Everywhere you turn, marketing is being taken over by technology. It's automation, workflows, artificial intelligence and even content development. But has the pendulum swung too far? Are marketers losing their creativity and ability to connect with consumers?
It is a topic raised by Mark Schaefer. In a recent blog post, he declared that: "The heart, the soul, the truest pulse of marketing is vaporizing because our profession is turning into a glorified IT function...We are implementing strategies and tactics based on what statistically is supposed to work, instead of what customers really want."
As a marketer and storyteller, I frequently find that data rules the roost. Strategic and tactical decisions are made based on slight variations in data, while companies struggle because they don't really know their consumers. In many ways, I think the data is making marketers lazy.
Maybe it's time for marketers to be marketing again, rather than data jockeys.
Thanks for reading, especially the flurry of new subscribers that popped up over the holidays. |
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- For marketers, millennials can be a challenging target. OpenView Labs' Aaron Dunn looks at three ways to millennial-proof your marketing. [link]
- In many companies, sales and marketing operate in silos. GoSquared's Russell Vaughan says data is a key tool to knocking down the walls. [link]
- Want to keep your startup employees? Provide them with great benefits. [sponsor]
- There are high-profile unicorns and then there are startups that scrape their way to success - aka cockroach startups. Jeffrey Feldberg looks at what these startups need to prosper. [link]
- Jeremy Goldman looks at the ways that storytelling can elevate your company above the competition. [link]
- In a short and sweet post, Paul Singh nails it on why startups die: it's not because they can't build a product, it's because they can't attract customers. [link]
- Technology is changing how sales are done and deals are closed. Here's a list of six sales trends, among them are voice and AI. [link]
- Steli Efti has a great advice on how to sell services like a pro. Some of the keys are using insight deliver value and creating operational predictability. [link]
- Tim Alper looks at the nine biggest marketing mistakes made by SaaS startups. [link]
- I'm a sucker for tools. Here are 15 sales tool that you can't live without, according to Adam Hempenstall. [link].
- Seth Godin had a great post on getting paid what you deserve. [link]
- For growth hackers, Helvis Smoteks created a list of 128 marketing tactics (as well as a free eBook). [link]
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When Sandvine was slapped with a $14-million (plus royalties) lawsuit by a U.S.-based patent troll, the company didn't back down. Instead, it decided to fight back. [ link] |
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Kevin Sandhu puts the spotlight on 11 Canadian tech companies to watch in 2018. Among them are Article, CareGuide, Finn.ai, Kindred, and Sensibill. [ link] |
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Amid the excitement about AI, TD acquired a startup, Layer 6, which works with large companies to use data to anticipate the needs of customers in real-time. [ link] |
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Waterloo's Igloo Software, which develops workplace management software, plans to hire 75 people after raising $60-million from Frontier Capital. [ link] |
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Does your marketing need a jump-start? The Brand Reboot course shows you how to do customer discovery, identify and showcase your key benefits and differences, and stand out from the competition. Get 14 videos and a learn-as-you-go workbook for $99.
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Your startup employees should have benefits. IPFS helps you make that happen. [ sponsor] |
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Want to reach entrepreneurs and investors? Send me an email to talk about advertising and sponsorship options. |
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Who writes this newsletter?
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I make marketing work for fast-growing companies (and companies looking to grow faster) by delivering strategic guidance and tactical execution. I recently launched two coaching packages for entrepreneurs looking for strategic and tactical guidance with their marketing. |
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