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Jennifer Beck

VP & Gartner Fellow
Jennifer Beck serves digital marketing leaders, specializing in multichannel marketing across digital and offline channels. She offers advice to CMOs and CEOs on how to competitively position their companies, create and manage their...
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Selling Creative Ideas: Make them Feel it.

August 21, 2014 | 0 Comments

I was asked yesterday if I was in sales. “Honey, I said, We’re all in sales.” We spend most of our personal and professional lives, “selling”.  We sell our ideas, our self-worth, our right to live on the planet. The skill takes shape as soon as we can talk. Every marketer talks about telling stories… Read More

Approach Content Marketing like the Art of Flower Arranging

March 13, 2014 | 0 Comments

 This week, spring is guaranteed to show up in New England at the opening of Boston’s 2014 Flower and Garden Show‎ at the Seaport World Trade center. A New England tradition for over 100 years, this mind-boggling display of flora in every imaginable configuration from single arrangements worthy of an exhibit at the Isabella Stewart… Read More

What Happens When Your Government Goes Off the Grid?

October 3, 2013 | 1 Comment

I asked French Caldwell, my colleague and analyst at Gartner. He said, “At this point 800,000 of the 2.1 million government workers are not required to go to work. The other 1.3 million have to show up. But social security checks will continue, food stamps will still be provided, Medicare claims will be processed, and passports… Read More

Are you a Delighted Consumer?

August 27, 2013 | 0 Comments

Last I checked you and me as consumers and citizens of governments were paying for EVERYTHING. That’s right. We’re the only righteous money trail fueling every business, association, fund, or service from raw steel manufacturers to hamburger joints. In every B2B model, there’s a huge C in there somewhere. If we play out the alphabet,… Read More

Multichannel Marketing is a Perfect Storm of Synergies.

July 3, 2013 | 1 Comment

I had a dream last night that my awesomely aggressive sales targets were dressed up as old men in overalls, smoking cigars, in red wooden rocking chairs on the front porch of the county store. One was wheezing out a tune. The other was playing a pretty mean harmonica riff of Bob Dylan’s “It’s all… Read More

Dancing in the Deterministic, Data-driven World of Digital Marketing

May 30, 2013 | 0 Comments

A major force shaping this world of digital marketing is the move to a more deterministic approach to everything from the creation of marketing assets to the design of campaigns.  “Know your customer” has gone from lip service to hip science.  The lofty notion of business intelligence has gone back to the basics of business… Read More

CMOs and CIOs Have More in Common Than You Think

April 26, 2013 | 0 Comments

The conversation about CIOs and CMOs as partners is focused primarily on why these two executives can’t get along. But if you fundamentally believe IT and marketing need to work effectively together in more creative and collaborative ways, then continuing to harp on their differences just isn’t helpful. There will be a spectrum of collaborative models for… Read More

Survey Reveals Survival Tips for Social Marketers

April 23, 2013 | 1 Comment

One stand out conclusion from Gartner’s Social Marketing 2013 study is this idea that the real struggle for social marketers is finding the balance between the company’s goals and those of the customer. Executives are demanding social ROI before they’ll even fund the efforts.  No one is interested in “social experiments”. CIOs are threatening security lock… Read More

Treat Your Website like the Front Door to Your Home

April 2, 2013 | 1 Comment

Knock, knock. Who’s there? It could be a salesman with vinyl siding samples, a fireman raising funds for the families of fallen comrades, my neighbor returning my iron frying pan, a friend I haven’t seen since high school, a lost traveler seeking directions, or someone I actually invited over for drinks and was expecting. They… Read More

The Super Bowl Ads Take Brands Digital

February 6, 2013 | 0 Comments

It’s Day 3 of the post game evaluations of over 50 big bucks ads that ran during the Super Bowl. I watched them all, some several times. And I have a slightly different spin here.  The success and pay off of those investments will play out over time as consumers vote with their spending. But… Read More