We believe that while the marketing organization has been, in many respects, turned upside down in the last decade, meeting the challenge to build compelling and innovative content and Omni-channel customer engagement execution has never been more exciting and achievable for marketing teams. Today, marketing leaders are faced with transforming their team, adding new skills, new technology, and new process while simultaneously delivering even more measurable return on marketing investment. Our focus is to work shoulder to shoulder with teams to help implement organizational change that allows them to adopt many required new behaviors quickly and completely and drive lasting change.
Data-Driven Marketing Organization
Every marketing leader and organization aspires to be more data-driven, however, building a modern data-driven marketing organization requires changes in the shape of new skills, new processes, and new tools and techniques for understanding customer engagement and customer relationships. Fjuri helps marketing leaders and organizations understand how to build a data-driven marketing organization and deploy data analytics across all marketing campaigns and touchpoints, from strategy and planning to in-campaign and post campaign review and optimization. We help our clients develop a data-driven business well beyond the walls of the marketing department where the right information flows freely and consistent. We believe that organizations that achieve a high level of customer focus and intelligence adopt a broader data-centric culture from the top down and decision-makers throughout the organization are provided the training and tools to harness the power of data on an ongoing basis to optimize system performance.
Modern Marketing Skills
There is little doubt that the marketing department has undergone significant change. And with the explosion of new data, technology, and media channels, building the right marketing organization capability to keep pace with change is often a challenge for company and marketing leaders. Of course, there are functions in marketing that have not changed much and are still required for all high functioning marketing organizations, including Product marketing, Product management, Channel & Partner, Market Research, etc. Our focus is helping company leaders and marketing leaders understand the new capabilities that are required to help drive revenue generating marketing and are essential to driving demand generation, content, and data services to a larger global marketing organization.
Modern marketing examples
- Influencer marketing: This involves partnering with popular social media influencers to promote your brand or product to their followers.
- Content marketing: This involves creating and sharing valuable and relevant content, such as blog posts, videos, and infographics, to attract and engage with a target audience.
- Social media marketing: This involves using social media platforms like Facebook, Instagram, Twitter, and LinkedIn to reach and engage with consumers.
- Search engine optimization (SEO): This involves optimizing your website and content to rank higher in search engine results pages (SERPs) for relevant keywords.
- Pay-per-click (PPC) advertising: This involves paying for ads to appear at the top of search engine results pages or on social media platforms.
- Video marketing: This involves creating and sharing video content to promote your brand or product.
- Chatbots: This involves using automated chat systems to engage with customers and provide them with support or assistance.
- Virtual and augmented reality marketing: This involves using virtual and augmented reality technology to create immersive experiences for consumers.
Customer Insights and Data Intelligence
Fjuri can help you build the team and process needed to segment, track, and identify your customers and deliver real-time insights to drive better decision making and optimize throughput. Tracking, analyzing, and interpreting customer behavior and attitudes should be an ongoing, often moment-to-moment undertaking that is critical not only to targeting and shaping relevant content and experiences but also to optimizing how they’re delivered.
Building the right demand generation team in the modern marketing organization typically involves cultural change that comes with combination of the inbound and outbound marketing functions and creating true multi-channel capability. Fjuri can help you build the right demand generation team to include brand building, brand thought leadership, lead identification and acquisition, and all lead nurturing, including CRM and advocacy and make sure you have the right talent in key roles like campaign strategy, campaign program management, technology operations, data analysts, inbound marketing experts, and outbound marketing experts.
Having the team and process to implement and manage your often-complex system of technology point solutions and large platforms and the ecosystem of data and workflow across marketing, IT, and Sales is critical for marketing today. Fjuri will help you build the right marketing operations solution – from skilled people to efficient processes – and the right technology that can automate processes, personalize interactions, and coordinate actions. Marketing technologists in particular have a critical role in the marketing operations team and are essential to navigating the selection of the right tools out of the more than 4,000 marketing-technology solutions to deliver the most effective customer experiences for your team.
Agile Marketing Team and Process
Agile marketing allows top-performing marketing teams to quickly respond to changes in the market, competition, and consumer behavior and justify each decision in campaigns and programs with hard data. But what is Agile marketing and how do I set my team up for success? Agile marketing means using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating. Effective Agile marketing hinges on the tactical approach of bringing together small teams of key collaborators and facilitating the necessary data and process for this team to work together – at speed, across multiple functions, and ideally in a “war room.” A high-functioning agile team can run hundreds of campaigns simultaneously and multiple new campaign inputs every week. We recognize that getting to a successful Agile marketing team structure and process in most organizations can be a challenge and requires top-down buy-in, willing collaboration, and shared decision making across multiple departments well outside of the marketing function. Fjuri can help you build the right team and process for Agile marketing by working with your team to build the right approach and identify and help focus the team’s efforts on the first set of high value projects, complete those projects cooperatively, measure their impact, and then set the process for continuously and incrementally improving the results over time.