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Applying the K.I.S.S. Principle to Digital Marketing. (Fred Kost, Sr. VP Marketing of HyTrust)

Posted on January 8, 2016 by Glenn Gow

With all the developments in marketing in the past decade, it is a challenge for marketers to stay on top of all that they manage. Huge volumes of data, a multitude of technology tools and an ever-changing landscape are just the beginning of what marketing organizations need to contend with. With so much to think about, it can be easy to overlook the fundamentals. Fred Kost, Sr. Vice President of Marketing at cloud and virtualization security firm HyTrust, makes an appearance on this installment of Moneyball for Marketing to talk about the importance of establishing clear definitions between marketing and sales teams, maintaining good data hygiene, employing marketing systems that your team can use and other fundamental concepts that keep your marketing operations simple and effective. Some of the topics covered are as follows:

Right is might: “Everyone needs to periodically audit their systems to make sure that the information that they’re getting is accurate,” summarizes Glenn about Fred’s experience of his first 6 months at HyTrust. Fred demonstrates the empowering effects of understanding your metrics and getting the data right, with anecdotes about measuring MQLs and crazy logic of his inherited marketing systems.

Small is beautiful: It has been reported that up to 30% of any marketing organization’s data is invalid within one year. Establishing good data hygiene is not just important for accurate marketing results, though—for many marketing systems that charge per 1000 entries, having excess invalid data leads to dramatically increased data management costs. Fred shares how he dealt with validating 183,000 records and reduced marketing operations costs by as much as 60%.

Less is more: When choosing marketing systems, says Fred, be sure that they match your real marketing operations needs and your team capabilities. Sometimes a simpler system offers more agility, without the need for outside consultants. Glenn and Fred discuss the “shiny object syndrome”and how complex martech systems can be “more of an inhibitor to simple things.”

Fred is SVP of Marketing at HyTrust where he is responsible for global marketing including product marketing, demand generation, corporate marketing and strategy. Prior to HyTrust he has help senior marketing roles at both early stage ventures (Recourse, Blue Lane) and well established brands (Cisco, Check Point).

HyTrust is a leader in cloud and virtualization security. The HyTrust Cloud Security Automation platform provides the essential foundation for cloud control, visibility, data security, management and compliance, minimizing security and operational risk in virtualization and cloud environments.

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.


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