About The Blog
Do we really need another marketing blog?
Good question… There are an AWFUL lot of marketing blogs out there already, so why bother? A few reasons…
- I need an outlet: I recently left Forrester Research where I was VP and Research Director leading Forrester’s marketing practice. Forrester analysts enjoy lots of attention and, frankly, I miss that part of it!
- I have ideas and experience worth sharing: I’ve been living and breathing data-driven marketing and marketing technology for years now. I haven’t always been an observer. Before Forrester, I spent 14 years as a consultant working side-by-side with marketers to develop analytic marketing strategies and define and implement all of the technology, process, and organizational changes to deliver on those strategies. I’ve had some major successes and a few debacles – I’ve learned from both.
- Maybe it will help my business: Hey, I’ll be transparent, I’m planning to make a living as an independent consultant for a while. I’m done working for “THE MAN” (at least for now). This blog will be a great way to illustrate my ideas, personality, and experience. It will also help me continue to keep the brand and network that I was able to build through Forrester.
Why NxtERA Marketing?
It’s personal: My initials are ERA (my mom was a Ph.D. candidate at MIT in the 60′s – go figure!). I turned 40 in August. Both my kids are now in school. I’m planning the next phase of my life (stay tuned)…
It’s professional: You’ve heard it before — we’ve been talking about it for years at Forrester. The consumer is in control, audiences are fragmenting, more and more marketing channels are becoming direct and interactive. Marketing needs to engage, interact, establish a dialog – yada, yada, yada… Yep, all that stuff. Marketers need to move into a new ERA and radically change their mantra, their role, and their approach.
What content can you expect to find at NxtERA Marketing?
I admit it – I’m not a fan of marketing. I think marketing today is way too much about being a bullhorn and, despite all of the noise, few marketers really walk the “customer first” or “customer-centric” (you pick the cliche) talk. When I built my first customer marketing database (at Staples) in 1995 my mother complained that my job was to send more junk mail… I want to prove her wrong!
Through this blog, I will share my:
- Ideas and insights on ”customer-centric” marketing, integrated marketing, relationship marketing, database marketing, marketing analytics, and marketing technology based on my experiences past and present.
- Reactions to news, events, and personal marketing interactions related to the topics outlined above.
- Recommendations about the small and big things that marketers — and marketing suppliers — can do to help move the needle towards the customer.
My goal: To entertain, inform, and share experiences.
My biggest fear: Talking to air! So, please add your comments and feel free to agree, disagree, and expand the thinking!
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Elana. I just discovered you and I’m in love! I just caught myself saying “yes” out-loud while reading some of your stuff. You are definately on my NetVibes tab.
Phil -
Thanks for the kind words. Keep reading and commenting. With you and a few friends, maybe I can get my Technorati rank under 1,000,000!
Elana
Hi Elana,
Best of luck with NxtERA. Question regarding your comment (which I am COMPLETE agreement with) “…few marketers really walk the “customer first” or “customer-centric” (you pick the cliche) talk.”
So, now as a consultant entrepreneur, what avenues will you pursue to find those marketers that actually DO walk the walk or are at least truly ready to begin? Where do these people congregate? What are the signs of the customer-centric inflection point being reached or near? Are there early indicators? Are their industries/verticals where this may be more imminent? Is there a quick litmus test to separate the walkers from the talkers?
Curious….
Again, best of luck with your new endeavor. I’m certain your shoes will be hard to fill in Cambridge.
Great to find real Marketing insight among all the crap on the marketing blog internet wagon.
Good luck Elana..
i will be visiting your site frequently
Juan – Great to reconnect. Thanks for your good wishes.
Doug – Thanks for your comment and good wishes. Good questions… I suppose that there’s some self-selection here… The marketers that are going to WANT to work with me will want to make progress toward being more customer-focused. In terms of industries and verticals, I’d say that companies in services industries are farther along, but there is a tremendously long way to go. The product-oriented mindset runs very deep. I’ll put some more thought into some of these questions and post ideas to the blog. Keep following and maybe we can get a discussion going and move the market forward.
Hello Elana! I couldn’t be more thrilled for you relative to “finding your bliss” and founding NxtERA. Well, it might not be “bliss,” but at least following your passion! Yours is a powerful voice in the marketing community and I too look forward to frequent visits to your blog.
Best of luck!!!!
Hi there Elana! Hope the Blog is going well for you. Thanks for “putting” so much of yourself out-there. Could you ever imagine having to retract a statement because you “mis-spoke”? Crazy days indeed!
Elana, please do not stop bloging. I consider you a source of knowledge in current marketing insight.
I know that with your current position and demands, in corporate America you will be extremely busy,, but please do not forget about the marketing mortals..
Regards,
Juan Ramos
Mexico