📝 From The Blogs
Lies — exaggerations, manipulations, masks, gimmicks, and simple tricks — while they seem harmless, are producing much more negative effects than you're probably aware. The sobering truth is that you're never fooling anyone but yourself. Marketing is about trust. And trust is built on honesty.
Claire is one of the best marketers in the game and always has amazing insights. I'm not sure what kind of wizardry she whipped up to answer so many questions but this AMA is a gold mine!
"I also think that most marketers end up becoming “just marketers”, and the same happens to folks in other departments who dedicate themselves to only their craft... Instead, I recommend you become a businessperson who is currently handling marketing. By a businessperson I mean you understand your entire business deeply, you understand the different levers that make it what it is, the customer behavior, the delivery of value, the metrics, the industry, what keeps this entity up and ticking, and finally, you understand how your function contributes to it all." This is the fundamental factor for anyone to get promoted or take on new responsibility. It's more than tactics.
This is the first (and probably the last) Forbes article I'll recommend but it was a pleasant surprise. What's most interesting is how Jobs To Be Done can be used across multiple segments with multiple different contexts. Finding the similarities, the differences, and everything in between is so much more useful than just looking at each segment individually.
Basically, I'm at the point now where as soon as Ed publishing something, I click without hesitation. The trick is to tie WHAT you say and WHEN you say it to actions your leads are taking in the buying journey. This blog post does an excellent job of weaving in marketing tech with sales triggers and context to sales conversations.