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How To Make Data Analytics a Natural Marketing Outcome

Posted on February 4, 2014 by Glenn Gow

An extremely small minority of companies understand how to tweak their demand generation funnel to account for real time activities inside their organization. Marketing automation is the hot trend in technology marketing, but how do you move away from the daunting process of “data science”?

On this episode of Moneyball for Marketing, Jon Miller shares his expert insight with me on the importance of “turning marketing from a cost center into a revenue driver using the right metrics to build marketing’s credibility.” Some of his key points include:

  1. Marketing must use the language of business, not the language of marketing, and have the right tools to earn a seat at the revenue table.
  2. Marketers do two things wrong with metrics:  talking about activities more than outcomes and talking way too much about cost.
  3. As B2B companies embrace the omni-channel buyer, marketing analytics tools will move toward auto-engaging people with the right content at the right time. The more data sources you have about who that person is, and the more ways you have to interact with them.

As the importance of understanding individual buyer needs grows, how do you think marketing tools will help you and your company go to the next level? Share your thoughts below!


Jon Miller is the VP Marketing and Co-Founder of Marketo. He’s a speaker and writer about marketing best practices, and is the author of multiple books including: The Definitive Guide to Marketing Automation; Engaging Email Marketing; and Marketing Metrics and Analytics.  Jon has a passion for helping marketers everywhere. He is on the board of Scripted and is an advisor to Optimizely and NewsCred.  In 2010, the CMO Institute named Jon a Top 10 CMO for companies under $250 million in revenue.  Jon holds a Bachelor Degree in Physics from Harvard College, and has an MBA from the Stanford Graduate School of Business.
Read the full transcript here

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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