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Jake Sorofman

Research VP
Jake Sorofman analyzes digital marketing strategy, trends and practices. He focuses on customer experience and content marketing and helps clients use these techniques to engage customers, evangelize their brands, grow revenue and transform their business.
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Six Phases of a Marketer’s Evolution

October 8, 2015 | 1 Comment

I’m a proud parent, which makes me boring at dinner parties. If you’re middle-aged like me, statistically speaking, we’re probably somewhat alike: parents, obnoxiously proud, and maybe a bit boring. If you’ve raised kids, you can’t help but marvel at their ascendance. Clearing each phase of maturity seems like a small miracle. Of course, it’s… Read More

Frustrated by Ad Blocking? Create Better Content

September 30, 2015 | 3 Comments

Digital advertising is at a crossroads. The two headed monster of ad blocking and allegations of click fraud have put advertisers and publishers more than a little on edge. At stake are the prevailing economics of the internet, and at risk is nothing less than any entity that relies on the trafficking and trade of… Read More

In Modern Marketing, Plans are Nothing, But Planning is Everything

September 23, 2015 | 2 Comments

Before he landed his gig at 1600 Pennsylvania Avenue., Dwight D. “Ike” Eisenhower was a five-star US Army General and, during World War II, the Supreme Commander of the Allied Forces in Europe. It’s fair to say that Ike knew a thing or two about planning. You probably associate Eisenhower with what now feels like… Read More

Content Marketing World 2015: Caution Flags for Content Marketers

September 14, 2015 | 0 Comments

Sir Isaac Newton said that what goes up must come down. It’s a principle that applies to digital marketing trends as it does to baseballs and airplanes. Of course, while all trends are subject to laws of gravity, some are granted a bit more hang time. Some fads burn incandescent and quickly flame out or… Read More

In Customer Experience, “Last Best” Shapes Expectations

September 3, 2015 | 0 Comments

It used to be the case that customer experience expectations were set by your customers’ next best alternative—by the experience promised by whatever competitive offerings lie in wait. But, today, customers expect more than that. In the game of customer experience, your competition isn’t just your competition. It’s often your customers’ last best experience. Call… Read More

Seven Habits of Exceptional Customer Experience Leaders

August 21, 2015 | 1 Comment

Customer experience is really important. We all got that memo. But how do you drive company-wide improvements for something that’s, let’s be honest, almost laughably broad in mandate? First, you acknowledge that customer experience a team sport. Next, you practice the seven habits of exceptional customer experience leaders. These leaders: Flip the orientation Average organizations… Read More

The ABCs of Digital Marketing

August 18, 2015 | 3 Comments

A is for attribution, that essential but elusive goal. B is for buyer’s journey, the imagined path customers stroll. C is for content, the coin of the marketer’s realm. D is for digital, the assumption of every project we helm. E is for event, those small moments that trigger an action. F is for feedback,… Read More

When Did Brand Become a Dirty Word?

August 12, 2015 | 2 Comments

If you ever want to raise the hackles of the typical digital marketer, just talk at length about branding. They’ll tell you that, in an age of near-perfect information and abundant consumer choice, branding is merely a form of magical thinking, a layer of lipstick applied liberally to what may otherwise still be a pig.… Read More

Sustaining a Content Supply Chain Depends on Decoupling

August 4, 2015 | 1 Comment

Modern marketing has an insatiable appetite for content. The proliferation and fragmentation of channels and media and consumers’ growing expectations for rich, relevant and resonant content in many formats and languages means that most marketers are genuinely struggling to feed this content-hungry beast. Consequently, the content supply chain—the sourcing, production and governance of marketing content—has… Read More

In Customer Experience, Consistency is the New Delight

July 30, 2015 | 2 Comments

We’ve all heard the stories about brands that go to extraordinary lengths to delight a customer. The home visit bearing gifts. The call from the CEO. The impromptu tropical vacation to reward your loyalty. There’s no doubt that this sort of delight is a powerful currency, particularly in the age of social where these highly… Read More