011 - “The promise of attribution software is cracking like cheap glass.”
1* “The promise of attribution software is cracking like cheap glass.”
A strong statement from Mr Walker, as he continues his charge on challenging the status quo on measurement and modern-day B2B buying.
It’s really hard to disagree with the logic.
Attribution platforms are limited by design, data and agenda.
Marketers striving for a “single source of truth”, do so at their peril. Measurement does require attribution platforms, absolutely. But data needs the reinforcement of a qualitative perspective, combined with some mileage of someone who gets marketing, audiences and buyers.
Your marketing decisions need to be made up of multi stacks of data, insights and knowledge.
Chris Walker entices 184 comments on this first-hand example of attribution vs qualitative data.
2*Content marketing isn’t just newsletters, blogs and promotional videos.
Here are 50 different types of content marketing you can consider for 2022
My personal favs are 2,3,17 and 50. What’s yours !?!
3*How to structure your marketing department.
Former Drift and Privy CMO, Dave Gerhardt interviews several marketing leaders to discuss how they approach building their marketing infrastructure.
Here’s what I liked.
An 8,000 employee strong company tackles marketing with an integrated approach in 4 key areas. Portfolio Marketing | Demand Generation | Marketing Operations | Brand and Communications
Building a brand that creates demand with connected teams
A scrappy start-up team designed for sales enablement
A centralised, demand-driven model
The three people to hire first!
4* “There is often a gap between when companies need to invest in Marketing and when they actually do it.”
The impact of delaying your marketing investment might not be felt immediately, but there’s only so much you can ride that wave of a historical good campaign, a great piece of press or that sales introduction. Brands need to ensure their investment in marketing is consistently planned and approved ahead of time.
This isn’t just paid advertising dollars, but getting the content production in place, along with the staffing infrastructure to ensure you can deliver and execute on your strategy.
Check out Shiv’s full post here.
5* Would you like to keep your customers for a decade?
“Forever customers build forever companies”. An amazing statement, and takes a refreshing alternative look at a marketing economy built on short-termism.
Saastr takes a look at the key ingredients for driving decade long customers.
Understand what it takes to win enterprise deals
Overdelivering
Invest! A $250k a year client can be worth a lot over 10+ years, make sure you invest appropriate sums to acquire those high-value clients
Slow it down, multi-million dollar clients can wait an extra month to get it done right
Say hello…in person (covid pending)
Conversation(s) You Should Read
Henry Ford “If I had asked what people wanted, they would have said faster horse”
Risking short-term metrics for a long-term healthy pipeline.
The VP of Sales doesn't care about marketing attribution at all.
Tools & Platforms
Each week I share a tool I have used, plan to use or I find interesting.
Harry Dry is back with a new look, feel and more content than ever before.
If you're looking for creative inspiration, look no further than Marketing Examples. A blog that collates the best creative and copywriting executions.
https://marketingexamples.com/inspiration