generation fallacy in higher education marketing

You’re too focused on the generation of your audience. Everyone in higher ed marketing and admissions is too focused on generation.

I understand why. It’s near impossible to avoid the headlines, case studies, and webinars explaining how prospective student expectations have evolved as Millennials pass the torch to Gen Z. “But what does that mean for you?” the experts ask, implying a promise to answer.

I’m here to tell you it’s all clickbait. Generational shifts aren’t driving the evolution of student expectations, just as generational shifts aren’t driving consumers to choose Amazon over big box stores.

the cmo’s path to ceo

To capitalize on the opportunity before them, marketing leaders must do three things: intensely scrutinize marketing behavior against shareholder value, have a deep understanding of other functional areas of the business, and speak the language of finance.

Google Marketing Live: highlights + takeaways

Over the course of 48 minutes, Fathom’s Claire Abraham, Stephen Epple, and Joe Adams discussed the intersection of privacy and paid media, updates to Google’s product roadmap, and how marketing leaders should balance machine learning and human optimization across channels.

practicing personalization

Depending on which survey you look at, upwards of 94% of marketers, regardless of industry, believe personalization is important and praise its ability to advance customer relationships. On the other hand, just about 60% are comfortable stating that personalization has helped them achieve a superior customer experience.

machine learning vs. human optimization

Google has a stated goal of “putting machine learning in the hands of every advertiser.” And at a Google Marketing Live event in June 2018 a spokesman noted machine learning is “key to delivering helpful and frictionless experiences consumers expect from brands.” As true as that might be, machine learning also makes it easier for advertisers to spend on the Google network.