I had the pleasure of sitting down with Maribel Lopez, Founder & Principal Analyst at Lopez Research, to discuss our current thoughts about staying relevant and real—or as Maribel put it “pivoting quickly”—as technology marketers in this age of digital transformation.
Some of the top takeaways from our great chat centered around the dramatic shift in our buying audience as more and more technology decisions are shifting to the line of business buyer and to the board and C-suite. The opportunity before us is to show how IT increasingly adds strategic value and contributes to the all-up bottom line.
We agreed that much of this is centered around data in the age of automation and the crying need for smart analytics. How do you mesh all your data streams to drive real insights relevant to your business? I suggest three questions as touchstones:
- Is the data telling me the story I need to act intelligently?
- Do I have the right metrics? Am I looking at the right measurements to really affect my business?
- What other areas are providing listening opportunities and how am I using those tools to inform my metrics?
Maribel noted that “metrics are now a living, breathing thing” and we have the opportunity as marketers to deliver a more personalized experience and move from generic to mass customization.
We covered a lot of ground in just six minutes, including tips for success as #WomeninTechnology. You can check out our full conversation here.