Research Areas

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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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Great Customer Experience Leaders Look Beyond Customer Voice

By Jake Sorofman | September 09, 2016

As a strategy, customer experience runs the risk of devolving into the sort of absurdist platitudes that you might expect to find on a cat poster. Put the customer first. Learn to listen. Empathize. All worthy virtues, to be sure,…

The Rule of Three in Marketing

By Jake Sorofman | August 25, 2016

Early in my career, I worked with a brilliant guy—a charismatic showman who may have sold snake oil in some other life—who presented every case in three parts. He’d stand surefooted, arms akimbo, extending his left hand to count off…

How a Yeti Awakened This Reluctant Consumer

By Jake Sorofman | August 11, 2016

I’m no materialist and, honestly, really not much of a consumer. With the exception of things that float, I’m actively indifferent to stuff. My tendency is to shed, not acquire. This fact should make me an unattractive target for most…

In Search of the Marketing Unicorn

By Jake Sorofman | August 03, 2016

Not long ago, I wrote about poets and quants in the marketing department. I suggested that, while it may sometimes feel like the mathletes have the advantage, both skillsets are crucial to modern marketing. But the reality is that these…

Digital Marketing and the Convergence of Everything

By Jake Sorofman | July 26, 2016

A couple weeks ago, I wrote about the tyranny of words and how, sometimes, the more we say, the less we all understand. Loose language and opportunistic co-opting of categories, ideas and terms leads to a dissolution of meaning which,…

High Performing Marketers Treat Work Like a Game

By Jake Sorofman | July 14, 2016

Confucius said that if you choose a job you love, you’ll never work a day in your life. Of course such cat-poster wisdom tends to favor the fortunate. Charmed is the life of the philosopher/poet. About work, my father used…