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Validate, learn and discover with fresh digital perspectives from successful marketing leaders.

Jennifer Beck

Former VP & Gartner Fellow

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Where Does Creativity Come From?

Gartner’s Magic Quadrant ranking Global Digital Marketing Agencies published in December. Among all the capabilities we consider: business strategy, creative services, experience design and technology – last year creative capabilities won the day. This year it dropped to second place giving way to clients demanding their agencies of record had a grip on their business strategy.…

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Is Your Digital Commerce Experience Naughty or Nice?

“Tis the season in much of the world, when brands will compete for buyers attention, a projected 600 billion in wallet share, and joyful accolades. Right now there are marketing dashboards flashing red and green ready to track product adoption. There are visions of record-breaking sales triggered by all those customers with reward point redemptions…

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Take the CMO Leadership Quiz

There are about 68 million books written on the topic of leadership. No, I haven’t read them all. If you’re leading anything, you don’t have time for that. But I do believe this: true leaders are born that way. It’s a tough gig to actually train someone to lead even with disciplined military approaches. Not…

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Selling Creative Ideas: Make them Feel it.

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…

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Approach Content Marketing like the Art of Flower Arranging

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…

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What Happens When Your Government Goes Off the Grid?

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…

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Are you a Delighted Consumer?

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,…

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Multichannel Marketing is a Perfect Storm of Synergies.

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…

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

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…

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