How do you tell an original story? There is usually a real-life event behind every fantastical tale. If you work in marketing, you know that for your work to ring true it must be grounded in the unique truth of your company’s product or service. This value should be the basis of every great story that you tell. Read more…
Where do creative ideas come from? You might see a compelling advertisement or brilliant brand campaign and think the idea probably came in like a bolt of lightning. Boom! Inspiration strikes, a masterpiece happens. This is only partly true. Because while there are certainly times when a big idea occurs spontaneously, most teams need guidance to ensure that those big ideas support the broader business goals. Read more…
Do marketing teams need strategy? I recently answered this question with an emphatic Y-E-S. Strategy allows bold marketers to use their creativity to drive the growth of a company. Yet far too many marketing teams are working without strategy. Some do not even have a firm marketing plan. Read more…
Trepidation. And maybe a touch of excitement. This is how many of us feel when we do something new for the first time and we think people are watching. Sometimes those feelings are triggered from something as simple as going to a party where you do not know many people. Whatever the situation, you likely feel that same twinge when something is unfamiliar. Read more…
Marketers have heard it all. User-generated content is king. Chatbots are the future. Influencer marketing delivers the most ROI. And what about micro-moments? This latest addition to the marketing lexicon refers to the idea that you have mere nanoseconds to capture your audience’s attention. However, for all the trends and buzzwords, the best marketers know the real not-so-secret sauce behind breakthrough campaigns. Read more…
Have you ever prepared a meal with a group of people? Each person tends to gravitate towards what they do best. Some folks have impressive knife skills and some love to precisely measure out ingredients. Others shy away from the cooking altogether, preferring to lay out place settings instead. No matter the role, the goal is shared — an enjoyable meal. Read more…
How many times have you felt the pressure to go faster at work? If you work in marketing, it might feel like this happens all the time. You are continually pushed to make quick decisions, meet deadlines, and react to new priorities that no one talked with you about. You are working as fast as you can — but it is not always clear if your work is making a difference or appreciated. Read more…
It was your last great product launch. Maybe you would even call it “brilliant.” I can bet I know why it went so well — all the pieces came together seamlessly. And so did all the players. Breakthrough launches happen when teammates work together. This is especially true for two teams in particular. Read more…
Powerful people do not work well together. At least, that is what one study suggests. Researchers concluded that when working in a group, powerful people underperform and fight over status and decision-making authority. To which I say: If key leaders cannot cooperate, how can they expect the broader team to create anything meaningful together? Read more…
I wrote a post about the real value of a product manager last year. The love was not surprising — I have always had a special place in my heart for product managers. These are among the most under-appreciated people in technology. But there is another role that does not seem to get enough appreciation. And I feel equally passionate about these folks. Why? Read more…
It was a big product launch. This was several years ago when I was on the marketing team at a multinational organization. We had been working hard to build out content and programs for months. All systems go. But then I heard a last-minute rumor — the new functionality might not be ready. All systems standby. What? Read more…
Everyone loves a good story, right? And if you are a marketer, you are telling meaningful stories every day — whether you realize it or not. The messaging you write, the advertisements you create, and the content you publish. But like any good storyteller, you need to understand what will appeal to your audience. Read more…
In the middle of a major product launch, it can feel like you are running in a million different directions all at once. But in that eye of the storm, you will always find the best product marketers. These folks work closely with product and engineering teams and explain what is new to customers and the teams who support those customers. The trusted product marketer is a steady force.
I have never been a fan of fire drills. Not the drills to ensure you can get out of a building in under 120 seconds. I am talking about the ones that every marketing team knows and dreads — the last-minute, hair-on-fire work problems.
Marketing teams need a strategy. Your strategy tells you where to focus, like how to adapt when there aren’t enough dollars in the budget to advertise everywhere. And as marketing continues to become more complex, strategic planning becomes that much more important.
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