INSIGHTS

Dig deeper with timely and topical information that keeps you ahead of the digital curve.

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

Death of a Sales Model?

Take one look at any modern business model and you’ll notice a clear pattern forming: Marketing is moving from outbound to inbound and sales teams are coming home to roost. Yesterday’s expensive field sales organizations are being traded for lower-cost inside teams, even in the world of complex, high-consideration products and services. The recent Bloomberg…

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Blog

Dispatch from Mobile FirstLook 2013: Key Takeaways

Sometimes industry events can feel like an echo chamber where truth is squelched by vendor-spun happy talk. That’s not to say there aren’t great insights to be had, but you often need to work to discern the signal from the noise. We count on end-users (and Gartner analysts, of course) to help recalibrate the frequency…

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Blog

Agile Isn’t Just for Geeks Anymore

Twelve years ago, 17 software developers convened in Snowbird, Utah to reimagine their craft. They recognized that traditional development methods were out of step with the times. Suddenly, building software wasn’t some arcane backwater. For many companies, it had become the strategic driver for business growth—through commercialization of software-based products or development of custom applications…

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In Data We Trust?

What happens when we trust data too much? Does intelligence become its opposite when we rely on integers over inspiration? These are questions that Steve Lohr (of New York Times lore) flirts with in his year-end column, “Sure, Big Data is Great. But So is Inspiration.” His point? To an extreme degree, the choices we…

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Blog

Digital Marketers Must Know the Future

Wayne Gretzky famously told us to “skate to where the puck is going, not where it has been.” In doing so, he provided perhaps the sagest business advice never intended. He may have been talking about hockey, but what we heard was something far more universal. We heard the clarion call for survival in hypercompetitive…

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