Data is everywhere these days. With the the shift to digital we can measure almost everything.
Of course, this is highly advantageous as it allows for better decision making and improved ROI. If your company's marketing is still being run on gut instinct and repeating "what we did last quarter" then the message is clear:
"FIx it or you will be left behind"... In fact, you are already being left behind by your competition.
Alignment between Sales and Marketing has been a challenge for organisations through the ages. Now, fundamental changes in your buyer's behaviour are increasingly creating misalignment between these two functional areas. Misalignment breeds inefficiency. Propose to close rates fall, the quality of leads fall - cost of acquisition increases.
Just like Goldilocks' quest to find the porridge that's just right, the challenge for marketers is to get the temperature of their content just right - not too cold and not too hot.
I love those crazy Youtube videos where dozens of (usually nerdy) students have spent weeks crawling around on hands and knees laying out hundreds of thousands of dominoes, all in preparation for the big moment that kicks off one almighty chain reaction. A great B2B content marketing strategy should have exactly this effect on your target audience.
I was at a business planning workshop last week given by the Equus Group where we watched a short 2 minute video called 212 Degrees that set the scene for the day’s events.
"There is a digital disconnect in executive ranks, a leadership vacuum created by a mismatch between expertise and authority." So says Jake Scrofman in The Harvard Business Review Blog.
When you think about your marketing partners, do you think to yourself, "I really need a firm that can transform my business." (As a business owner or leader its possible you dont even speak with your marketing partners at all!)
