INSIGHTS

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Validate, learn and discover with fresh digital perspectives from successful marketing leaders.

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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Blog

Customer Journeys Are Discovered, Not Created

Customer journey maps have become a key asset in every marketer’s arsenal, but I’m here to tell you that, from a customer experience perspective, most of these maps are directions down a blind alley. With alarming frequency, I see examples of customer journey maps that codify buying stages, but say absolutely nothing about what the…

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Mobile First: Beware of Clichés Disguised as Truth

A cliché is a phrase or idea that, while often founded in truth and good intention, mutates over time into something more insidious. Clichés are what happens when simple becomes simplistic. We see a lot of clichés in business and politics, in the marketing of both products and ideas. And it’s no surprise: clichés are…

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Is Product the New Marketing?

Marketing a product that customers don’t particular want or like can be a real slog. It’s an unpleasant experience. But when the inverse is true, marketing becomes a pleasure. In fact, it makes you look like a total genius! Why? Because great products market themselves. When your value proposition, use cases and features are all…

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Blinded by Big Data, Marketers Sometimes Forget to Simply Ask

It’s hardly news that marketers have become a bit obsessed with data. And, truthfully, that’s not necessarily a bad thing. Generally speaking, data has raised the collective maturity of this often squishy discipline and granted certain superpowers to the marketers who use it to particularly good effect. But for all our efforts to make inferences…

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Don’t Let Process Overtake Purpose in Marketing

I once worked for a brilliant and creative CMO—we’ll call him Frank—who outlawed process within his marketing organization. He associated any application of process with its worst mutated forms. To him, process was a race to the bottom. It meant mindless adherence to doctrine where, over time, the emphasis would inevitably shift from the outside-in…

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Notes from the Summit: A Conversation with Adobe CMO Ann Lewnes

I had a chance to sit down with Adobe CMO Ann Lewnes at the company’s annual digital marketing summit event in Las Vegas this week, in the midst of her packed schedule and packed house of 10,000 guests and closely on the heels of her on-stage interview with George Clooney. Clooney, of course, is a tough…

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CMOs Finally Get Some Respect

The CMO hasn’t always been a power player in the c-suite. In fact, for a very long time, the CMO was the designated short timer, often the most vulnerable among his or her peers. Why? Because the chief marketer was sometimes confused as the head of the department of arts and crafts, caretaker of all…

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Do You Really Know Your Customer?

On some level, most every company thinks of themselves as customer centered. But are they really? Cynical as this may sound, customer centricity is often a low-grade form of self-deception, where false comfort comes from the belief that we know our customers when in fact we’re merely perpetuating mythologies. Thus, our customer knowledge becomes an…

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In Marketing, Digital Distinctions are Falling Away

If you’re of a certain age, you probably remember watching a “color TV,” back when we actually made this distinction. Today the modifier is about as necessary as a vestigial tail. TV is TV and it’s always in color. In marketing, we’ve often treated digital as some separate, specialized thing, an appendage to traditional marketing…

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