With ten years of digital marketing experience, maybe I can give you a few pointers:
1. Accept that marketing is still a creative profession.
Yes, data is important. Yes, you should be data-driven. But guess what? It’s still not programming. There is no “this input equals that output.” You make an informed decision and you fail, fast.
2. Buy marketing automation software.
Like Net-Results. Seriously. If you’re still manually following up with prospects, you’re wasting time. If you’re not automatically sending leads to sales, you’re wasting time. Automate as much as you can, and focus on being creative and strategic.
3. Be best buddies with sales.
Sales and marketing often don’t see eye to eye. I never understand why. Sales is your friend. They talk to prospects all day long. Get on sales calls and demos. Listen to what prospects actually ask for, versus your beautiful marketing messaging. Ask what sales wants and then give it to them. You’ll be thankful later.
4. Clearly define stuff.
Don’t just “do marketing stuff.” Don’t do that campaign, because sales asked for it. Or because management did. Define your own acceptance criteria, one of which should be: what problem are we trying to solve? How do we solve it? How do we define success? NEVER “just run it” because that’s how you end up in marketing limbo.
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