013 - driving everyone to your website by default is a big mistake
1* “In a social first world, driving everyone to your website by default is a big mistake.”
Image Source - Shiv Narayanan
Is your goal to drive a user to your website or to consume your content?
The former is the default for most marketers, but the obsession with the use of the traditional funnels can lead to diluting the goal of your marketing campaign, which should be to educate and engage your customer.
Two scenarios to consider, as a customer yourself, what would be your preference.
Click on a LinkedIn ad
Go to a website that takes 3 seconds to load
Accept a cookies link
Start reading your article
Interrupted by a chatbot
Ignore, keep reading your article
Interrupted by a newsletter invite
Leave…
Vs
Go onto LinkedIn
Click ad
Consume the article natively in LinkedIn
Go about your day
Limit the friction between your content and your customer.
2* How to break down data silos and become the data-driven marketer you need to be
Every year, marketers have more data at their disposal, but what good is that if you can’t access, connect and understand it in any meaningful way?
With this core issue in mind, B2B Marketing spoke to several senior marketers to understand the barriers to becoming data-driven and, more importantly, how to overcome them.
Download this report now to learn more about:
Four reasons B2B marketers are failing to realise their data-driven dreams.
Product usage data and subscription models: a help or a hindrance?
Smashing down data silos once and for all.
3*Aligning brand and demand: the future of B2B marketing
“Only 9% of marketers devote more than 60% of their budget to long-term programs. This is down from 21% the year before.”
A worrying statistic in a world awash with more and more competition, with disruptive start-ups around every corner, with similar websites, similar advertising, all implementing the same growth playbook.
How do you stand out?
This coupled with marketers continuing to be under pressure to deliver results “now”.
It’s hard to see a world where markers can look beyond performance with the pressure to deliver leads, leads, and more leads, without stopping to think how good are these leads (that’s for another week).
But, back to this point, aligning brand and demand is not only the future, it’s the present day for brands hoping to be successful in today's marketing world.
Read this piece of The Drum to the 5 practitioner steps to align your brand and demand plan.
4* Influencer marketing done wrong
I love B2B brands being bold, original and creative.
To some this is an older gentleman spitting bars about karate and software.
The Netflix series Cobra Kai offers a trip down memory lane, who doesn’t like nostalgia.
I rather enjoyed it.
But this seems very forced, I’m not sure of the connection between John Crease and Data Fragmentation, but bravo to Demandbase, for trying to be creative, it just misses the mark for me.
Conversations You Should Read
Most marketing fails because of the offer
34 marketing automation trends to keep an eye on
Tools & Platforms
Each week I share a tool I have used, plan to use or I find interesting.
A one to one personalised video service. Bomb Bomb.
Using outreach to prospect to a customer, or do you want to send a quick video to your colleague?