Innovation in the marketing industry is moving faster than ever before, according to Greg Ott, chief marketing officer at Demandbase, Inc. Vendors have backed out of traditional marketing-to-sales funnels, and the landscape is transforming dramatically, says Gerry Murray, research manager for the CMO Advisory service team at IDC (International Data Corp.). "Marketing is no longer a long-cycle and event planning and collateral building and annual cycle process," Murray says. "It's now happening minute by minute through Twitter and Facebook and all the other social media channels, and it's kind of blown up the whole model." Expectations, too, are changing. Marketing has become about forging deeper and more personalized relationships, Murray says, and engaging prospects sooner.
June 2012 Issue
Posted Jun 11, 2012