You've got to work really hard at establishing credibility and getting a seat at the table.
We asked Andy what he thought marketer's biggest challenge is, and his answer opened up a bit of a can of worms!
Any laid three key contributing factors to the lack of respect for marketing out:
The need for short term results, driven by trends and buzzwords in market, destroys any long term strategic brand play for a lot of B2B marketers.
This often results in a heavy lead generation focus that delivers diminishing returns, the pendulum swings the other way so that brand communications become completely divorced from sales conversations.
Since our interview with Andy these issues have become even more important. The impending change to 3rd party cookies being enforced already by Apple and coming very soon from Google is going to require a big re-assessment of marketing plans and investment.
Digital channels have exploded, and so has the machinery required to activate and manage them. Marketers have been inundated over the past few years and the expectation has been to keep up with a rapidly evolving market, build new skills and resource AND continue to deliver in all the previous areas.
Digital is in a constant state of evolution driven by large tech business that don't care about your brand. Will the impending changes mean we go back to fewer channels, a customer focus and good old brand building? It will be interesting to find out...
Digital channels have exploded, and so has the machinery required to activate and manage them. Marketers have been inundated over the past few years and the expectation has been to keep up with a rapidly evolving market, build new skills and resource AND continue to deliver in all the previous areas.
Digital is in a constant state of evolution driven by large tech business that don't care about your brand. Will the impending changes mean we go back to fewer channels, a customer focus and good old brand building? It will be interesting to find out...
