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Jake Sorofman

Research Director
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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Headless Commerce Monetizes Moments of Truth

March 25, 2015 | 1 Comment

Who needs storefronts and shopping carts when experiences themselves can be merchandised? Welcome to the age of shoppable everything. Here, banner ads, lookbooks, videos, images are made shoppable, enabling brands and retailers to capitalize on precise moments of truth as consumers stumble upon shiny objects of inspiration. Why usher consumers to the checkout line—and risk… Read More

Customer Experience Starts with Empathy

March 18, 2015 | 0 Comments

Most every company says they’re customer centric. Some actually believe it. But companies that are truly customer centric walk the talk. They translate high-minded words into daily deeds. These companies serve the customer at every touchpoint. They do as legendary Southwest Airlines chief Herb Kelleher once advised: they treat profit as a byproduct of the… Read More

Content Marketing in the Age of the Robo Writer

March 11, 2015 | 2 Comments

If you saw The Imitation Game or if you’re at all familiar with the principles behind artificial intelligence, you probably know about the Turing Test. It’s a measure of a computer’s ability to convincingly imitate human intelligence—and it’s seen as a key hurdle in the intellectual contests of man versus machine. Predictions of machines overtaking… Read More

Mobile Marketing Grows Up

March 3, 2015 | 1 Comment

Have you noticed that mobile marketing has become less of a thing? A couple years ago, this technique often felt like the digital equivalent of the guy in the inflatable suit waving you in for a Sunday sale on mattresses. Sure, you may honk and wave back. You may even laugh. But you’re probably not… Read More

Five Questions Every Marketer Should Ask to Prioritize Work

February 24, 2015 | 1 Comment

Ever feel like all paths lead to marketing? That’s because you are the ultimate utility player. You’re a communicator. You’re a strategist. You know how to get things done. You know how to take a ragged idea on a coffee-stained napkin and turn it into a story even your grandmother will appreciate. For this, my… Read More

Toward a Unified Customer Experience Hub

February 19, 2015 | 0 Comments

A few weeks ago, I wrote about the need to hide the seams in customer experiences. In this post, I suggested that one of the primary causes of these unseemly seams is the way companies are organized: our functional orientations show through in often conspicuous, sometimes clumsy ways. But, of course, it’s more than how… Read More

Two Simple Ways to Get Smarter About Innovation

February 10, 2015 | 0 Comments

While expert opinion may be divided on whether the rate of failure for new tech ventures has in fact declined, I’ve seen far fewer sock puppets skulking around in the wild these days. You remember the sock puppet: that charismatic mascot of Pets.com; that doomed effigy of irrational exuberance? Back in the days of Webvan.… Read More

Forget Shadow IT; Here Comes Shadow Marketing

February 3, 2015 | 2 Comments

IT used to be a local monopoly. Not unlike the cable company, you were subject to the pace of their process. But then demand reached a tipping point and public cloud alternatives entered the game. Shadow IT was born. Business lines simply followed the path of least resistance. These public clouds became the escape valve… Read More

The Best Customer Experiences Hide the Seams

January 28, 2015 | 0 Comments

There’s nothing particularly new in the insight that our functional orientations can breed inside-out—rather than outside-in—thinking. Sales, marketing, customer support. These functions exist, first and foremost, to support a separation of enterprise concerns, the roles and responsibilities designed to make an organization go. But sometimes they also create a sort of myopia. The same holds… Read More

On Productivity: Meditations from a Marketer and Armchair Behaviorist

January 20, 2015 | 0 Comments

Call me an armchair behaviorist. I’ve spent years seeking, applying and testing various methods to maximize creative output and productivity. The primary subject of my study was none other than me, a person of average attention span and no shortage of delight in objects and ephemera shiny and bright. When I began this strange little quest,… Read More