“Like speed dating for digital marketers” was how one attendee described last week’s JUMP conference, organized by Econsultancy, in New York City. Not a bad description, actually.
Managing editor Gayle Kesten and I both were there, and the action was, indeed, fast and furious, with attendees pretty much jumping from one session to another. Five separate tracks offered different speakers and presentation every half hour. Here’s the link to the event, which shows the depth and breadth of the content.
One of the presentations I sat in on was by Adobe’s Jeff Allen, director of product marketing for digital analytics. (Adobe is CMO.com’s parent company.) His topic was “5 Ways to Elevate Your Game as a Marketer.”
“Because everyone consumes marketing,” Allen told the audience, “everyone has an opinion about marketing. There’s still the notion that marketers are ‘color pickers,’ and it’s time we brought some rigor to it so we can change this perception and make marketing much more credible.”
The “CMO is evolving,” he continued, citing five ways to help that process along. Explained Allen:
1. Become a data guru: Do you know which metrics matter most? Do you know what you do that moves the needle? Do you know what contributes to your results? You must, and that takes being well-acquainted with the science of marketing and not just the art.
2. Learn, then document, those learnings: Always be testing—get testing into the culture of your organization to neutralize HPPO (highest paid person’s opinion). Test everything, choose wisely, measure what works, and document it for the future.
3. Become automatic: CMOs must become predictable in the type of results they can deliver to the organization. Develop reliable predictive models—for which you need data (see No. 1, above)—and document that contribution to change the perception of marketing.
4. Master targeting: Understand what it takes to deliver a conversion—the more detailed and based on analysis this is, the better.
5. Stay a marketer: Finally, learn how to blend the art and science of marketing in an impactful way.