Ray Kemper | CMO, Televerde, GreenFig Instructor
When GreenFig approached me about participating as an instructor in its new Digital Marketing Science Course, I was not only honored but thrilled to have a chance to participate in a new, innovative program to build savvy digital marketers.
Traditional university marketing programs set a great foundation for marketers, but their ability to stay current on the incredibly fast-moving world of digital marketing falls flat. I have hired many marketers over the years at AT&T Mobility, Microsoft, and others, and I have hesitated when hiring early career graduates. The learning curve for being able to hit the ground running for digital marketing roles was just too steep when you have an already stretched marketing team. I have typically needed someone who could make an immediate strategic and tactical impact on my digital efforts. The GreenFig Digital Marketing Science microdegree seeks to bridge that gap for the new graduate or the professional wanting to deepen their skill set. Digital marketing is now driving most of the marketing strategies across all industries and it continues to grow. Congratulations to students on taking a giant leap forward toward becoming a digital marketing professional.
The course I am teaching is called, Planning for ROI-Baseline KPIs for CMO Dashboards. In this session, we will have some fun addressing the following key areas:
Finally, we will touch on marketing’s alignment with the sales team and the importance of collaboration between the Chief Marketing Officer and Chief Sales Officer. Marketing drives pipelines in the B2B world but rarely closes a deal. Locking on the key measurement for ROI together and having a single source of truth for measurement, like a Marketing Dashboard, can help you stay focused on driving results.
By Ray Kemper
Opportunity favors the prepared mind. I am a firm believer in this. Lifelong learning is critical to individual growth and independence. We are at a unique point in our history. Everyone feels it. The pace of change is accelerating - exponentially – in every aspect of our lives. It is driven by the prevalence of technology and data enabling our daily interactions with life.
I feel like there is a misconception in the marketplace today around what Account Based Marketing (ABM) is. Many people believe that you need a big fancy piece of software to execute it when the reality is that you can start your ABM strategy with the most highly available and adopted piece of marketing technology today, Microsoft Excel. This belief comes from the surge of ABM as a core business strategy that was created by the MarTech vendors offeri