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Winning B to B campaigns on some level are always gonna be the same. I mean it very much
is about connecting to a customer and trying to deliver value with what your product or
solution has to offer. I don’t think that’s ever gonna change. It’s been that way ever
since the, you know, B to B marketers back in the stone ages. So I don’t think that’s
gonna change. What I do think is changing is the way you make those connections. You
have many more choices. It means your job is a lot harder because you have to evaluate
one versus the other. Because there is so much new data and analytics and new-- so many
new tools to evaluate that, there still is always gonna be a certain amount of trial
and error, a certain amount of expect-- experimentation that I think marketers are gonna have to imagine.
I think that marketers going forward have to really have a toolkit that looks at it
a 360 approach. It’s gonna be have I connected in a way that’s relevant? Have I-- do I
have access to insight data and analytics that even if I don’t know that I need it
now, I may need it later. And in turn it’s gonna make me smarter, my company, and I’m
gonna make the customer smarter. And three, I guess, do you just have the kind of fortitude
and discipline to stick with it when maybe some of the results take a little bit longer
than you’d like?