Why I Brought a Magician to a Marketing Conference

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Why I Brought a Magician to a Marketing Conference

Buzzfeed once called Dan Chan “Silicon Valley’s favorite magician.

He’s performed at events for Google, Apple, Airbnb, and last month I invited this Master Magician to accompany me at the MarketingProfs B2B Forum.

Now, I had pulled a similar stunt at this show a few years ago as a sponsor, using a marching band in 2015 to bring attention to a startup I had co-founded the year prior.

But this time, my goal was twofold. First: get butts in the seats at my session. So, prior to my talk, we canvassed the halls of the event, giving people an impromptu magic show.

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Watch as Dan finishes a trick with Rob and Stephan:





Here he is successfully guessing the code to break into Samantha’s iPhone:



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(He’s done that same trick for Apple employees, something they’ve understandably described as “a little scary.”)



Here’s Dan making Jon suspend disbelief for a brief display of magic rings:

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Each time, Dan would promote my talk and encourage attendees to come to my session.

Goal, achieved.

Butts were in seats, enough for a standing-room-only situation at the back of the room. Someone sat cross-legged in front of the stage.

Now, to kick-start the session, Dan invited an audience member on-stage, asking her to pick 10 cards from a deck. At her direction, he shuffled the numbers randomly and asked her to phone dial the resulting digits shown on the cards.

My phone rang loudly from the back of the room as heads swiveled around, revealing that the 10 random cards were actually perfectly arranged to make up my phone number. It was awesome.

I thanked Dan, our audience member, and started my talk with one simple question: Do I have your attention?



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Of course I did.

(By the way - no, I still don’t know how Dan did any of his tricks. Yes, I’m still freaked out by it.)

So, what’s the big reveal here? Why did I spend my own hard-earned cash to hire a magician in addition to the cost of coming across the country from Boston?

What was the reason behind using magic tricks to capture the attention of those in the event hallways and that of my audience in the room?

What does it mean?

Nothing at all.

That’s the point.

Attention, by itself, is meaningless.

Magicians are a great metaphor for what many misunderstand about the charter of marketing. We’re not here simply to get attention for our businesses.

Magicians know how to distract your attention to suit their goals.

For example, those rings? Some magicians perform the trick by covering up holes that exist where their hands are, or by opening holes with pressure. You’re shielded by their showmanship and the glean and DING of the metal as it smacks together.

(Note: This may not be how Dan does his tricks. It’s one common explanation.)

Some magicians, like some marketers, would like you to suspend belief in the world you know, and live in their fantasy world -- for example, one in which they can cut a woman in half. In reality, the trick is done with ample space and agile women.




It's a game of distraction and manipulation, nothing long-lasting, nor meaningful.

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It is time to change.

Val Valentino, the Masked Magician who exposed long-guarded trade secrets on a special Fox series (available on Netflix) caught a lot of flack for telling such exceptional truths. Part of the magician's code dictates never to reveal the secret of any illusion to a non-magician.

Valentino’s rationale was admirable:

"It is time to change. The audience wants something new. Magicians need to think, not rely on illusions that other magicians have created many years ago.”

In a way the marketing industry operates under similar parameters.

We like to pretend our stunts somewhere between magic and timeless, while, in reality, the world is moving on with or without us and our “closely-guarded trade secrets.”

In fact, buyers are rebelling against these trade practices we accept as the norm.

70% of consumers don’t trust advertising and 42% distrust brands, calling them “remote, unreachable, abstract and self-serving” according to a study by Trinity Mirror.

Ouch. But something we undoubtedly deserve.

Meanwhile, Forrester called 2018 a “year of reckoning” for many brand as consumer trust is at an all-time low.

The stunts we pull are getting old.

Attention itself is meaningless without trust.

The science of capturing attention in marketing is well-worn, but it becomes a dangerously shallow practice if it’s all we focus on.

Recently, Lee Odden called me irreverent in his recent list of top women in digital marketing. (Thank you - I am in incredible company.)

Irreverence is the art of showing a lack of respect for things that are generally taken seriously. And, truthfully, I believe revering marketing the way we do is somewhat silly.

See stats above about our buyers’ rebellion.

NOW WAIT, before you blow up the comments, I have enormous respect for legitimate business leaders in marketing who drive real change among buyers in-market, who can help their brands be seen as leaders within crowded industries, and who can create the meaningful kind of growth that makes us invaluable to the world of business. Some marketing even affects positive change in the world beyond business growth.

That’s the kind of marketing I admire.

I have very little respect for hucksterism.

The kind of marketing that is often followed by the word “ploy.” The kind that is manipulative and shady (like magic), instead of honest and persuasive.

The kind that deploys jargon-filled nonsense and calls it thought leadership. The kind that looks, smells, sounds, and feels like everyone else. The kind that feels “generic.” Propaganda. Hyperbole. The kind that adds to the noise. Deafening noise.

The kind that over-promises but under delivers in the reality of the buying or user experience.

The kind that reduces the importance of social movements like feminism down to a tagline. That kind that sets unrealistic standards.

This is the kind of marketing that has led 42% of buyers to say “I don’t know what companies I can trust” according to Edelman.

That same study also found that the vast majority (69%) of CEOs said their #1 priority is now to ensure their company is trusted.

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The bottom line is this: We’ve got a major trust deficit to crawl back from - and if attention by itself is truly meaningless today without trust, then the whole damn paradigm of marketing as we define it needs to change.

This is an incredible opportunity for marketing.

I know - you may be thinking this picture of doom and gloom I’ve painted is anything but hopeful. But there is plenty of hope for our misguided profession in light of these factors.

Marketers, we can see this current world of chaos as either a threat, or an opportunity. The truth is - these are the perfect conditions from which to lead.

Think about it, every brand is struggling with these same parameters - the playing field is somewhat leveled. No longer does simply the loudest brand win - or that with the biggest marketing technology stack.

Today, wins belongs to those brands who can help lead buyers through this chaos, and those who approach their roles a bit differently than our past may dictate.

I brought a magician to a marketing conference in order to prove a point. Nothing he did on stage helped anyone in that room trust me. What got them to give me such glowing reviews (thanks guys) was the quality of everything I said following that stunt.

My audience’s attention didn’t mean anything until I gave them a reason to trust me, follow me, and believe me.

What to do.

For B2B content marketers, sales enablement, field marketers, and demand gen pros:

Our marketing content can be a vehicle for trust if it includes:

  • Original insights and fresh ideas that challenge how buyers currently see their worlds.

  • Transparency into our expertise and honest clarity about the industries in which we operate.

  • Actionable, contextual ideas to help customers advance their business.

Anything other than this isn’t helpful - it’s just adding to the noise.

For CMOs:

If trust is a strategic C-level priority, then every CMO now has something incredibly valuable to drive towards in 2019. If the #1 priority of your CEO is to ensure the company is trusted, what can you do to align with that strategic goal?

(Let’s be honest, with the shortest tenure in the C-suite, uncertainty over the value of marketing, and confusion around what it is we really do, the CMO of 2019 really needs a win.)

Trust is something marketing can directly create, protect, or destroy in-market. After all, it is perception. That means the ball is in your court.

How to make trust a part of your marketing plan in 2019:

I recommend auditing the pieces of your business that either create, or destroy trust:

1. Your transparency in the B2B buying process. Close these gaps, and reap the rewards. 99% of IT buyers want product reviews. Only 59% of marketers provide them. 95% want technical spec sheets. Only 72% of marketers provide them. 90% of IT buyers want a product trial to get their hands on the goods before buying. Only 57% of marketers provide it. (Spiceworks study.)

2. Clarity on your values. Don't just give them lip service, but examine with a critical eye how you live them. Buffer doesn’t just say they are transparent, they show it. Patagonia doesn’t just say they are environmentally conscious, they donated $10M in tax savings (due to the recent tax changes in the US) to climate change prevention initiatives.

3. Practice insane honesty. Even when it positions you at a deficit, insane honesty can be a differentiator. See Doug Kessler’s thoughts on this topic.

4. Tell extraordinary truths. What is everyone in your market thinking, but nobody is saying? Rand Fishkin of Moz found great success with his Whiteboard Friday series, revealing the truths of the SEO industry in a time when many service providers would prefer they stay secretive to protect their profits.

As he says in his excellent book, Lost and Founder:

“We were called crazy and foolish for oversharing so much about the mechanics of the business. But we also became trusted, and, especially because the field of SEO and the broader world of tech startups are so often impenetrably secretive, it paid off.”

5. Prioritize relevance - prove to buyers you’ve done the legwork to understand them. We kind of suck at this today. 60% of B2B companies fully admit they don’t understand their buyers (SiriusDecisions). 70% of B2B buyers feel brands don’t understand their business. (B2BMarketing.net).

Nothing we do can be trusted if it’s glaringly obvious we don’t understand the people we’re tasked with serving.

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The greatest job of marketing was never simply to create noise, stunts, promotions or deals. It has always been to create change - to change buyers from apathy to giving a damn about us, and our ideas as a business.

My friends at Yesler kindly arranged that thought into an easy-to-share Twitter graphic (high five for real time marketing):


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I hope my magician was not only entertaining (hey, I had fun), but reminded us all that attention is not our endgame.

This difficult charter takes so much more than simply capturing attention. We’ve got to prioritize strategies that earn trust in equal measure.

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Every week I send out new ideas, writings, and interesting links on marketing, business, and life. It’s free & curated by me. Subscribe to The World's Best Newsletter here

Thanks to all who came to my talk. Email me katie@katie-martell.com for a copy of the slides.

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How to Escape the Curse of the B2B Consideration Set

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How to Escape the Curse of the B2B Consideration Set

Last week I had the opportunity to keynote the marketing track at Spiceworld 2018 -- an event that brought together 1,500+ IT pros and the marketers who aim to reach them.

Note: This event had no relation to Spice World, the movie.



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Which, by the way, is truly an underrated artistic achievement of our time.

I digress.

On stage, I asked the audience of IT marketers, are you cursed

If you market or sell software, technology, or hardware to a business buyer — chances are, the answer is yes. 

Competition is growing in every sector as B2B offerings become increasingly commoditized. Just look at three tech verticals in from 2017:


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Source: ChiefMarTec

More options for the buyer means a tougher fight for vendors. 

Most B2B products and services face this common challenge: we're grouped with our competition as the buyer makes their decision. 

This is the curse of the B2B consideration set. 

As competing vendors go to market, they are categorized into in a hard-to-escape rank and classification in the mind of the buyer. The more competition you have — the more crowded that group becomes, and the harder it becomes to differentiate and win the deal. 

You’ve experienced this with slow deal cycles or maybe a price war with your rival. 

How do you break free from the pack when the pack looks the same to the buyer? 

Sometimes, the criteria and options at play are explicit in the RFP and procurement process. Other times, this grouping happens more passively and anonymously as the buyer conducts research well in advance of a formal sales process. In both cases, it’s a difficult place from which to control the sale or win.

But it’s a fantastic area of opportunity for marketers and our counterparts in sales. 

We often forget the consideration set is created by a buyer’s own perception. 

And perception is an awful thing to waste. 

The more you look like your competition, the harder it becomes for your sales team to close the deal. The less you influence the buyer’s perception, the more likely your competition is to persuade their decision. 

Today, different factors impact how your buyer constructs the consideration set — more research is done around ideas and issues, more word of mouth is at play, and more changes are occurring across all industries — leaving B2B buyers looking for clarity and guidance.

These are excellent conditions from which to affect change in buyer perception — and finally, break the curse of the B2B consideration set. 

Here are five ways to escape the curse:





1. Move first and add value

Inbound marketing taught B2B firms to set up their web properties to capture prospects in-market, searching for solutions to their problems. 

Now, account-based marketing is creating a renaissance for outbound prospecting, as more B2B firms recognize the limitations of an inbound-only approach. They're opting instead to proactively target high-value, good-fit accounts (something sales teams have always done organically).  

One way to break free from the confines of a consideration set is to be the first. 

You may know this as a first-mover advantage. But, for truly high-value accounts, you’re likely not the first vendor to contact them from your space. So, you need to be the first to frame a business challenge in a new way, offer an unexpected source of insight about their unique company situation, or address a previously unexplored problem. 

Perhaps we should call this "first-thinker" advantage. 

According to an ITSMA survey, the three most important factors in shortlisting and making a final decision on an enterprise sale are: 

  1. Knowledge and understanding of unique business issues 

  2. Knowledge and understanding of industry 

  3. Fresh ideas to advance business 

(Source: Engagio

Our account-based messaging and what we equip sales with needs to help them work with prospects to uncover a business challenge or opportunity — and frame it in a new way. First-thinker advantage is critical in escaping the crowd, especially as inbound hits mass adoption, content heats up, and search competition is noisier than ever. 


2. Address personal value

“As B2B offerings become ever more commoditized, the subjective, sometimes quite personal concerns that business customers bring to the purchase process are increasingly important...” 

...says new research from Bain and Company

What B2B buyers find valuable is shifting, becoming defined by more individual and inspirational parameters.

Yesterday, we competed on our ability to meet specifications, price, regulatory compliance, and ethical standards. Today, if you can’t meet those value dimensions, you have no right winning a deal. 

Most B2B messaging focuses on functional elements such as cost reduction, scalability, innovation, and product quality. But these are also becoming table stakes in today’s highly competitive business environment. 

Researchers found new levels of B2B value are impacting purchases — and they’re far more personal: cultural fit, a seller’s commitment to the customer’s organization, reduced anxiety, appealing design and aesthetics, or the buyer’s marketability. 

Your job as a marketer is to ensure you hit on each of these new, emotional, personal value components if you truly want to position your brand as differentiated and trustworthy. 


3. Double down on brand

“Brands win in commoditized spaces (think about the bottled water industry)”

— Steven Forth, Co-Founder at TeamFit & Partner at Ibbaka

If you use any modern workplace app (e.g., Slack), you’ve surely noticed a kind of resurgence of B2B software branding to look more like consumer branding, with a renewed focus on experiences. This shift prioritizes the user and changes the nature of competition. 

And this shift makes me wildly optimistic about the charter ahead for B2B marketing. Branding is about the human being behind the purchase. It forces us to think and act like human beings (go figure) and creates a new playing field for differentiation, influence, persuasion, and ultimately breaking the curse. 

I'm not the only one on stage evangelizing the importance of brand in B2B. As DG from Drift so eloquently put it:

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Yup. And it's not going away.

If your firm has relegated branding to be “something only consumer products need to worry about” it’s time to re-visit that mentality. We operate in a world where B2B buyers shop and decide — like consumers.

What endures after a marketing stunt, after a product demo, and through the long B2B sales cycle is your brand. It's what reminds the committee they made a good decision, and keeps them going down the long journey towards doing business with you.

4. Lead with your expertise

A buyer who has engaged with, and been influenced by, your ideas before they’ve ever seen your sales pitch is a much stronger prospect when they’re ultimately faced with the decision of which vendor to choose. 

Forrester found, by a factor of 3 to 1, B2B buyers want to self-educate themselves by going to sellers’ websites to learn about offerings.

As they’re on your site looking for product details, are you providing them new and challenging ways to look at their industry and problems? 

Give it away: your expertise, your point of view on the market, benchmark trends across your customer base, recommendations for navigating the changing waters of your industry, actionable ways for your buyer to look and sound smarter, a way for your buyer to score and measure their own current situation. 

Your expertise on display early in the buying process just may seal the deal down the line, as evidenced in this study of IT infrastructure buyers (emphasis added by me):

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Of course, product quality comes first — that’s a given.

(Nothing kills a bad product faster than good marketing.)

But as this study shows, expertise matters, as does a brand’s ability to give the buyer HOPE and a VISION for the road ahead.

5. Know your herd

Finally, break the curse in context. This is a lesson in knowing the herd before you break from the herd. 

A recent study found 11 out of 19 business intelligence (BI) vendors rely on the same positioning — “insights.” The author puts it nicely: 

"You can’t claim a position in your market if you are making the same claim as one of your competitors, let alone the same claim as most of them."

— Lawson Abinanti, founder of Messages That Matter

Prospects are attracted to powerful, unique claims. Our tendency to follow the herd does not serve us well in the long run. 

We need to stay remarkably in-touch with our market. But what do we do once we find we’ve been surrounded, in a sense, by competition? What happens when everyone in our space is talking the same language? 

That's the beauty of marketing — it’s an opportunity to recalibrate, and to stimulate change. 

Be sure your positioning actually stands out — as “unique claims highlight the difference, gap, or disruption that the brain seeks in order to justify a decision”(Abinati). You need to create contrast in the mind of the buyer. 

Breaking the B2B consideration set requires us to be agile as marketers and sales teams, and be hyper-aware of the sentiment, narratives, and messaging swirling around our buyers and industry.

Most importantly, if we hope to break free from the clutter, we need to tap into our internal expertise and boldly lay claim to unique points of view on our markets, truthfully, and in context with the elements of value our buyers need from us today. 

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Note: This content originally appeared on Spiceworks. Spice up your life.

Every Saturday I send a free newsletter filled with new articles about marketing, business, and life. It's called "The World's Best Newsletter" -- and you can subscribe here.


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Dear Woman with a Microphone

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Dear Woman with a Microphone

You made it, girl.

You are on stage at a time when many business events feature an overwhelming majority of male voices.

This past week, INBOUND 2018 made waves for progressive diversity stats in their speaker lineup. 57% men / 43% women keynoters, 67% of whom were women of color, to boot. Read how they did it.

It was a beautifully diverse island of exception in vast sea of “stale, male, and pale” business speaker lineups.

Thank you GenderAvenger for tracking diversity ratios around the world, and for providing tools to help attendees take action when confronted with too many “manels,” a “Him-posium,” or a “manference.”

But, back to you, woman with a microphone. You have overcome a lot to be here.

You’ve leaped bravely over the terrible excuses conference organizers make for booking only male speakers:

  1. We don’t know enough women to speak
  2. We didn’t even notice we had all men
  3. Last year we had women so we’re good right?
  4. Women are a minority in the workforce
  5. We have a women’s panel! (gag)

Woman with a microphone, you’ve somehow made it through that obstacle course of bad alibis.

After all, you know the REAL culprits are similar to what holds women back from C-level roles (women make up only 5% of S&P 500 CEOs) and from receiving VC funding (2% of VC funding last year went to female founders). Those culprits have been hypothesized to be largely based in pattern recognition: investors (majority of whom are male) fund, support, and hire people who look like them. There is comfort in the familiar. Some have admitted it outright. Others agree it doesn’t work.

These entrepreneurs and managers become investors and executives, continuing this shameful cycle of prejudiced nonsense.

So, woman with a microphone, you’ve defeated those enemies. But, you’ve also overcome a very real personal hurdle.

I’m proud of you! You’ve beat imposter syndrome: that sense that you’re not qualified to be here, you’re not ready to humiliate yourself on stage in front of your peers, and after all you’ve just got nothing of value to say to the world, right?

You know better.

You’ve probably read those studies that show women are less self-assured than men: we don’t put our names into the hat as often, just as we don’t apply for jobs as readily.

You know confidence is a skill, and to succeed, confidence matters as much as competence.

The point is — you’ve made it here.

Fist bump. Nice work.

Woman with a microphone, you may, from time to time, find yourself speaking to a room full of women.

Perhaps it’s a “women in business” breakfast, or that token women’s panel at a technology event. Perhaps it’s a conference from a group like Women in Digital founded to create a response to the “boys club” of business. It could be a woman-focused pop-up like the Female Quotient within major events.

If you’re on stage — listen. Your visibility comes with some responsibility.

If you’re booking a women’s panel — your event carries some additional obligations.

My plea, for both of you:

1. Don’t put the burden of fixing discrimination only on other women.

There’s a misconception that the problems facing women in the workplace can only be solved by women working a bit harder. Our experience at work is defined by our dynamic with men, and there’s no avoiding that truth.

But, a recent panel I attended reminded me of this oft-ignored phenomenon where women’s events seem scared to address the elephant in the room: men!

More specifically, they avoid bringing up men, scared to implicate our counterparts in any way of having a role in creating or perpetuating unequal dynamics at work. As if, somehow, they have nothing to do with it. As if they’d be offended by the suggestion.

As if, somehow, women can simply lean in a bit harder and fix a two-sided problem from one side of the table.

Let’s call a spade a spade.

This most recent panel, in particular, did not at any point bring up men. And there were even some in attendance!

What a missed opportunity to discuss what our male peers could do to help their organizations overcome issues like pay inequality, representation of women on the C-suite, or, god forbid, sexual harassment (where men play a PRETTY SIGNIFICANT ROLE.)

McKinsey found that:

“Many men don’t fully grasp the barriers that hold women back at work. As a result, they are less committed to gender diversity, and we can’t get there without them.”

Bottom line: Men play a role in the fixing the problems facing women at work. Call them allies, or, like me, call them decent. Don’t be scared to bring them up at your next women’s event — talk about them, and identify the specific ways they can help turn the tide.

2. Don’t sugarcoat the issues women face. Don’t patronize female CEOs.

The truth is, we can’t fix problems we don’t see or understand clearly.

So why do so many women’s panels sugarcoat the real issues?

At the panel event that inspired this post, the conversation rarely strayed beyond topics like “finding your superpower” and juggling job and kids. There were some great nuggets of insight, don’t get me wrong. But I found the cutesy line of questioning a bit nauseating.

Men aren’t subjected to these cute inquiries.

At Dreamforce three years ago, the well meaning organizers had a women’s innovation panel. The well meaning moderator, Gayle King, interviewed YouTube CEO Susan Wojcicki. Susan at the time was the only female CEO within the Alphabet umbrella, overseeing YouTube’s multi-billion dollar business with a net worth of more than $300 million.

Bad. Ass.

The Next Web wrote:

“Susan, you know something about babies,” King said during the panel. “This is what I love about Susan: she has five children.”

Wojcicki smiled, and confirmed King’s statement. When pressed, Wojcicki said that her eldest is turning 16, while her youngest is 8 months.

“By the same husband?” King inquired.

15 minutes into the panel, and Gayle King had asked one of the most powerful women in Silicon Valley if all of her children have the same father.

This happened on the same stage where Microsoft CEO Satya Nadella demonstrated his company’s products and at the same conference where Salesforce CEO Marc Benioff and Uber CEO Travis Kalanick merited the values of maintaining a philanthropic arm to multi-billion dollar businesses…

Wojcicki fielded questions about maternity leave, how she remains in her family’s life, and whether anyone could invent a stylish shoe that doesn’t hurt your feet at the end of the day.”

……..

Pause for eye roll.

Go ahead, that deserves two.

I’ll be honest. I’m starting to really dislike women’s panels.

I have been part of a few, and love the chance to speak to a room of young women, as I do with any audience who I believe could benefit from my experiences.

Recently, I’ve actually turned a speaking request down for a women’s panel when I realized the organizers had filled the lineup (for an event in my field of expertise) with mostly male speakers.

In those cases, women should be part of the main agenda, not be relegated to the women’s-only panel to talk about, who knows, tampons?

Let’s shoot for 50% women on stage talking about their areas of expertise, rather than a panel of them talking about women issues.

But back to you, woman with a microphone (or the organizer who brought her there).

When you are given the chance to teach / inspire a group of women — it can be this great opportunity to create an environment that challenges the locker room conversations women will never be part of.

Take that responsibility seriously. It’s a safe space to GET REAL and talk about things like:

  • Pay negotiation — how to get a freaking raise. At another event I recently attended,Katie Donovan (equal pay negotiation expert) shared advice on how to negotiate a 50% raise so women are asking for the same amount that the “white guy going for the same job” is going to ask for, overcoming the 20% less they’re currently making. That was some real talk.
  • Rights under equal pay laws — MA has a brand new law requiring equal pay for equal work, (thanks in part to the hard work of people like Katie!)
  • Sexual harassment — What to do about creepy bosses. (Reminder that one in three women report that they’ve been sexually harassed in the workplace!)
  • Mansplaining — What to do when it happens to you, and how to deal with it professionally.

Those are just some ideas.

Inspiration is important. Platitudes like “know your worth” have their place, but the women I know are hungry for actionable advice to advance their careers.

3. Speak for those without a voice

Perhaps most infuriating at this most recent panel was one executive who was asked by a young woman in the audience for advice on how to handle situations of discrimination at work.

I remember the girl who asked the question. She looked hopeful, holding the microphone given to the audience for Q&A in her hand, eagerly asking for advice.

The power had momentarily been transferred from stage to audience.

Clearly something had occurred in this woman’s work experience, and she likely lacked a strong female leader at work to approach. This was such a great chance to help.

The response from this C-level female executive was:

“I dunno. It never happened to me. I don’t use discrimination as an excuse. I’ve worked hard to be here.”

I remember the audience member who asked the question looking disheartened. Her eyes dropped, she sat down.

I sat there, mouth agape. I couldn’t stop thinking about this exchange. This dismissal.

I get it. Some women believe “feminism” is a dirty word. They don’t want to be associated with the ridiculous stereotypes. They likely don’t want to be a victim. They want to feel empowered.

Related: You are not equal.

They want to be recognized for their contributions and their skills — which, incidentally, is what the women’s rights movement is striving for.

PS: To this particular executive, I completely agree that women should not use discrimination as a way of excusing their failures. If you’re terrible at your job you should be fired. That’s not discrimination, it’s reality.

But, it’s a disservice to those who don’t have a voice to sit in front of a room of young women and claim discrimination must not be real because it didn’t happen to you.

You have a responsibility as that rare, visible woman in business, when you get called up on stage, just as you do in your organization, to cultivate young women. They look up to you to be well-versed in their potential barriers to success in order to truly help things change for their generation.

If it didn’t happen to you, consider yourself lucky. But you are not absolved from the responsibility to listen and learn from their experiences.

If you won’t — who will?

And if you’re one of four white women on a panel — educate yourself on the realities of women of color, or LGBT women, who face the greatest obstacles and receive the least support, who make less than white women in the struggle for pay equality, and who are often left behind in feminism.

It’s they who need the strength of your voice more than ever.

4. Recognize your role in creating change

At this particular panel, the moderator asked each panelist what they want for the next generation. All of them said a different version of the same thing:

“We wish we could stop having this conversation.”

Each woman wanted the conversation to change — but seemed to lose sight of the fact that for that to happen, each of us has to play a role in changing the dynamics at work.

As I said, woman with the microphone, I know you want to be recognized for your talent, contributions, hard work. But you can’t operate within our current business dynamic, and wish it was different, without recognizing your role in changing things.

If you want things to change, you’ve got to be part of the change — not complaining about the fact that we are all talking about it.

Dear all women with a microphone — that is a powerful tool, use it wisely.

Because nothing changes unless we start getting real.

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Thank you to Innovation Women, a speakers bureau for women, for inviting me to speak at INBOUND& this year, where a very raw version of this original rant had its world premiere.

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Will 1M Sales Reps Lose Their Job in 2020? Let’s Clarify this Bombshell for B2B

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Will 1M Sales Reps Lose Their Job in 2020? Let’s Clarify this Bombshell for B2B

It was an inflammatory prediction:

1 million sales reps will lose their jobs by 2020

The originating study, "Death of a (B2B) Salesman," by then-Forrester analyst Andy Hoar in 2015, projected that 22% of the 4.5M B2B sales agents in the US that year would lose their jobs to eCommerce by 2020. The follow-on report two years later continued the narrative.

The stat was recently unearthed this past week at the 2018 FlipMyFunnel event in Boston by sales industry revivalist Jill Rowley, Chief Growth Officer at Marketo, during her closing keynote.

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I shared the slide on Twitter, and the responses were swift:

  • "I don't believe that for a second."
  • "Reps are not going away."
  • "Number replaced so far =0" (Quick note: This one came from Tom Goodwin, who I absolutely adore for his contrarian ways, so to have him part of this thread put a big smile on my face.)
  • "I'm guessing this won't be accurate in 2020."

 

Now, social media "conversations" are often just reactionary comments back and forth. The rise of angsty political arguments is a great example.

I felt it was important to clarify this report, what it's truly saying, and what B2B teams need to do about it, especially in light of the rise of ABM.

Clarifying the statement

First of all - Forrester is saying those most likely to lose their jobs are those who currently take orders for commodity products. Here's a breakdown (source):

  • "Order takers,” who generally process orders that customers could easily place through online self-service. Job loss: 33%, or close to 550,000 out of 1.6 million jobs;
  • "Explainers,” who provide buyers with more information about complex products. Job loss: 25%, or close to 400,000 out of 1.5 million jobs;
  • Navigators,” who help buyers understand what their own companies need to purchase. Job loss: 15%, or close to 150,000 out of 900,000 jobs;
  • Consultants,” who have extensive knowledge about the buyer’s company to help the buyer understand what her company needs to purchase. Job gain: 10%, to 550,000 from 500,000.

From the author of the report:

“Order takers are the ones in trouble,” he says. “ It all comes down to value in the ordering process—whether sales reps add value or not.”

Not so unreasonable

The study found that by a factor of 3 to 1, B2B buyers want to self-educate themselves by going to sellers’ websites to learn about offerings, and a majority of buyers prefer to make purchases online.

That’s a truth every marketer I know has accepted. Is it really so hard to believe the antiquated role of salesperson-as-information-dealer is gone? 

The report makes it clear that B2B sales reps are still preferred by buyers in certain situations, such as for large, complex products procured for and across large enterprises.

Yet even these situations, communications are turning digital:

“They’re increasingly conducting those negotiations with salespeople by way of digital means such as email, [live] chat, and collaborative software as opposed to via a traditional phone call."

Aligned to the rise of B2B eCommerce:

Andy Hoar is no longer with Forrester, but is still evangelizing the rise of B2B eCommerce. Backed by major industry indications, like Adobe's acquisition of Magento four months ago for $1.68B, this is no passing fad.

By 2020, the global B2B eCommerce market will be 2X as large as the B2C market — $6.7 trillion vs. $3.2 trillion — according to Frost & Sullivan.

My friends at Mirakl produced a helpful glance at where Amazon is disrupting the B2B purchase process for many types of products:

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In many cases, B2B brand manufacturers do not know how to apply the tenants of this emerging digital opportunity to their business. But those that do see massive gains in revenue, profitability, and customer engagement.

All this indicates is the undeniable evolution of B2B selling...

The salesperson is not going away.

The salesperson is not going away.

The salesperson is not going away.

The salesperson is not going away.

The point of this report, Jill’s talk, and my article here is that we must accept the new role of salespeople as value-drivers, relationship managers, and catalysts of change. 

From HBR:

For 50 years, pundits have repeatedly proclaimed that salespeople would soon be rendered obsolete by the emerging media or technologies of the day: catalogs, telemarketing, dot-coms, online reverse auctions, and now digital search. Each time, salespeople survived. How? They evolved.

Truly, it’s a turning point in our industry. 

Following the hype, for better or for worse, many organizations are adopting ABM. 1,000 showed up at this most recent ABM conference. According to SiriusDecisions, 92% of B2B marketers consider ABM “extremely” or “very” important to their marketing efforts. 

On stage, the team at LogMeIn admitted the hype got them thinking about it – and they've invested well over a year in making the switch from lead-based demand generation. (And seeing great results with 71% account penetration, 17% account-to-opportunity conversion, and Marketing attributed for driving 20% of the company’s overall pipeline.)

As the community of B2B shifts further towards adoption of ABM, many orgs are wondering how best to equip their sales teams to be effective. 

The right kind of salesperson for a world of commoditization and ABM

For complex deals, I like how this HBR post describes today's field salesperson:

...educator, negotiator, consultant, solution configurator, service provider, and relationship manager. They are integral to discovering the  “something more” that customers want. As customers will tell you, a salesperson must add value by becoming part of the product or solution.

B2B purchases are made based on the perceived value – not only cost, but total worth of an offering. Simply put - salespeople must be part of that perceived value.

David Skok says: “Customers hate being sold to. They don’t mind getting expert help when they want to buy something. But much of the time they are not ready to buy, and one of the most irritating things is to have a salesperson try to get them to buy when they aren’t ready."

Marketing's role in this evolution.

Modern sales teams need partnership from marketers in two areas: Messaging and sales enablement.

Sales enablement has never been more important. What makes a salesperson great today is her ability to utilize insight and tools from a customer-focused, sales-empathetic marketing team.

We must help our sales counterparts understand what kind of message breaks through to accounts and prospects. This is an joint adapt-or-die situation.

According to an ITSMA survey, the three most important factors in shortlisting and making a final decision on an enterprise sale are:

1. Knowledge and understanding of unique business issues 

2. Knowledge and understanding of industry 

3. Fresh ideas to advance business 

(Source: Engagio)

Marketers, are you helping your sales team look - and sound - like experts? Are they equipped to utilize the company's thought leadership in the sales process? Do they even know where to find it?

“Deals move when the rep translates the broad insights into value that is specific for that account.“ Jon Miller, CEO, Engagio 

Our account-based messaging and what we equip sales with needs to help them work with prospects to uncover a business challenge or opportunity - and frame it in a new way.

During this week's event, Craig Rosenberg of TOPO shared four keys to a relevant message:

  1. Educate on the space
  2. Contextualize to my business
  3. Prescribe a plan of action
  4. Experience the process and outcome

Marketers, does your ABM content match the above? Is it more of the same? Are you providing sales with original POV on the market? Can you help them concisely navigate changing industry waters? Do you understand your buyer well enough to stay ahead of the curve?

Most importantly: Does your brand deliver on these promises - before a prospect ever makes contact with your team?

 

Salespeople aren't going away. For smaller B2B goods, we can't deny the shift to B2B eCommerce. But ABM is raising the bar for companies bringing complex deals to market - fundamentally changing both the role of sales and marketing in the joint battle to remain relevant and drive growth.

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Thanks to the team at FlipMyFunnel for having me at this week's event. I would hate to miss this opportunity to expose the brilliance of Matt Heinz dressed as Steve Harvey for our "Family Feud: Sales vs Marketing" keynote:

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Amazing.

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I write about what I find interesting - problems/concerns in marketing like messaging, hype, and technology. For more, subscribe to The Katie Martell Weekly. Every week I send out new ideas and articles. It’s free & curated by me.

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Truth, Lies and Marketing: 5 Facts in a Time of Chaos

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Truth, Lies and Marketing: 5 Facts in a Time of Chaos

It was the simplest of questions, and one that I was expecting.

“You refer to yourself as an "unapologetic marketing truth teller." What truths are you questioning?”

The query came from Britta Schellenberg, VP of Corporate Marketing at BrightCove, and the kind of woman you’d follow into battle if the opportunity ever arose.

The team had invited me to speak earlier that day at PLAY 2018, and our conversation was meant to focus on social media, digital marketing, and the use of video. But, as I am prone to do, we took the discussion a bit off-topic.

(I could blame the scotch they kindly brought to me mid-interview, but I’ll blame it instead on the fact that Britta is one of the smartest and most provocative business leaders I know.)

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Check out video of our full conversation here.

And thank you, Britta, because after your question, I found myself pondering the role of truth more and more.

Truth is at the core of every major movement in history. The #MeToo movement, for example, is simply about exposing the truth, one story at a time.

As Jon Rosta says:

“It's truth that has set into motion many marketplace effects that have crushed that status quo.” 

And now is the time for a discussion about truth, more so than ever. From where I sit, here are five facts we are all now contending with:

1. Assertive truth brings growth

Truth often challenges us. It’s uncomfortable. But within that tension comes growth.

This idea of using assertive truth in the B2B purchase process has always been the most appealing aspect of The Challenger Sale to me.

In the Challenger Sale model, teams who can confidently educate prospects with new insights about their own business situation successfully reframe that customer’s POV. They don’t “bludgeon customers with endless facts and features about their company and products.”

(That’s quite a visual.)

They provide customers a credible, surprising way to operate more effectively. This leads to higher levels of loyalty, and ultimately, greater growth.

“Winning organizations lead with insight and challenge customer assumptions to mobilize customers around a purchase.”
CEB Global

 

That’s immense power grounded in truth and insight, rather than hyperbole, or spin.

 

2. The current state of truth is: decaying

But, this is not simply an issue that's important to our modern marketing and sales climate. Today's Guardian article demonstrates the current state of truth in our world.

“The term “truth decay” has joined the post-truth lexicon that includes such now familiar phrases as “fake news” and “alternative facts”. And it’s not just fake news either: it’s also fake science (manufactured by climate change deniers and anti-vaxxers, who oppose vaccination), fake history (promoted by Holocaust revisionists and white supremacists), fake Americans on Facebook (created by Russian trolls), and fake followers and “likes” on social media (generated by bots).”

“Around the world, waves of populism and fundamentalism are elevating appeals to fear and anger over reasoned debate, eroding democratic institutions, andreplacing expertise with the wisdom of the crowd. False claims about the UK’s financial relationship with the EU helped swing the vote in favour of Brexit, and Russia ramped up its sowing of dezinformatsiya in the runup to elections in France, Germany, the Netherlands and other countries in concerted propaganda efforts to discredit and destabilise democracies.”

For me, this is one of those “if you’re not worried/outraged, you’re not paying attention” moments.

Lying and dishonesty are becoming commonplace, though they are fundamentally opposed to the tenets of a free society. The majority (more than three in four) of Americans do not believe lying is “the American way,” yet two-thirds of U.S. residents say people lie to them, at least, some of the time.

“66% of Americans, in general, think they are lied to, at least, some of the time, up from 45% thirty years ago when USA Today asked the same question.” PBS

It’s discouraging to think how many people are shocked by honesty and how few by deceit – Noël Coward

 

3. Buyers, and citizens, are more stressed out than ever before

What’s the impact of this post-truth world?

We need to be honest about the role of the noise being created today by the endless barrage of information we are subjected to. A constant news cycle dominates our attention, and both media sites and social media platforms incentivize outrage and extremism. It’s overwhelming.

Pew Research Center describes ours as “a culture of volume of info and spin,” and warns succinctly that “an environment of total noise spreads confusion and mistrust.”

42% of consumers in a recent study said “I don’t know which companies to trust.”

(And how could they, in such a climate?)

American Psychological Association Stress in America™ Survey found that more than half of Americans (59 percent) said they consider this the lowest point in U.S. history that they can remember — a figure spanning every generation, including those who lived through World War II and Vietnam, the Cuban Missile Crisis and the Sept. 11 terrorist attacks.

 

4. This is both an opportunity and a threat.

Speaking on behalf of anyone in business, especially marketing, or the media, we can look at this in one of two ways: as a threat, or an opportunity. It certainly poses a threat to democracy.

But here’s the thing for marketers. Every business now operates within these parameters.

I continually advocate for brands who tell the truth (see my work on femvertising), question the way things are, and spark dialogue about what they could and should be. It creates real human interaction - and grants us the elusive prize of attention.

But not ONLY is truth the surest way to cut through the noise; not ONLY is it the first step towards earning trust with buyers; not ONLY might it contribute to a better perception of our industry; but it's psychologically, downright, without a doubt more effective.

Telling the truth works. It also just happens to be f*cking radical today.

Heck, our buyers are so sick of marketing hyperbole, it’s innovative just to be honest and straightforward. Doug Kessler coined the phrase of using “insane honesty” in content marketing, and shows in his excellent presentation the surprising power of showcasing a brand’s weaker points.

I especially wanted to highlight his explanation of why truth works so well against a backdrop of BS:

“When your target audience is any subset of homo sapiens, anything less than total honesty is the insane thing. Why? Because we like people we trust.”
“It makes your marketing less like marketing. It signals confidence. Attracts your ideal prospects. Focuses you on battles you can win.”

 

5. Truth-telling requires us to evolve.

Truth-telling requires a departure from what we were. It’s an opportunity for us to re-think what marketing is, and should be.

Truth-tellers have three things in common:

  1. Conviction
  2. Respect
  3. Bravery

(Be honest, are those words you would normally ascribe to a business? To a marketer?)

Conviction: Honesty and truth-telling take conviction, especially when these values run counterintuitive to the role marketing has traditionally played.

This is a long-term play, not a short-term mindset. It’s not something you can back away from once you’ve made the decision to own it as a brand.

As Seth Godin recently wrote:

“Organizations and systems are more reliable, more efficient and more professional when they’re operated on principles that are actually true.”

Respect: Unlike most marketing, truth-telling requires us to respect buyers.

(For an example of traditional marketing treating buyers like sheep, see my history of how women started smoking cigarettes due to the sociopathic nephew of Sigmund Freud.)

Consider the fundamental difference between persuasion and manipulation. Persuasion is done with people, manipulation done to them. Truth-telling puts the buyer on the same playing field.

Manipulation inevitably underestimates those being coerced - and that’s how brands and leaders get in trouble when exposed. 

Bravery: Whether an individual or a brand, it takes courage, bravery, and chutzpah to put unspoken truths to words, take a strong POV, and defend it both internally and in the market.

Some truth-tellers, like Kenyan activist Boniface Mwangi, (that graffiti at the top of this piece is part of his activism) risk their lives to tell the truth.

“His images of the 2007–08 postelection violence brought the political class face to face with the consequences of their rhetoric, and almost ever since, he’s been campaigning to bring to light Kenya’s most uncomfortable truths, from widespread corruption to dangerous tribalism.” - Source

Mwangi's truth focused on the impunity of politicians in the face of over 1000 dead and half a million people displaced as a result of the violence they caused.

And his TED talk reveals how radical it is to expose the truth in Kenya:

“In my childhood, they taught me silence. Don't argue, do as you're told. In Sunday school, they taught me don't confront, don't argue, even if you're right, turn the other cheek.”

“We used to be told that a coward goes home to his mother. What that meant: that if you stayed out of trouble you're going to stay alive.”

Now, that’s Kenya, ruled by a near-dictator. In our system in the US of Democratic capitalism, I’d like to think, the rules are different. (For now, at least.) The wins belong to the smart and the brave and the bold. We can't afford not to stay quiet - both in marketing, and in activism. We need to hone our voice.

“In spite of being arrested, beaten up, threatened, the moment I discovered my voice, that I could actually stand up for what I really believed in, I'm no longer afraid.” - Mwangi.

Our new charter.

Today’s climate provides an opportunity for brands to lead buyers through chaos using truth as a radical North Star. To manifest this POV and win in this environment:

  1. Understand where buyers are in within the turmoil of your industry
  2. Take a bold stance in-market grounded by your unique expertise
  3. Have conviction in that POV over the long-haul
  4. Galvanize your teams to rally behind it
  5. Seek to lead customers through a time of chaos

And throughout it all, tell the truth.

Marketers, welcome to our new charter. After all, the truth will set you free.

(Allegedly.)

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The World’s Best Newsletter

I write about what I find interesting - problems/concerns in marketing like attention, persuasion, and trust. For more, subscribe to The Katie Martell Weekly. Every week I send out new ideas and articles. It’s free & curated by me. Are you on the list yet?

 

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Watch my full interview with Britta at Brightcove.

 

 

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The New Rules of Using Feminism in Marketing

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The New Rules of Using Feminism in Marketing

This post originally appeared at ChiefMarketer.com

The international movement against sexual harassment and assault, #MeToo, has increased visibility for the challenges women face around the world. It’s also raised the stakes for brands who want to engage female consumers.

 

In the past two decades, the use of “femvertising,” marketing to women with themes of feminism has risen sharply as the modern-day women’s rights movement gains huge popularity. Watershed moments like the Women’s March have left brands eager to capitalize on the supercharged consumer sentiment surrounding this topic.

 

However, feminism (the belief that women should be treated equally to men) isn’t a tagline. It’s a mindset that has sustained an ongoing, and very real battle for women’s equality since the first-wave feminists of the 19th and early 20th century.

 

Profiting from these ideals while embodying the opposite is not clever, it’s exploitation.

 

An early example of femvertising is Dove’s Evolution spot, which earned millions of views for the provocative and unexpected way it used advertising to question society’s standards of beauty. The sentiment became the basis for Dove’s Campaign for Real Beauty, garnering buzz that provided 30X the exposure compared to the paid-for media space, and helping to sharply increase sales at Dove in the decade after the campaign launched.

 

Perhaps hoping for a similar outcome, many brands have since jumped on the femvertising bandwagon, seeking to attract not only female buyers, but millennial consumers (and their $30T of spending power). More than nine in ten millennials would switch brands to one associated with a cause, according to research conducted at the HaaS School of Business at Berkeley. 

 

Brands also seek the added exposure offered by these feel-good campaigns, which have the right formula to be shared widely on social channels (they’re often highly emotional and contain messages and stories empowering to women.)

 

The sobering side of femvertising

 

To-date, many brands have pumped millions of marketing budget dollars into femvertising campaigns. On the positive side, they’ve helped to insert positive, empowering messages into the public narrative. Whereas historically, many ads have created new insecurities, these reflect ideals of equality.

 

However, these story arcs are often only used when convenient, and are too frequently only deployed as lip-service by companies who exhibit less-than-ideal behavior internally.

 

Some examples:

 

Dove’s parent company, Unilever, also owns Axe body spray, a brand known for a history of wildly misogynistic campaigns. The disconnect between intention and action becomes clear when a consumer considers brands with such conflicting messages (Dove and Axe) side by side.

 

Fearless Girl, commissioned by State Street Global Advisors, was intended to raise awareness about gender diversity in corporate leadership. A noble cause! However, State Street recently settled allegations to the tune of $5M that it paid female and black executives at the firm less than their white, male counterparts.

 

KPMG’s uplifting video spot about women breaking the glass ceiling stands in stark contrast to its $400M class-action lawsuit alleging a pattern of gender discrimination, including denying promotions to women and penalizing them for taking maternity leave.

 

On the surface, Pantene’s ad encouraging women to stop apologizing should be celebrated for its empowering message. However, in context, there’s inherent conflict in a beauty product’s use of femvertising: women spend $426B a year on beauty products designed to conceal blemishes, stop aging, lighten their skin tone, and in so many ways change appearances to fit ideals. And, in a business context, they spend $141B more than their male colleagues, while earning less - an average of 79 cents to their dollar (if they’re white.)

 

Audi’s Superbowl ad focused on daughters (an expensive bet on femvertising) centered on the importance of gender equality as it relates to our daughters. But, consumers responded with criticism, many arguing that this was a disingenuous move as the brand hadn’t taken a public stance on the issue of gender equality previously in its marketing. In addition, Audi has no female board members to stand behind its rallying cry.

 

All this is not to say that these organizations must be perfect examples of gender equality in order to continue to be successful, however they invite criticism when they leverage ideals of feminism to profit without consideration for the responsibility they adopt by doing so.

 

When their own behavior does not stand up to feminism’s ideals, it creates a disconnect between a brand’s intentions, and its actions – and consumers are increasingly wary of that gap. It’s lip service, and nothing more.

 

High-risk of exploiting the women’s rights movement

 

Perhaps most importantly, when brands claim to be stewards of feminist ideals in their advertising, but do not live up to those ideals in practice, it has a direct impact on the women’s rights movement. There is a very real danger in companies exploiting feminism’s message without taking action to further the movement by diminishing feminism to a tagline, or a hashtag, instead of a mechanism to engage in the real, hard work of promoting true equality.

 

I call this trend in marketing to women “faux-feminism” and it contributes to an illusion of progress. It allows the millions of consumers who see these ads to believe equality is closer than it actually is, creating a diversity blind spot and obstructing the progress being made.
 

When those who have not experienced sexism see these ads, they mistakenly believe the challenges facing women in the workplace are fixed (or not real in the first place.) A study by McKinsey & Company found that men are more likely to think the workplace is equitable; women see a workplace that is less fair and offers less support.  We cannot solve problems we cannot see clearly.

 

The new rules of marketing to women on a feminist platform

 

So, in this new era of #metoo and femvertising, there are new rules for marketing to women using the ideals of feminism.

 

The reasons are two-fold: first, to avoid creating disillusioned consumers who will react strongly against a brand for acts of faux-feminism, and second, to protect the progress made to-date in the feminist movement, in a time when women’s rights remain under attack.

 

I’m not an advocate for all brands to use feminism in their advertising. But, if you’re going to capitalize on the movement, consider your responsibility first. There are three preliminary guidelines:

 

1.     Think twice – Taking any stance as an organization on a politically charged or hot button issue is a risk, which will invite criticism from both supporters and opponents of the issue. But, it’s more common than ever, as many CEOs are adopting their platform as activists.

As content marketing expert Doug Kessler said, “Think hard about attaching your brand to things that matter way more than your brand ever could.” There are many avenues your marketing can take. Think twice, maybe three times, as to whether gender equality is the direction that makes the most sense for you.

Is your product is truly prepared to be a steward for the message you’re promoting? One recent example is Lean Cuisine, whose campaign surrounding women “having it all” invited loads of social media backlash due to the history of the brand’s low-fat frozen meal products perpetuating beauty standards. Ironically, it’s those standards that contribute to the pressure on women to, indeed, “have it all” in the first place.
 

 

2.     Practice what you preach – don’t just talk the talk, walk the walk. Ask the hard questions about how your organization manifests feminism’s ideals before you stand on this platform. That means transparently pay women equally to men, demonstrate women leadership at the highest levels of the organization and throughout the ranks, mandate supplier diversity, make unconscious bias training available to employees, provide strong family leave programs, deploy inclusive hiring practices, and most importantly, stop objectifying women in the marketing of other product lines or business units.

Before you approve this risky move to join the red-hot topic of women’s rights, honestly hold your company up to the ideals of feminism for scrutiny before you exploit the narrative for your own publicity.
 

3.     Think beyond the hashtag – If you determine that your organization practices what it preaches, consider what else you can do to support women beyond the feel-good message of your hashtag. One recent example is Jane Walker, a campaign from Diageo on International Women’s Day that temporarily changed the Johnnie Walker icon to a female version (Jane).

On the surface it first seemed like lip-service (like McDonalds flipping its Golden Arches,) but digging deeper, the company’s dedication to women went far beyond Jane. The company donated portions of the sales to organizations supporting women’s progress, they joined the CEO Action for Diversity and Inclusion, they boast a vocal, female CFO who is clear about the importance of inclusion at the organization, and the makeup of both their board and blenders is nearly half female.
 

 

Final word to marketers –
 

 The onslaught of femvertising has created a sense of disillusionment among consumers who are rightfully holding brands up to the standards of the feminism movement they claim to be part of.

 

If we can’t hold our organizations up to the scrutiny of true equality, we should never cheapen the movement by exploiting the narrative. It’s too reckless and there are real consequences. Our society, and our consumers, deserve more.

 

We can and must do better. Marketing is a powerful force: one with the potential to change ideas and create positive action. Use that power thoughtfully.

 

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I will be discussing this topic at the June 19th event “Marketing to Women in the #MeToo Era” in NYC with ChiefMarketer. Join us live as I walk through a new framework for evaluating whether a campaign is exploiting the women’s rights movement, or truly supporting women. I can’t wait for the dialogue and the conversation. Hope to see you there.

 

 

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Broken At the Seams - The Road Ahead for Marketers from ModernCX 2018

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Broken At the Seams - The Road Ahead for Marketers from ModernCX 2018

“Digital marketing is now simply marketing in a digital world”

This line from Oracle Marketing Cloud’s Steve Earl is a reminder of the shift occurring under the feet of many marketers. Last week, it was consistently in the back of my mind as I attended and spoke at the Modern Customer Experience event from Oracle in Chicago. 

Here’s what I saw:

CX is Marketing, Marketing is CX

One question posed to me during a live interview with Carla Johnson and Mia McPherson of SmarterCX, was how ModernCX has evolved since the days it was called “Eloqua Experience” (this was prior to Oracle’s acquisition of the marketing automation pioneer.)

As last year showed, some core elements remain, like the semantic emphasis on “modern” and the Markie Awards celebrating its 12th consecutive year of recognizing real-world success.

Some things were new:

  • The Female Quotient lounge featuring panels about women in tech and free headshots
  • A CX Hero program recognizing outstanding individuals in customer experience
  • Chilly 33 degree weather (This Bostonian stills prefers Chicago to Vegas)

Overall, the biggest change is - of course - the rise of CX. 

This event is now Modern Customer Experience (formerly known as Modern Marketing Experience) and to me what it indicates is another major shift in how the industry defines marketing. 

In many ways, CX has become a kind of catch-all of sales, customer support, and marketing - but it’s more than that.

Oracle calls it the “experience revolution” - others describe CX as your customer’s perception of how the company treats them. It’s critical to customer retention, satisfaction, cross/upsell. It’s “the new battlefield.” 

It’s marketing. Only, different. 

The groundswell is here:

  • B2B companies believe CX is the most exciting business opportunity in 2018 (Econsultancy)
  • By the year 2020 CX will overtake price/product as a key brand differentiator (Walker2020)
  • By 2018, more than 50% of organizations will redirect their investments to customer experience innovations. (Gartner)

Charlie Herrin, Comcast’s Chief Customer Officer, shared some perspective on stage at ModernCX about the pace at which this shift is moving: 

“The customer experience I thought was good two years ago isn’t good anymore. It’s now tablestakes.” 

 

Big Data for CX - New Tech from Oracle

Charlie also articulated a major hurdle faced by companies who seek to improve CX. (Captured nicely by John Bruno of Forrester Research.)

“Most customer experiences break at the seams.”

John added, “They break at the journey handoffs like self-service to agent or e-commerce to sales rep.”

To address this break at the seams, Oracle Marketing Cloud made a new announcement - Oracle Infinity. 

The number of channels has grown (IoT is on the horizon), the need for contextual experiences has driven the importance of relevance at the individual level, and data privacy is part of the customer’s expectation. 

These shifts were cited as some of the core reasons behind the company’s announcement of a Hadoop-based data platform for working with large amounts of unstructured behavioral data. It’s next-gen analytics, in real-time, and it’s got some real-world implications for teams as laid out in this infographic:

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That resource also noted that by 2020, more than 40% of all data analytics projects will relate to an aspect of customer experience (Gartner).

I was excited to see this announcement from the OMC team - especially considering the paralysis that occurs from a having multiple elements of data about known users scattered across channels. 

Per Oracle, “data activation can occur in areas such as high precision lead scoring models and triggers for specific campaign events for better conversion rates.” This announcement essentially centralizes customer data, enables teams to segment in real-time, and use that data in other OMC technologies (like Responsys.)

Like many things in life, a few stars have to align for big, transformative changes to occur in a business. Creating the ideal customer experience externally requires a foundation of data and technology behind the scenes. For most organizations, that’s easier said than done. 

As noted by Sashi Seth, SVP of OMC:

“Data is at the core of marketing. It lets you get personal with your customers. The more data you have on your customers, the better you are able to build precise marketing campaigns. You can customize your conversations with your best customers.”

This announcement from Oracle addresses one of the most practical, and important stars - the uber valuable cross-channel data about individuals that drives each customer touchpoint. This is big data for the customer experience, and it’ll be exciting to see what brands do with the capability - or if they decide to jump on the fast-moving train towards CX nirvana at all.

Read more about their new data analytics platform, Oracle Infinity. 

Further reading:

- Shep Hyken “Oracle's Modern Customer Conference Provides Plenty Of CX Lessons” 

- Carla Johnson “Defining Modern Customer Experience

- Jeff Davis “Oracle Taught Me Customer Service Can Help Align Sales and Marketing” 

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How Should We React to Jane Walker? A Scorecard for Marketing to Women

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How Should We React to Jane Walker? A Scorecard for Marketing to Women

How should we evaluate "femvertising" like Jane Walker? Here, I propose a new framework to identify whether campaigns are merely gimmicks, or supporting the very real fight for equality.

Regarding Jane Walker, Diageo is a company prepared to back up its campaign with real action. That should be celebrated.

 

There it was.

Another email – another friend sending me the news of “Jane Walker,” a special edition of Johnnie Walker's Black Label scotch.

If you’ve spent any time with me at a bar, you know my drink of choice is Johnnie Walker Black - on the rocks.

(Note: If images below will not load on mobile, try opening in Chrome.)

Exhibit A: My signature blue aviators next to that beautiful drink.

glasses.jpg

 

 

Exhibit B: My desk when I cofounded a startup – black and blue at the ready.

desk.jpg

 

 

Exhibit C: When I got married, my sister’s thoughtful gift; an engraved bottle of Johnnie Walker Blue Label

wedding.jpg

 

 

I love the taste, the brand, the history, and the variety of their blends.

At the same time, I'm also an on-the-record critic of gimmicky marketing meant to ride the bandwagon of the current women’s rights movement, so it was no surprise that MANY people reached out to say – what do you think of Jane Walker?

 

Johnnie Walker Black Label, The Jane Walker Edition

Context - for Women’s History Month, liquor maker Diageo announced they would be introducing a limited time special edition of their Johnnie Walker Black Label scotch, replacing the iconic Striding Man with a quite dapper female version.

 

 

To quote Diageo:

 Jane Walker is the celebration of the many achievements of women and a symbol of empowerment for all those on the journey towards progress in gender equality.”

Another day, another femvertising campaign

This move from Diageo is part of a larger trend in marketing and advertising known as “femvertising,” when marketers use the ideals of feminism in a campaign.

To remind you, feminism is simply the notion that women should be treated equal to menin every facet of our society – from how we’re paid to how we’re represented in ads.

The femvertising trend is growing – brought about by changing consumer expectations. 50% of Millennials (18-34) want brands to take a public stance on social issues, compared to only about 25% of Baby Boomers (55+). Across all generations, 6 in 10 will not make a purchase if they don’t believe what the company stands for.

Femvertising gives a boost to brands given the popularity of the current women’s rights movement. Dove received 30X more exposure than their paid media space thanks to the buzz around it’s Real Women, Real Beauty campaign years ago. It helped sales at Dove grow from $2.5B - $4B in the decade after the campaign launched.

Ca-ching!

However, I am a proponent for discernment when it comes to femvertising campaigns, especially those we celebrate with industry awards, kudos on social media, additional press coverage, or our dollars.

As I pointed out recently, many companies using feminist messaging in their ads are poor examples of these ideals internally - for example, paying millions in lawsuits for pay inequality and discrimination against women, or by perpetuating unrealistic beauty standards.

Related: Calling BS on Faux Feminism

This not only creates an illusion of progress, it cheapens the movement for equal rights. It's lip service. There is a real and present danger to decades of progress in the feminist movement if we accept this trend of faux-feminism without holding companies accountable.

It’s also starting to get old. Younger generations prize brands that actively work for social change, participating to improve the causes they claim to support, and leveraging their organizations’ clout as a force for good.

So all of this begs a larger question…

 

How should we evaluate femvertising?

I’ve spent the majority of my career marketing to marketers, giving me an opportunity to study this discipline, its history, its flaws, and its potential. This stuff fascinates me.

I’ve found there to be a very clear spectrum to femvertising:

 

 

To help consumers and marketers alike evaluate a femvertising campaign, like Jane Walker, on this spectrum, I propose the following litmus test, inspired by the Bechdel test.

 

THE FEMVERTISING LITMUS TEST

A framework for evaluating whether a femvertising campaign is simply exploitation, or deserves praise for supporting women’s rights in the real world.

(Want to share? View on Twitter.)

 

Screen Shot 2018-03-05 at 3.07.23 PM.png

 

If mostly “no’s” – This company is paying lip service to feminism. This is “faux-feminism” and a gimmicky marketing campaign meant to cash in on the women’s rights movement by earning free press. If you’re evaluating your own firm against this checklist, and reach mostly “no,” it’s likely best to pursue another narrative in your campaign.

If mostly’s “yes’s” – First bumps all around. This is a champion of women’s rights, a company putting their money where their mouth is and creating real change in the world through their actions. They deserve to be celebrated for using femvertising to grow their brand equity and awareness.

 

So, where does Jane Walker land on this spectrum?

On the scale of exploitation > champion of women’s rights, Jane Walker is not nearly as bad as some others (I have many examples in this deck of hypocrisy.)

This campaign goes beyond the bottle and the logo update.

1. For every Jane Walker Edition bottle produced, Johnnie Walker will donate $1 to organizations supporting women’s progress, up to $250,000, including:

  • Monumental Women, an effort to create a monument in Central Park to pay tribute to suffrage leaders.
  • She Should Run, dedicated to dramatically increasing the number of women in public leadership by eliminating barriers to success.

2. Diageo announced they would be the first beverage alcohol company to join the CEO Action for Diversity & InclusionTM, a movement of 350+ CEOs aimed at advancing D&I within the workplace with initiatives like:

 

3. Deidre Mahlan, President of Diageo North America and their former CFO, is vocal and clear about the importance of inclusion at the organization.

 

 

 

“Inclusion is a core value at Diageo. It is also a choice. Our efforts toward inclusion and diversity have a direct impact on our performance”

 

4. The company boasts impressive gender equality and representation of women. Half of Diageo’s board will be comprised of women come April, while 40% of its global executive team is female (including the president of Diageo North America, as well as the global chief marketing officer and chief financial officer), according to Forbes.

5. Women make up nearly half of its 12 blenders –progressive compared to other producers.

 

This is a company prepared to back up its campaign with real action. That should be celebrated.

 

Various perspectives

My bourbon-loving marketing colleague Jess Marble agrees with me. Her first reaction to this campaign was “oh no…another Lady Dorito.” But then she read more about the “walk on” slogan and their support of “organizations championing women’s causes” and decided it wasn’t that bad. 

I also love the way Jess defines whisky:

Whisk(e)y /ˈ(h)wiskē/

noun

A magical distilled alcoholic beverage made from fermented grain mash with history that would make your 5th grade textbook green with envy. 

She says “I think this a small step in elevating whiskey to the preferred choice of women. Tour any distillery in Kentucky and they will tell you about the whiskey boom and how women play a role in that.

For me, whiskey is not just a beverage. It’s a hobby, a collection and a piece of history.

When I weave whiskey into my work life, I have a new seat at the table with my male colleagues. They turn to me for menu advice and listen to me tell stories about whiskey."

 

Holly Seidewand, founder of HerWhiskyLove, is an expert in whisky, and a pioneering champion of getting more women educated about, and interested in the drink. At first, Holly felt the Jane Walker campaign screamed:

“...whisky is not normally for women.”

(I agreed - that’s certainly an unintended message being delivered against the company’s good intentions, here.)

As a whisky expert, Holly was initially worried that the product itself had been altered “for women” (you know, and our fragile palates * eye roll *)

Luckily, Jane Edition isn’t a special blend for women, according to Johnnie Walker vice president Stephanie Jacoby. It’s just an updated look to the existing best-selling Black Label blend.

“This wasn’t about making a whisky for women,” Jacoby says. “We would never make anything that’s ‘for women’s palates.’ Taste buds have no gender.”

(Someone should put that last sentence on a t-shirt...)

Holly agrees:

“At the end of the day, every whisky is for everyone. That’s what I’m fighting for. If [the campaign] gets more women to take that first taste of whisky, very cool.”

I asked Holly how companies like Diageo could help get more women into whisky. She advised giving them the basic tools to understanding the drink – through education, classes, and more. In her work, she helps consumers learn where each drink comes from, the difference between scotch, bourbon, and rye, and helps them understand why they prefer certain types. According to Holly, many women just avoid it altogether, rather than ask for help.

Brands – target women, but don’t patronize us.

Femvertising is a more recent name for an old practice. In my TEDx talk, I share how Edward Bernays intentionally changed the perception of cigarettes in the 1920’s among women to double the market in an age where it was considered improper for women to smoke.

Johnnie Walker for decades marketed its scotch mainly to men, and has been working hard for years to make its products more attractive to women. It’s working. The share of U.S. whiskey drinkers who are women is on the rise.

But, there’s a way to market to women without resorting to tired old gender tropes. (Just read the angry comments section of this article announcing Heavin Hill’s flavored whisky aimed at female customers.)

“The way we do that is not by making things pink. It is by being very inclusive in our communications, targeting women and men with our communications,” said Syl Saller, Diageo’s CMO.

Unfortunately, Diageo’s Jane Walker logo change on its own has been widely categorized as pandering in backlash online by consumers and the press alike. The reaction “not again” is a defensive response from an increasingly wary audience. Who can blame them… bad behavior from brands has made consumers suspicious of femvertising.

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Progress is never a straightforward line, but rather comes with fits and spurts and twists and turns. Jane Walker is, in many ways, progress. It’s another indication of a brand making an effort, making great strides within the limitations of big-brand marketing decisions – the many signoffs and checks and balances that get a campaign out the door.

For Jane Walker’s creators, the logo change is merely the tip of the iceberg, and I hope more attention is paid to the rest of the campaign. According to my proposed scorecard above, Diageo is working to make a real impact, and highlighting it through this Jane Walker campaign.

I hope this framework is helpful way we can make decisions as to what campaigns we run, and how we as consumers react to them.

So, kudos to Diageo. To other brands targeting women please keep walking – in this direction.

 

 

Every week I send out The World’s Best Newsletter - interesting links on marketing, business, and life. It’s free & curated by me. Get on the list.

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The Marketing Trend that We Should Leave Behind in 2018

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The Marketing Trend that We Should Leave Behind in 2018

Hypocritical Femvertising and Faux Feminism

 

“It was the best of times, it was the worst of times…”

If 2017 proved one thing, it’s that the narrative surrounding women in our world is changing.

This year featured some remarkable progress for feminism – that pesky notion that women should be treated equal to men in every facet of our society:

  • Sexual assault allegations within the institutions of media and government are being exposed to the sunlight, forcing real consequences.
  • The highly visible Women’s March (largest single-day protest in US history) and related protests drew millions to the streets (and to the polls) to represent women’s advocacy.
  • The challenges facing women in the workplace (such as equal pay or, low representation in computer science jobs, and you know, guys like this) has earned more consistent exposure thanks to a slew of celebrities and high-profile corporate strumbles (Uber, etc) keeping them in the public eye.
  • Women’s magazines like Teen Vogue have become an unexpected source to expose political news and world events to a younger generation – no longer contained to the matters of lip gloss and boy bands.
  • Terms like “intersectional feminism” have entered the larger discourse as many seek to understand the complicated nuances of the movement (and others retreat back to their echo chambers).
  • More women are running for public office than ever before due to grassroots organizations like EMILY's List and She Should Run (the latter setting an amazing goal to achieve gender parity among America’s elected officials by the year 2030. That’s 250,000 elected positions!)

 

What a year. It’s a kind of silver lining within our current, divisive climate.

 

The rise of femvertising.

But, in the world of marketing, there continues to be a disturbing trend related to feminism that is moving us in the wrong direction. As we (marketers) are prone to do, we’re trying to capitalize on something while, in effect, ruining it.

How unfortunate.

Earlier this year, I had the chance to discuss this topic on stage at the 2017 Women in Digital event. This fantastic organization provides support for women in business, akin to the advantages of the "boys club" in major cities around the US.

Note: For organizations who want to make this available to their employees, there are corporate group packages available.

My talk was “Calling Bulls%*t on Faux Feminism in Marketing” and it featured a number of ads that are part of the femvertising movement.

 

 

You can read a great summary in Business First.

I’ve covered this topic before in previous articles, but below, I've put together a comprehensive look at the hypocrisy of femvertising - and the danger:

 

TL;DR: Many companies using feminist messaging in their ads are poor examples of these ideals internally - for example, paying millions in lawsuits for pay inequality and discrimination against women, or by perpetuating unrealistic beauty standards.

This not only creates an illusion of progress, it cheapens the movement for equal rights. It's lip service. There is a real and present danger to decades of progress in the feminist movement if we accept this trend of faux-feminism without holding companies accountable.

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To my business leader colleagues (especially marketers) – we can and must do better. If we can’t hold our organizations up to the scrutiny of true equality, we should never cheapen the movement by exploiting the narrative. It’s too reckless and there are real consequences.

To really support women:

  • Hire a lot of them.
  • Demand diversity in hiring.
  • Prove equal pay.
  • Support working parents.
  • Train employees about bias.
  • Support all women, not only those who fit your pattern bias.

To my fellow consumers – we must expect better from companies, especially before we laud them with praise (or industry awards) for what amounts to nothing more than lip service to the fight for women’s equality.

Please, let the end of 2017 be the end of this disturbing rise in faux feminism and hypocritical femvertising.

And please, don't be a troll in the comments.

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Every week I send out The World’s Best Newsletter - interesting links on marketing, business, and life. It’s free & curated by me. Get on the list.

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You Wrote a Research Report! Now What? 15 Ideas to Maximize Promotion

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You Wrote a Research Report! Now What? 15 Ideas to Maximize Promotion

This post is in response to a great question from my good friend, and B2B content marketing expert Stephanie Tilton. 

Congratulations on your bundle of original research! It’s so cute, all swaddled up in that new report template. It even has that new research smell everybody talks about. I’m sure you’re very proud of all the work it took to get to this point. It was nine long months of crunching the numbers, issuing surveys, mining and wrangling data, all resulting in a pioneering piece of original thought leadership for your organization. 

But this is only day one of a very long life for your new bundle of joy. 

How can you get maximum exposure for your important new report? You’ve done a lot of work, how can you create some buzz? 

Here are my top 14 ways to make the most of this new report. 

 

1. Announce the findings

 

This is not just another eBook… this is a major moment in your company’s history. It’s a rare opportunity to issue content into the world that is truly original. Don’t just send out a tweet and call it a day. 

 

Make sure you treat this launch like a major announcement - a press release on the wire if you’re into that kind of thing, with a short summary of key findings and a quote from an industry analyst or customer on the implications of the findings. 

 

2. Tell the media

 

Original research affords you a wonderful opportunity to provide practical insight and an interesting perspective on the state of your industry. You can tell a story informed and backed by statistically sound data - and this is perfect fodder for industry trade publications and the business press (if they cover your space.) 

 

Reach out to reporters with 3-4 key findings (don’t make them read the full report), offering a byline or an interview with your company spokesperson. Remember: why should their readers care? Try drafting the ideal headline and leading your pitch with that. 

 

PS: Podcasts count as media! Pitch your way onto a show to discuss the findings! 

 

3. Walk through the findings on a live webinar event

 

Allow your customers, partners, and prospects to experience the research with you on a guided, live webinar event. Take an opportunity to walk through the key takeaways of the report, and explain the controversial, unexpected, or critical findings. 

 

Most importantly, allow your audience to ask questions about the research in real-time. 

 

4. Create a mini self-assessment

 

What’s the first thing your audience thinks when reading benchmarking statistics about their industry?

 

“How do I stack up? How are we doing compared to our peers?”

 

Help your buyers make sense of your data by putting it into context for them. Create an easy self-assessment using a tool like Qzzr, or more complex logic with tools like Ion Interactive and Snapapp. Be sure to offer actionable ways for low scores to improve, and congratulate the high scores for their good work.  

 

5. Lights… camera… action!

 

Create a short video of a company spokesperson discussing the report, the top 3-4 findings, and why they matter. This is a great opportunity to make your company leaders sound smart, don’t waste it. 

 

6. Centralize everything on a microsite

 

Your study should be treated with an additional level of attention - consider hosting it on its own dedicated microsite featuring the key findings and major takeaways. This makes a great place to host the mini self assessment, the video, and a form by which to download the full report. 

 

7. Repurpose into multiple blog posts

 

Each finding in the report is an occasion by itself to give your point of view. Group like findings together for individual blog posts where you dig into the “how” the “what” and the “why” behind your data points. This is a great chance to tell customer stories in the context of these data points. 

 

Offer guest posts for other well-read blogs in your space, and be sure to include a link back to the original research (their audience is, of course, net-new to you.) Ensure your spokespeople are blogging on platforms like Medium and LinkedIn, where content reaches new audiences organically. 

 

8. Infographic gold

 

Research findings make the best infographic fodder, giving readers a chance to get your key takeaways without making the time investment of reading through the full report. 

 

9. Break the findings into sharable social posts

 

Social posts with images perform one-quadrillion times better than those without. I made up that stat, but we all know this to be true. Use a tool like Canva to create social-sized posts featuring the most important or surprising facts. People love to share this stuff. 

 

10. Bake it into your presentations - both live and virtual

 

Beyond your live webinar event, create a version of the report that is ideal for Slideshare - something that someone can click through slide-by-slide and still get the full story. (This is not the same deck as your webinar, but something with more text and storytelling baked in.) A great example from my friend Ben Grossman.

 

These findings also make great content for speaking engagements at key industry events (especially your own customer conference.) Send in a proposal that discusses your findings (with a great customer) and you’ve got a winning conference speaking submission! 

 

11. Work it into other people’s presentations

 

Check out the speakers for a few industry events in your space. Reach out to a few who are speaking about the topic your report covers. Email them a couple of stats that may be useful, and ask them to include it in their presentation. Nikki Nixon from Terminus recently did this to me preceding a recent speaking session I did at INBOUND, and I thought it was so brilliant. 

 

12. Incorporate findings into sales decks

 

I’m sure your sales presentations have plenty about your product features. Why not incorporate a couple of slides demonstrating the key challenges in the industry - using your own research to illustrate them? If your team is savvy in the challenger sale methodology, this type of research can be used by sales to guide prospects through a new way of thinking about their problems. 

 

13. Mail a physical copy of the report to key accounts

 

Research findings make great ABM touchpoints as it offers a very tangible, valuable asset to hold in their hands. Get your report printed, professionally, and mail it out to a few key customer/prospect accounts with a handwritten note. For an added touch, put a post-it note on the pages/sections that most apply to that specific account. Engagement guaranteed. 

 

14. Hold a lunch and learn

 

Invite key prospects and customers in a specific geo to lunch, where you present the findings and talk about recommended strategies to address them. Be sure to include a physical copy of the report, and pick somewhere nice for lunch. 

 

15. Add some paid promotion to the mix

 

Money talks. This report is a great candidate for content syndication, targeted LinkedIn ads, and Facebook ads (yes to a B2B audience.) Time is money, and you’ve already spent plenty of time bringing this asset to life. Give it the promotion it deserves. 

 

 

Remember, your new bundle of joy is just a baby. It needs care and nurturing to become the well-read, oft-quoted, compelling piece of industry thought leadership it’s meant to be. The golden rule of content repurposing is to write less, and promote more -  helping to reinforce your messages, reach new audiences, and improve visibility. 

 

Congratulations on your new asset. Go make the most of it. 

 

 

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