We all know how much technology there is for marketers today. Marketing is far more of a science now, because of the availability of customer and prospect data enabling marketers to make smarter decisions using precise and granular insights. However, the increase in data and insights bring a new level of accountability for today’s marketers where every campaign or tactic has information justifying its calculated existence.
That doesn’t mean marketing is now only a “data play” though. In fact, data is actually giving marketers the ability to be even more creative than ever. Today’s marketers can assess the impact of their programs while they’re running them and then optimize and improve them in real time.
There has never been a better time to be a marketer with a passion to try something new and innovate. Some marketers continue to ‘rinse and repeat’ the same campaigns, potentially driven by a fear of failing. But failure is a quintessential aspect of innovation.
Those words should reverberate within every marketer and translate into a sense of optimism to the work you do.
Marketers need to have the freedom and confidence to fail. To be clear, we’re not encouraging marketers to fail. Rather, that in our ever-evolving field, it is tough to sift through the noise and be unique without doing something bold and different. A marketing team should be comfortable trying a new campaign because they have real-time data to support their decision. They should be adaptable and dynamic; having the capability to track the outcome of something new – with the assurance that, if it doesn’t succeed, their team can re-prioritize and shift efforts to higher performing projects.
Helena Lewis, Chief Marketing Operations and Technology at NI (formerly National Instruments) describes her process of adopting Allocadia and how it enabled her team to ensure that the things they were doing were driving the outcomes they expected.
“Before, we went to market with business units centered around a product platform (segments, audience, etc). The problem became that we were basically targeting the same people across different business units with different messages on the same people.”
Upon realizing their error, they quickly pivoted their strategy to a more strategic plan that encompassed a wider scope of understanding. Although their first attempt may have missed the mark, they were confident in their next step. Helena and her team embraced their shortcoming and switched gears to ensure that they were focused on driving impact.
Similarly, Ken Evans, Senior Director of Marketing Operations at Fuze, noted the commonplace practice of the ‘rinse and repeat’ marketing plans. His team uses Allocadia as the source of truth to inspire innovation and success that drive the bottom line for his team at Fuze.
“You have to have the data and knowledge your past actions created. They can be used as learnings to see what worked and what didn’t so you can get rid of the things that didn’t and double down on what did”.
Marketing technology gives marketers the confidence they need to think bigger and bolder. Allocadia’s Run Marketing platform gives marketers the confidence to know where to invest their next dollar for maximum impact. With a tool like Allocadia, your team can have the confidence to create exciting and innovative content that will make an impression on your buyers. We all want to succeed but have an inherent fear of failing. And what that usually translates into, is a reversion towards ‘safe’ and ‘reliable’ programs that were run in previous years.
With so much data available, marketers can shape new ideas and try new avenues to engage with their audience. Running programs that might fail is part of the marketing profession. But that does not mean that marketers should shy away from innovation. The former President of Pixar, Ed Catmull is quoted saying “If you aren’t experiencing failure, then you are making a far worse mistake: You are being driven by the desire to avoid it.” Don’t fear failure, have confidence in your team and the data behind the decisions you’re making.