Expert Interview with Glenn Gow on Marketing Technology

If you want to stay up to date on the latest in Marketing Technology, you’ll want to check in with someone like Crimson Marketing CEO Glenn Gow and his Moneyball for Marketing podcast, on which he interviews the leading marketers in the industry.

Marketing technologyGlenn recently spent a few minutes answering questions for us about Crimson Marketing and the trends, tools and technology he’s following today. Here’s what he had to say:

Can you tell us the story behind Crimson Marketing? What services do you offer? Who should be using them?

Crimson Marketing helps companies measure and improve their marketing performance with our focus on digital, demand gen and marketing technology.

Any marketer that wants to prove ROI to their CEO and improve ROI through better marketing should consider using Crimson Marketing.

What technology trends or innovations are you following closely right now? Why are they significant?

  • Content strategy and operations
  • Attribution of marketing activities
  • Establishing ROI on marketing investments
  • Integrated marketing planning and implementation
  • Demand gen strategy and implementation
  • SEO, SEM and website performance

We know these are significant because of our work interviewing over 250 CMOs and Marketing VPs, many of which can be found on our podcast called Moneyball for Marketing.

How do you help clients overcome their marketing challenges?

For all the categories above, we advise on strategy, starting with people, then process, then tools – mostly in the areas of digital, demand gen and marketing technology. Everything we do is to help the marketer measure their performance, improve their ROI and show their CEO how they are contributing to revenue.

What are some of your favorite tools for helping marketing departments manage and make sense of the data they collect?

Too many to mention. However, philosophically, we believe marketing should own and drive data management for all prospect and customer-related data. Armed with that data, marketing can be significantly more impactful than any marketing organization that doesn’t have the data they need.

What are the most common mistakes over oversights you see clients making in regards to data?

Too often, marketing doesn’t sit down at the table with IT to drive the design of data management systems and all the marketing technologies that tie into marketing data. As a result, marketing is severely hamstrung in measuring and improving marketing performance.

What advice do you find yourself repeating over and over again to clients? Why is it so important that they heed this advice?

Own your data so you can measure your performance, improve your ROI, and show the CEO how you are contributing to revenue.

Why do you think companies should consider marketing automation? What are the benefits?

Marketing automation helps streamline many functions of marketing; but most importantly, it makes the buyer the center of the conversation. Marketing automation software gives marketers the ability to help buyers buy, and it can execute those processes automatically. Some benefits are measurement, sales and marketing alignment, sales enablement, more effective campaigns, and increased revenue growth.

What are some best practices for implementing marketing automation software?

Three key best practices for implementing marketing automation software:

1. Start with change management in mind and recognize change takes time

2. Push hard for senior management support and advocacy

3. Start slowly, and gain early wins before expanding

About ReachForce

ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.

To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, check out our real-time web form enrichment demo, or request a free marketing data diagnostic. Get the power to let data drive marketing and higher performance.