When it comes to business and consumer needs, the pandemic has changed things, in some way or another—whether minimally or significantly—for every brand out there.
Eighteen months ago, we compiled a mixed bag of research of how marketing leaders anticipated navigating the uncertain future, back when nobody was able to truly know the secret recipe for success. (Seriously—we had never, ever experienced a crisis like this in the age of digital marketing.)
During a recent panel discussion hosted by Reuters Events (Strategic Marketing 2021), we got the chance to talk with several marketing leaders to see what specific strategies actually worked for them and their big brands when marketing conditions and expectations were sent into an upheaval. They not only were tasked with figuring things out while being sensitive to customers’ needs, but they also needed to move swiftly while doing so.
The Hive9-led panel, “A Shared Experience: How the Pandemic Changed Planning, Creation and Dissemination,” uncovered a few key marketing strategies—authenticity, listening, creativity and preparedness—that proved successful when marketing success sometimes looked grim.
HubSpot and the MO Pros Community recently released a report covering the state of marketing operations professionals, bringing to light some key themes on current pain points and challenges.
Having surveyed 750 marketing ops pros across all levels of experience and from companies of all sizes, HubSpot and MO Pros found—among a multitude of other discoveries—that many marketing ops folks are looking to feel more understood at their organization, not get bogged down with time-consuming tasks, and break down silos that are hindering alignment.
“With constant requests for reports, growing responsibilities and being siloed from other departments,” the report says, “ops professionals don’t have the support and resources they need to scale and empower others with data.”Read More
When you look back at 2020 marketing predictions published prior to the pandemic, you might notice advice that ended up being pretty spot-on, a little inaccurate or maybe even more relevant than you anticipated in terms of its representation of our actual state of affairs this year.
Of course, any misrepresentation we discover now is understandably justified, but it’s interesting to look back and see where we thought we would be—as well as what, even through all the chaos, has still rung true.
It’s pretty common knowledge that in order for marketers to be successful, they need to collaborate with other departments across the organization. Creating the most in-depth and effective marketing plan is absolutely a team sport involving departmental input across the board.
A great marketing plan is one that integrates marketing with other departments such as sales, finance and product development. Departmental collaboration is essential in order to create an in-depth and complete marketing plan. Unfortunately, it’s not as common as it should be. And if you can relate to this lack of collaboration, you’re not the only one; in fact, you’re in the majority.Read More
For a lot of B2B businesses, an account-based marketing strategy represents an effective way to target and win the customers that are most valuable to you. 84% of the businesses that do account-based marketing and measure how well it works cite a higher ROI from an ABM strategy than from the other types of marketing conducted.Read More