Confessions from a “Storytelling Data Geek” (or in other words today’s marketing professional).

Meghan Lockwood - Greater Boston Marketing and Advertising

Today, marketing technology and consumer data is at the center of how organizations build and maintain customer relationships. Unfortunately, Forrester’s “The CMO and CIO Must Accelerate on Their Path to Better Collaboration” report found that less than half of marketers surveyed (45%) said their organizations have established a marketing technology strategy, compared to 61% of IT leaders.

Listen to Meghan Lockwood on Marketing Tech Talk

 

The importance of data:

With the abundance of communication channels, technology is critical device for collecting and filtering the data need to have a single view of the customer. Marketers have always been great storytellers, but the importance of data analysis has quickly become a pillar of a marketer’s knowledge base. In fact, Beth Comstock, CMO of GE, recently said, “If you came into marketing because you didn’t like numbers, then you don’t have much of a future.”

To thrive in today’s “always on, always connected” society, marketing executives, managers and associates will have to continue to collaborate with their IT departments, close communication gaps, and learn new analytical skills.

Nevertheless, where does marketing professionals start?

To answer that question, we sat down with Meghan Lockwood, Marketing Manager at TribalVision. The discussion focused on the skills and strategies needed for organizations’ to be successful in capitalizing on technology and relevant data to convert prospects to customers.

Some of the topics Meghan discussed were:

  • Technology has allowed marketing to be measurable through data analysis
  • Technology has changed business, making the convergence of marketing and IT essential
  • The data collected, allows marketers to serve customers specific challenges to build authentic relationships.
  • The content and messages developed can now focus on only what the reader cares about, not you.
  • Exercise: Print our your websites home page and highlight every time you see the word “we”. The less yellow you see, the better the website.

Who is Meghan Lockwood?

Meghan has over 10 years’, experience working with business owners and C-level executives, and counts Merril Lynch, Accenture, Duke University and the Trusted Advisor as past clients.

Prior to TribalVision, Meghan was a Senior Content Strategist at HubSpot in charge of Long Term Research and Customer Relationships. There, she wrote over 15 ebooks, templates, and whitepapers, including the 2013 State of Inbound Marketing Report that generated 70,000 new sales leads each month.

Meghan is a self-professed “storyteller” and “data geek” and her professional background is proof positive. She currently acts as an outsourced CMO for small to medium companies with TribalVision. and previously conducted research for Hubspot and MarketingSherpa. She is the primary author of several, books, e-books, and whitepapers on website optimization and inbound marketing. You will find her frequently speaking at industry conferences and webinars.