Best Practices To Guide Your Journey To Modern Marketing

Fred Isbell

While recently preparing a “services marketing journey” slide with the image of a road and unique places my own journey has taken me over the last 20 years, I thought back and wondered – what has helped get me to where I am today? And perhaps more importantly – what will I leverage to continue this journey?

The answers were close at hand at ON24 Webinar World 2018 in San Francisco. A year after the inaugural Webinar World event, marketing has become more digital, the customer experience (CX) is at the epicenter of all marketing and is being transformed via a confluence of forces including marketing technology, marketing automation platforms, Big Data and analytics, and much more.

The five key takeaways from my session “The Art and Science of Modern Marketing: Three Best Practices for the Journey” were quite well aligned with the “red thread” messages we saw in the world of Webinars, Modern Marketing and Digital Transformation.

1. Modern marketing is both left- and right-brained

Modern marketing is both an art and a science, and we must draw from both creative and analytic thinking as insights-driven marketing meets the more traditional aspects of marketing as we continue our path of transformation.

2. Tell the story and leverage thought leadership

Customers are bombarded with information. In response, we need to deliver the story we want them to hear, not hope that they will somehow piece together. Thought leadership is applicable across the entire customer journey and a key to successful B2B marketing.

3. Apply Webinars and digital marketing whenever possible

Yes, webinars are still very viable vehicles for great storytelling. By adopting “promotable cascade of content” (IDC) and using “snack-sized” content, marketers can leverage Webinars to optimize content for consumption across a variety of digital marketing tactics and campaigns.

4. Don’t forget about marketing analytics and performance management

Insight-driven marketing is a key component of the science in the art and science of modern marketing. It’s not necessary to become a data scientist, but to be able to recognize opportunities for insights-led marketing and leverage it to enhance and optimize your marketing efforts.

5. Be your own CMO of modern marketing

Not too long ago, I shared the seven common personas of a CMO and the advice to leverage your own strengths as you are the CMO of your own unique modern marketing journey. This approach still speaks to both the art and science of the journey and the need to focus on your own unique talents and skills for your unique journey

As SiriusDecisions reminds us, marketing still needs to be strategic, integrated, focused, measurable, insightful, and process-driven. And above all else, it must result in meaningful and measurable outcomes for the business. That’s great advice for the journey to modern marketing!

Bonus: This Is the Dawning Of The Age Of The … Webinerd?

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About Fred Isbell

Fred Isbell is the Senior Director of SAP Digital Business Services Marketing at SAP. He is an experienced, results- and goal-oriented senior marketing executive with broad and extensive experience & expertise in high technology and marketing. He has a BA from Yale and an MBA from the Duke Fuqua School of Business.