“Marketing used to be pretty simple.” Not anymore.
That’s how Joe Payne, Eloqua’s CEO, opened his Eloqua Experience keynote on what modern marketing is, and what modern marketers need. Everyone, as he put it, is talking about marketing. The world has taken notice.
The Internet, mobile, social media, and analytical tools available have flipped the equation. Where once sales was able to control most of the buying process, customers now can run the table. As a result, marketers are responsible for the majority of the buying process: providing the education, keeping buyers actively engaged and aiding sales in closing the deal.
This is a daunting amount of responsibility. And for marketers to succeed, there are five indispensable requirements of modern marketing.
This is intriguing: “Relative to the whole cost of us building out analytics capabilities separately, one campus at a time, or building content capabilities only on an island by ourselves, we think this is cost effective over time for how digital learning is evolving.”