I don’t think the difficulty is keeping up with all the new information out there. It’s not hard to subscribe to a whole bunch of digital marketing blogs, podcasts, etc.

The real problem is about sifting through all that information and deciding what to act on. It’s incredibly easy to become utterly paralyzed by all the (oftentimes conflicting!) information out there. Oh, and then there’s the fact that the tactic that worked for this one person in their business could do absolutely nothing for yours. Marketing is still not an exact science!

So, what do you do?

Well, as Director of Revenue at a marketing automation platform company (Net-Results) I deal with this problem every day.

My answer: make sure you understand your own situation and how you’re doing. And then gather information in response to developments in YOUR world.

What do I mean with that? First, understanding your situation. Make sure you’re tracking efforts. That you spend time understanding what’s working and what isn’t and why. In our case, we do extremely well with the leads that we get: we close a high number of them.

But we do far worse turning website traffic into leads. So, that’s what my team and I are focused on when it comes to searching for new ideas. We apply some measure of tunnel vision to help us sift through the information. We don’t need to know everything right now – we just need to fix the problem at hand.

And then there are moments when you step back and get an overview of the bigger picture. And you just your goals – and information requirements – accordingly.

So, to summarize: be specific about what you’re looking for. Gather info around that. Pay less attention to everything else.

I hope that helps. 🙂

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Henrik Becker

Marketing Automation Consultant