Читать книгу Behavioral Marketing - Nussey Bill - Страница 7

Before you commit to reading this entire book, you'll probably want at least some assurances that your author is qualified on the topic (beyond the Wiley-picks-smart-authors factor). I am aware from personal experience that your time as a marketer is massively precious.

I know exactly how crushed you are at work, and that you have eight cross-channel campaigns in production right now, and more than half have outstanding issues that could kill them before they're ever ready to deploy. If you're an email marketer, you've got a template that you've needed to update to mobile for six months but you can't get a designer to stop working on website enhancements long enough. If you're a CRM professional, your sales and marketing colleagues are probably still bickering about what exactly a sales qualified lead (SQL) is, even though they agreed to a definition six months ago. Regardless of what channel you manage – or if you're the chief marketing officer (CMO) or VP orchestrating the entire effort – you work in a warp-speed, high-wire environment in which the difference between a better subject line or tighter audience segmentation could mean the difference between hitting your revenue goals this quarter – or missing them by 20 percent.

I know so much about the marketing drama because I've spent more than 20 years as a digital marketer. It is literally all I've ever done. Oscillating between the agency and corporate worlds has afforded me a view of the first 25 chapters of the story well enough to know there are at least 25 more. I've had marketing performance and staffing pinned to my shirt long enough for year-over-year metrics to be the true success criteria, and I've had to build new functions and groups out of thin air into productive existence in less than three months.

I've walked the walk inside the halls of huge companies. I was at UPS early in my career as a digital native brought in to scale the competency internally. Most recently, I joined IBM as one of the thought leaders and experts within Silverpop that IBM bought in 2014 to further expand the digital marketing offerings in the IBM Commerce group. I've also consulted with the biggest brands on the planet while working with leading digital agencies like Tribal DDB and Digitas in all areas of marketing including loyalty and retention marketing.

But much of the experience on which I'll base this book is made up of perhaps the coolest aspect of my current job at IBM. I'm what's called an evangelist, and my job is to help digital marketers be more successful every single day. I meet with more than 100 marketing groups every year and help solve their biggest challenges. Some days we're very focused on pure marketing tactics that we can accomplish using our technology; but more often it's a larger optimization and orchestration challenge that requires improvement across multiple groups.

I've seen firsthand how the most progressive marketing teams continually reorient themselves around their customers. And the solution that works most often is simply to begin listening more closely to individuals – but also at scale. They pay attention to specific behaviors – sometimes as a stand-alone event, or in combination with other behaviors – and use the information they gather to segment their audiences into smaller and smaller groups. Once those groups are small enough to share major traits like buying propensity, they architect massively relevant communications and offers based on driving the desired outcome.

It's a beautiful thing to watch as a trusted advisor – and this book's goal is to give you the insight necessary to integrate the exact same types of improvement into your own marketing effort. We're going to cover topics far and wide on behavioral marketing – from how to refactor each of your channels to be more behavioral driven down to how to become a Top 5 brand for your customers. We'll go deep on data capture, hygiene, and critical technology pieces needed to win in this emerging world. And we'll spend lots of time talking about staffing, retaining, and motivating a behavioral-marketing-optimized team.