mommyjenlin

Working with technology marketers on a daily basis, I hear much about the need to develop more relevant content based upon a solid knowledge of your target customer segments and their needs at different stages of the buying cycle. In fact, in our 2009 Tech Marketing Barometer study (results to be announced in the next week or two) marketers identified "content development" as one of the highest priority areas for improving sales enablement. However, are we as marketers getting the "biggest bang" from our content development investment?. . . . leveraging this content across multiple delivery vehicles and channels? With this in mind, I thought it would be valuable to hear a bit more about how to best leverage content from IDC's VP of Go-to-Market services, Laura Nurzynski. Take it away Laura. . . . My colleagues from IDC’s CMO Advisory Practice expect digital marketing investment to rapidly outpace investment in much of the more traditional marketing vehicles. (ID

CGM, sounds like a disease. Well, it can be. It can be unknown. It can be helpful. It can be harmful. It can be your best friend or your worse enemy. Do you even know what it is? Is your marketing department aware of CGM ? Can they even tell you what this means? Simply put if you do not know what CGM means you and your hospital, physician practices, or any healthcare setting is at risk. CGM means Consumer Generated Media. It means that in the age of the Internet, disgruntled patients, unhappy employees, media, anybody- can write about their experiences, post photos, interview and show to the world how good or bad you are. Anyone with a computer and Internet connection can create CGM . Won't matter if what is written is true or false. The world does not care. But those who read it will believe it. Scroll through this blog and you will find plenty of examples of CGM : Silver Cross Hospital; Agfa Healthcare; Adventist; State of Illinois; etc. Look at: Comcastmustdie.com; Ihatedell.

How many times have we heard in the B-to-B marketing press the past several months about the importance of increasing content relevance to our prospects and customers, better engaging them through digital marketing vehicles and improving our ability to generate and qualify marketing leads? Yes, all extremely important priorities for us as marketers, however, if you're a $100M+ company none of this can be accomplished in an efficient and effective manner without the back-office infrastructure to support it. And we all know how difficult an infrastructure conversation is in this economic downturn. For the purposes of this conversation, let's focus on the area of database marketing. Even the best marketing organizations struggle with consistency in database marketing processes; consolidation of prospect and customer data across the multitude of databases in use across the world; cleansing of data to prevent a "bad data in = bad data out" scenario; and overcoming the comp