How do marketers use technology to send the right message to the right person at the right time in a personalized yet massive scale?

Why is it that when we click on some web content, we generally start receiving more related content through different mediums and channels?

In this episode of Campus on the Common, we talk with Emerson College Adjunct Professor Randy Harrison about Marketing Automation, what it is, what it does and why it’s important for next-generation marketers.

ABOUT OUR GUEST...Harrison started on his journey to make products "easy-to-buy" when it became clear to him that he loved connecting people to creativity on the cutting edge. Out of necessity ROI, value and revenue generation have always been his raison d'être.

This is because he cuts his teeth promoting concerts featuring artists like classical composer Philip Glass at the beginning, dancer Twyla Tharp, jazz genius Ornette Coleman and more, with the unforgiving box office and ticket sales serving as the metric of success, or failure. Somehow he got good at filling seats and selling out the house.

He even co-produced Frank Sinatra, which was an education unto itself.

As a marketing consultant, he's an "architect,' a designer of strategy and solutions, specializing in the often overlooked task of positioning to address the fundamental questions of "how are you different?", and "why should we care?"by identifying competitive advantage(s) and exploiting "compelling reasons to buy" that attract and engage customers and prospects.

This path has offered Harrison many interesting opportunities to help companies create value in a wide variety of industries, from Tech and Digital to Textbooks with almost it seems, everything in between.

Some examples. One personal best was consulting for an IT Services firm where Harrison repositioned their e-Business offerings and mounted campaigns that drove $1billion in new sales and another $1billion in old, all in 18-months. Other results haven't been too shabby either, most recently guiding a staffing business from $0 to $35million in annual revenue.

Currently, Harrison is both a marketing consultant and an educator, having served on the Faculty of Marketing Communication at Emerson College since the Fall of 2002.

As a professor, he constantly seeks to create and enable applied learning experiences that empower today's students to invent their futures with the tool-based competencies and the strategic know-how to use them, as well as collaboration in high performing co-elevating teams.

All in the era of one-to-one marketing fostered by digital disruption and transformation, where all of us are literally writing the rules and inventing the future on the fly. FUN!

Some Specialties:Higher Ed, Self-Serve Education, Skill Up, Marketing Education, Experiential Learning, Integrated Marketing Communications, Marketing Strategy, Marketing Consulting, Digital Marketing, HubSpot, HubSpot Academy, Salesforce, Trailhead, Inbound Marketing, Content Marketing, One-to-One Marketing, Competitive Advantage, GAP, CAP, Shareholder Value, Differentiation, Sales Enablement...