I have four rules I live by as a modern marketer. I use them as a guide to producing the best work I can. They are not awe-inspiring or groundbreaking thoughts. But I remind myself of them every day. Hopefully you can see the kind of in-market program performance I have by using them as well.
1. Become theory agnostic.
Revenue growth happens in the real world, across multiple industries, budget realities and use cases. TWEET THIS
I like a good framework as much as any marketer, but real revenue growth happens when we actually use academic theory and associated artifacts to design, launch, manage, measure and optimize programs that work.
My advice? Become fluent in the thinking of modern marketing’s foremost thought leaders, analysts, and strategic advisors.
You’ll find value in work from all of them. Then integrate that thinking to develop a unique, POV-agnostic go-to-market strategy and test it to determine performance. The best ideas almost always come from the thinking such frameworks provoke, not in the prepared framework itself.
2. Never forget the magic lies in our humanity.
Modern Marketing isn’t a term to describe a tactic or list of them. Modern Marketing is an ethos that champions the use of tools and actions that all roll into measurable revenue results. TWEET THIS
That means modern marketers use data to make decisions…the best of us are half data scientist, half storyteller.
It also means we embrace the tech stack, not for the sake of boasting about a best-of-breed stack, but because we deeply understand the insight the right carefully curated stack can provide. But at the end of the day data and automation the tech stack provides is nothing without the rock stars that derive meaning and insight from data to design totally innovative, human, one-of-a-kind solutions.
Become a modern marketing rock star, not by curating the best stack, but by making it work harder with your deeply innovative insights. Never forget that even in B2B marketing, prospects are people. As humans, we don’t make decisions based on features and benefits. Everyone makes decisions based, in part, on emotion, “gut feel” and brand promise. We buy when we are moved. We buy when we are captivated and engaged to the point that we drop whatever it is we’re doing and say, “Oh, heck yes. I want THAT.” It’s your job to craft and distribute so powerful a story that when the right person engages with it, you get their gut. And then use the tech stack to understand which of your messages did that.
3. Develop a zealot’s commitment to optimization.
Modern Marketing isn’t a Silver Bullet. Although living the Modern Marketing ethos may lead to a Silver Method. What is this magical method? It’s pretty simple: a commitment to continual optimization. Develop a hypothesis, get a minimum viable hypothesis expression in market, test performance, measure results, develop more hypotheses, scale. Rinse and Repeat.
If Modern Marketing really is anything, it’s a zealot’s commitment to this process. Become a zealot. Be tenacious. Don’t fall in love with your own ideas. Let the market tell you what they want. Then give it to them. TWEET THIS
4. Don’t take the easy way out when approaching your tech stack.
No single technology provider, even with all their add-on modules, is a silver bullet either.
My agency is strictly technology agnostic for a reason.
We partner with our clients to set-up, integrate and optimize a carefully curated stack of technology from a multitude of vendors, with great value propositions, that become insanely powerful used together to enable action against deeply understood, focused business problems.
Don’t let a technology vendor convince you they are the single source of truth or performance.
It’s almost never the case. TWEET THIS
You have to do the hard work of talking to everyone, deeply understanding their value propositions and unique architectures. Know your stack well enough to understand what the use of a new piece of technology means…what outcomes to expect and its impact on the performance of your other platforms. Figure out a way to model return on investment. Integrating a new piece of technology is expensive and always takes longer than we want. Don’t take the decision lightly. Do your homework. Ask A LOT of questions. And insist on pilot testing.