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Tomorrow’s marketers face a conundrum.

It’s a balanced equation. On one side consumers are becoming savvier. While personal technologies and access to information grow exponentially, customers demand more and more exhilarating and customized customer experiences. On the other side, marketing technologies such as artificial intelligence, programmatic advertising, and data-generated categorization and analysis of prospects make it easier to delegate marketing tasks to specialized algorithms.

The important question is how do marketers reconcile the need to create personalized buyer interactions with the expediency of trusting advanced analytics and CRM systems to map out the most effective strategies for reaching thousands or millions of individual prospects? That is — how, in the data- and digital-driven future, can brands and marketing managers maintain and nurture “personal connections with their customers and a nuanced understanding of their needs” in order to make decisions that will satisfy them? …


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Ladies,

I’ve been pondering the topic of how to design effective event programming for women professionals, turning it inside out, and asking some of you about it in private. Those of you who know me or have met me in person know that I am a feminist. Yes, we have the right to vote and not get fired for being pregnant, and Title IX requires equality in education, athletics and federal loans. But equal pay for women and paid family leave is still the exception — not the rule. And most industrialized nations are way ahead of the U.S. …


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I recently gave a presentation on how to build a personal brand, and my team thought it was a good idea to make it available online! Special thanks to Alek for recording this for us.

This is the perfect presentation to watch if you want to create a personal brand but don’t know how to get started or if it’s time to revamp your brand. The reality is that it’s important for everyone to have a personal brand to bring you the best opportunities throughout your career journey.

This presentation will walk you through the steps to create your brand, followed by the steps to build your audience and get your brand out there. We also cover tools that will help you along the way and special recommendations for entrepreneurs and for those who have careers that limit what you can share publicly.


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As digital marketers continue to wage battles for eyeballs, I am struck with the notion that it’s not so much the eyes that matter, but the “ize” — as in the need to personalize messages, recognize the target market, customize customer journeys, specialize within media platforms, synthesize marketing results, and publicize creatively.

The concept of meticulously drilling down to target the most likely buyers is, of course, nothing new. Micromarketing is as fundamental to today’s experience-based customer engagements as the newspaper display ad was to the local hardware story 60 years ago. …


It seems we are all hyper aware of culture these days. Political culture. Corporate culture. Tech culture. Culture and how it relates to women. Culture and ageism. Racism. Etc. It’s a defining time for America in regards to culture and clearly a time to raise the bar(n).

It is easy to see what is wrong with a culture when you are in it. But creating a culture and leading it is something completely different, and something that great entrepreneurs think about day in and out. Nothing shapes your company more than culture which is built from the inside out. And thinking of these lofty ideas when you are in the early process of building a company is both critical and weird. Critical because if you don’t define your culture early, it will create and define itself — if you like it or not. And weird because you are one person (or one of several people) thinking of what it will be like in the future when there are more of you. It’s a vision exercise to say the least, but it is becoming inherently more important as we see news of the Zenefits employee memo denouncing sex in stairwells at work and Uber employees crossing hugely ethical lines both in terms of the Waymo breach and also covering up their own data breach. …

About

Kate Walling

Silicon Valley marketing entrepreneur. Growth marketing and brand. Founder/CEO at Traction Hero, the marketing agency for high growth companies.

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