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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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Doing Social Well to Do Social Good

January 29, 2013 | 0 Comments

It’s no surprise that so many successful brands have done well by the principles of social and other forms of digital marketing. But can you do social well while also doing social good? I think you can. It turns out that the knowledge and insight that we glean about our audiences can be used for… Read More

Death of a Sales Model?

January 22, 2013 | 5 Comments

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… Read More

Dispatch from Mobile FirstLook 2013: Key Takeaways

January 18, 2013 | 2 Comments

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… Read More

Agile Isn’t Just for Geeks Anymore

January 14, 2013 | 1 Comment

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… Read More

In Data We Trust?

January 7, 2013 | 2 Comments

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… Read More

Digital Marketers Must Know the Future

January 3, 2013 | 4 Comments

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… Read More