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Welcome back to another crazy-fun episode of the Marketing Nation Podcast, presented by Marketo and hosted by Marketo’s Digital Marketing Evangelist, DJ Waldow.
Glenn Gow, CEO of Crimson Marketing, author of Revenue and the CMO, and fellow podcast host joins the Marketing Nation to discuss data’s role in the executive suite, how marketers can drive revenue, and what big changes are happening among businesses all over the world.
Glenn has been a marketing strategist for a long time, and like most marketers, has shifted his focus over the last few years from traditional to digital. As companies move their marketing over to new forms of media, the amount of data that has amassed is staggering. The question of what to do with all this data lingers in the minds of executives, putting an immense amount of pressure of marketers who are trying to attach their efforts to the bottom line.
Instead of gathering data, why not dissect it to glean insights on consumers and their needs? Why not use it as part of the bigger picture, and take the data analysis into account when developing marketing strategies? This is something that CMOs are working out, and is something that Glenn explores in his new book.
Glenn is also the host of the High Tech Marketing podcast during which he interviews marketing executives from companies who are attempting to make data accessible to marketers. In these conversations, he’s learned a lot about why technology companies make their products so difficult to use and why their consumers aren’t taking full advantage of the technologies at hand. Glenn hopes to shine the light on these issues by bringing them to the forefront of the conversation and giving marketers the tools they need to make the data work for them.
One of the main challenges here is that marketers are often creative-types. They were hired to think outside the box and help engage customers in a new way. Now, however, they’re being forced to be analytical, which doesn’t often come natural to these right-brained executives. We need to figure out how to bridge the gap between creativity and data so that marketing can grow the bottom line.
Find out more about Glenn and his company, Crimson Marketing and if you’re interested in learning more about how big data can help you reach your customers and grow your business, listen to his podcast, High Tech Marketing.
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Glenn Gow, is founder of Silicon Valley-based marketing firm Crimson Marketing. He is an expert in marketing strategy for tech companies and author of Revenue and the CMO. Follow his insights on tech marketing at the Crimson Technology Marketing Blog.