Marketing To Win

Forcing attribution into everything is probably a bad idea.

I'm more and more convinced of this.

So how do you strike the balance? I'm not sure, but here's how I approach it:

Attribution is a beautiful thing. It can give you great insight into what works best and how much you influence.

Which provides the data driven insight you need to make things even better.

But it's not bulletproof.

Attribution models can be manipulated to show what you want.

And attribution models naturally assign value to certain activities more than others even when it's probably not the reality.

Like organic search (when they actually heard about you from a friend).

And some channels make much more sense for attribution. Like high intent paid search.

So, I think, you build it where it makes sense.

Make it good enough.

Don't force it where you can't.

And focus on execution.

#marketing

IN INFOMMERCIAL VOICE: Do you find yourself in the marketing rat race? (Most of us are at some level)

Always trying to hit numbers that in your heart you know won't actually improve the business?

If you are unsure, here are some ways you can tell:

If you have experienced any of these scenarios, know there is a better way.

No, you CAN'T call 1-800-GET-MQLS to sort this out, but you CAN take small steps to change the culture.

Focus on revenue, not leads.

Talk to customers, help them inform you what you should do.

Understand attribution is important but cannot be forced into all channels.

It's small, baby steps, to better marketing at work.

Good luck.

#marketing

This week I've been talking just about content process.

Because as I look back at my career the past 6 years, I've now seen the difference with it, and without it.

And the difference is NOT small.

Especially as an entry level or individual contributor to a team, one of the best ways to make an impact is to make things happen.

And things like email, SEO, content, etc... can all see dramatic improvement in results through process.

Process allows more to happen.

Process allows better to happen.

And it puts the focus in the right place, and the results should take care of themselves.

#marketing

Here are several ways you can evaluate if your content process is "good enough" over time:

These are just ways I've used to evaluate my own process.

Do you have any questions about it?

#marketing

An effective content process is your ticket to great quality.

When I've got an email campaign ready, I have a checklist I've created myself that I go through.

I pull it up every time. I don't have it memorized, I don't skimp a step. Here it is:

I don't even have to think about this anymore. I just pull up the list, go through my check, and it saves me so much headache.

And when you've got the quality down, your audience won't be distracted from the value you're trying to deliver.

#marketing

Here's how I've built a process for generating content.

Both for myself, and my team.

Any ideas you'd like me to expand on?

#marketing

Process eats creativity for breakfast.   Probably because good process actually feeds creativity.  Here's what I mean.   I would imagine very few of us, especially in the US, love a tight process.  

 Processes can be boring, they repeat themselves, they are the same every time.   Americans love the idea of spontaneity, freedom, creativity, and innovation.   

But in an ironic twist, my belief is doubling down on a process yields those outcomes much better than any spontaneous moment of creative thought.   

The fundamentals are key. They are the most important thing in sports, and they are the most important thing in marketing.   What're the fundamentals of marketing? Building awareness of, and creating demand for, your brand.   The basics of doing this is creating content people want to consume on a repeatable basis, and distributing in places where they can do so.   The tactics are simple, there really isn't an edge in any place... and if there is it's short lived.   The magic is in the process.  Building a process to consistently build content over time. To consistently distribute it in places where people will consume.   Time and time again.   And THAT's why good marketing is hard to come by.   Everyone's got the ideas, but we have the discipline to execute over time?  Often, the answer is no.   So turn that answer into a yes.   #marketing

I love small teams.

I've always worked on small teams, so it's hard to say what it's like otherwise.

But working in a small group has led to so many experiences, including:

- Getting to wear loads of hats, I've touched almost every aspect of marketing outside of maybe putting together a billboard 😅

- I've learned (and keep having to learn) to move fast, because well, I have to

- I've had to get a keen eye for something that is "good enough"

- I've really learned that prioritizing my work is super super super important

If you're on a small team, what else have you learned?

#marketing

I'm not sure great "strategy" is already knowing what you're supposed to do.

I think it's building a humble process that allows you to learn it quickly along the way.

Setting yourself up to act, learn, iterate, then act again.

#marketing

What makes a great marketing team?

There are plenty of success stories out there from companies achieving exponential growth.

But often, those teams are fueled and funded by lots of money from investors. 😬

Is that the reason, as much as anything else, that the growth happens?

I mean, if you hire enough sales reps and spend enough advertising in marketing, you're kind of bound to end up creating the demand.

It just forces it. You add fuel to the fire and it's going to burn bigger.

So where does the bulk of growth come from... funding? Or really great marketing/sales/product?

Both?

#marketing