Marketing Pilgrim's "Inbound Marketing" Channel

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Insights Into the Modern CMO

We recently had the privilege to conduct an e-mail interview with Christine Moorman of Duke University’s Fuqua School of Business which is one of the top business schools in the United States. Christine is a professor at the university but she is also the head of the CMO Survey. We here at Marketing Pilgrim look forward to the findings of the survey each February and August.

A lot happens in the world of marketing and, in particular, of the Chief Marketing Officer (CMO) position. Today’s CMO is faced with more marketing and communications options than ever before as well as greater responsibility to justify the activities of marketing initiatives with proven ROI measurements. No easy task at all.

We asked Christine a few questions that help to put the role of the CMO into sharper focus.

Google’s Penguin Update Continues to Smack Small Business

Last week, a small business owner talked to me about his new marketing plan. It went something like this: Facebook, Twitter, Pinterest, Google+, MySpace, blog, blog outreach, YouTube videos, forum posting, SEO articles written and posted to Squidoo, every other article site then promoted on StumbleUpon, Digg, Reddit and every other appropriate sharing site.

He figured someone could do this in ten hours a week. I told him he was in over his head. I told him he needed to focus on a few keys areas to start — Facebook and Pinterest since he was selling a very visual and colorful product. I also told him to forget article marketing, it not only wouldn’t help his business but it might actually hurt. I don’t think he liked my advice.

Postal Service Moves Ahead with Massive Closures

“We simply do not have the mail volumes to justify the size and capacity of our current mail processing network.” And with that, the Postmaster General dropped the ax on 232 mail processing centers around the country.

We’ve seen it coming for awhile, but the Post Office is such a staple in our world that I don’t think any of us really expected to see it fail. Then again, think about all the things you don’t mail anymore. Letters to friends and family have become emails, ecards have taken the place of invitations and announcements. Bills have gone “green” and banks no longer mail statements. The only upticks come from online retailers but even they have options other than going Postal.

So Email Marketing’s Dead? Don’t Tell HubSpot That

Everyone seems to be real quick to throw dirt on email marketing’s grave these days. Why? Because it’s not social media.

Well, not to sound blunt (although it will), that’s stupid.

If you need more evidence that email is indeed alive and well you should consider what HubSpot (a Marketing Pilgrim sponsor of our inbound marketing channel) has added to their suite of, you guessed it, e-mail. OK, so if a company that has managed to get over $65 million in VC backing (included in that is Google Ventures) and currently boasts just shy of 7,000 users of their inbound marketing tools decides to incorporate email into its offerings can it be that dead?

The Boston Globe reports

New TweetCharts Tool Helps Get Twitter Data

HubSpot’s Social Media Scientist, Dan Zarrella, is up to something again and this time the result is a free Twitter analysis tool called TweetCharts.

The idea behind TweetChartsi the ability to get an analysis of activity ranging from links, retweets, replies, mentions, media used in tweets, questions and more. Here is a result screen for you.

Zarrella’s post introducing the post gives us the genesis of the tool

Enter any word, phrase, hashtag, URL or username and TweetCharts will return a comprehensive report, including data on reply, retweet, and link percentages as well as the most common words, most mentioned users, most used hashtags and more.

I began working on TweetCharts a few weeks ago actually on a plane. I did some pen-and-paper wire framing somewhere over the midwest, woke up the next day and began cranking on it.

Study: 60% of Marketers Use At Least 5 Tools to Execute Marketing Campaigns

Marketing has never been that easy.

Before the days of the Internet, marketers had to become adept at what I’ll call “The Marketing Two Step”. That’s where you would get into a meeting and someone would ask “So what has this campaign done for our business?” At this point the marketing professional started a vaudevillian like routine talking about eyeballs and mind share and how it all likely connected to the bottom line if you really thought about it. Ba-doom! followed by a cymbal crash.

Today, in the world of the Internet where everything can be measured out the ying-yang, it’s not much easier. Why? Because in order to get the information that people come to expect from marketing campaigns, there needs to be ability to juggle multiple tools in order to get the data. At least that’s how most marketers see it these days based on a study done by PointRoll and Kelton Research as reported by eMarketer. Take a look at the number of tools the average marketer uses to execute a campaign.

Don’t Miss HubSpot’s Event With Facebook! [Sponsor Event]

On Wednesday April 25th, HubSpot continues its webinar series with Facebook called “Facebook for Business: 4 Steps to Success“.

If you missed the first installment last month, don’t worry. It’s available “on-demand” at HubSpot.

So why this webinar? Well, HubSpot is a great sponsor of our efforts here at Marketing Pilgrim so we’re partial, we admit that. But it is truly a unique moment Facebook is directly involved in presenting information to the SMB crowd. WHile it’s good to get e-books and the like from “experts”, you would be hard-pressed to find a better source for Facebook business information than, well, Facebook themselves!

Join Facebook’s Head of Global SMB Marketing Chris Luo and HubSPot’s VP of Marketing Jeanne Hopkins as they present “Connect to New Fans With Facebook Ads” at 1 pm EST on April 25th.


HubSpot is the sponsor of Marketing Pilgrim’s Inbound Marketing channel. If you would like to learn more about sponsorship opportunities contact us today and we’ll discuss a program that fits your needs.