B2B? B2C? It’s Not All That Different Anymore.
Eastwick sits down for a #CMO2020 session with CMO In-Residence, Phyllis Grove, to discuss modern marketing trends.
Last month, Eastwick announced its latest addition to the CMO In-Residence Program, Phyllis Grove. Currently serving as CMO at Chief Outsiders, an “executive-as-a-service” firm, she helps companies build their brand with integrated strategies and tactics that fulfill customer needs and boost sales.
With more than 20 years of global marketing experience across a variety of consumer electronic, CPG and lifestyle brands — Dreyer’s Grand Ice Cream, Kensington, Mountain Hardwear, and Procter & Gamble (to name a few) — Eastwick was especially interested in how this consumer knowledge could translate over to our traditionally enterprise experience.
The truth of it is — it’s not all that different anymore. As enterprise brands become more digitally savvy, content becomes specialized, capable of hitting a specific audience. And when honed in to such a small scale, it’s all about appealing to individuals.
When it comes to modern marketing, here are four tips to remember when developing your next marketing strategy.
1. At the End of the Day, You are Selling To People
The path to purchase may be different between a consumer product and the enterprise, but there is a person at the end of that conversation. The overall marketing message needs to tie to the specific emotions of those people. A product may be a rationally good idea for a business, but what makes us buy that product is an emotional connection to the brand’s values.
2. The Power of “Why”
Every strategy should start with the question “Why?”As Simon Sinek said in his TED talk, “How Great Leaders Inspire Action,” it is all about communicating from the inside out. In product marketing, we often get stuck in the what of the product or how we do it well, but answering these will not inspire people to buy product. The emotional compontent of the product or company will make marketing so much more compelling.
3. Make Marketing Measure Up!
One of the most important pieces that companies often miss is that of research and measurement. In previous decades, it was almost impossible to measure marketing accurately. Now that we can measure everything, it is important to remember what tracks back to the goal. Don’t get lost in trying to measure everything, only measure what tracks back to a goal. If it is about increasing brand awareness, look at web traffic, social followers, Google SEO and surveys. If it is fan loyalty, measure comments, subscribers and the amount of external brand advocates.
4. Remember The Business Goals
Often marketing teams don’t give visibility to external partners, but this is essential in order to create an effective and measurable strategy. What are the business goals? How quickly do we want to get there? When in doubt, look to the business goals. No matter what part of the mix you are talking about, it is always helpful to get that framework. When working with an agency, this is especially important information, so everything can track back to a value.
If you’d like to learn more about Eastwick’s CIR program and the benefits your business, please contact us at CIR@eastwick.com, or give us a shout out on Twitter @eastwickcom. #CMO2020 #EWToday
