This is a time of profound change in the way that companies can market themselves. On a yearly basis new ways of marketing become available that did not previously exist in history. SEO, SEM, email marketing, social marketing are just a few examples. Each of these new types of marketing is complicated in their own right so in terms of marketing talent we see specialization across these different types of marketing. In an environment with this kind of change one challenge for the marketer (especially at smaller companies) is how to get knowledgeable on all this change. For the startup CEO one challenge this creates is how to get access to talent spanning multiple specializations without investing in a team of specialists. One suggestion is to look for marketers that have been exposed to as many marketing environments as possible. Recently I conducted an experiment between new and old. A print advertisement in a business periodical produced zero response. At the same time an email sent to the same audience as the print periodical produced 300 leads. Now take this experience and multiply this by 600 campaigns that an experienced marketer might have seen – that marketer will waste less of your valuable money while the inexperienced marketer will (in the best case) not know where to spend marketing dollars effectively and (in the worst case) will waste marketing dollars learning what does not work.
marketing automation consultant for technology companies
Partnered with
