Follow trends to stay fresh in marketing.
We have to stay well read and well educated on ever-changing technology and trends, and on anything that could help our internal partners do their jobs better.
When does change create an opportunity for marketers to successfully drive organizational improvements?
If you have a buy-in to the vision, and the mountain top you’re trying to climb, everyone can get aligned with that and move forward.
How can you be creative? How can you tell your story in a relatable way? Creativity can help marketing drive that message home.
Getting teams on board and getting people excited about the new direction and change in an origination is really the first step.
How do marketing leaders define and establish ownership of the customer experience?
Our customer success team is the tip of the spear for our customer success and we get our clients integrated early in the process.
When so much information is available online, we strive to provides value through the in-person connections: networking, professional development, and career opportunity.
Membership provides people access to the professionals they want to meet and education they can’t get anywhere else.
How do successful marketing leaders develop programs that demonstrate the connection between marketing and real revenue—and transform their conversations about budget?
We feel we’ve hit that sweet spot of not spending too much and not spending too little.
This past spring, we did a three-part series directly focused on revenue. We did three events on driving revenue, demand gen, and steps for putting revenue efforts in place.
AMA helps education. We bring in speakers to talk about the most relevant challenges in marketing so our members can take those learnings and immediately apply them.
How do successful marketers best leverage outside partners to support their internal teams—and ensure they are getting the most value from those partners?
For exhibits and trade shows, we have big properties we cannot manage on our own. Or we may need to hire for writing because the project is too large or because of subject matter. These types of needs make outside partnerships important.
I recently had lunch with a member who was looking for someone who does specialty incentives. He wanted someone I had worked with and I would refer. The referral carries a lot of weight.
We all have our own expertise and are experts in our own lanes. But when going outside your own expertise, you need to hire an outside partner who has the right skillset.
How are marketing leaders asserting their voices in selecting, using, and demonstrating the benefits of technology investments?
We ask, does this technology increase our productivity, increase our speed to market, our speed to revenue, and ultimately does it help our team achieve their goals?
I am more of a technology influencer and user than decision-maker. When decisions are made, we have the opportunity to see the technology, get a demonstration, and give our opinions.
I think more marketers are leaning towards getting the most out of what they have versus trying to find more technology that might not work or create more issues.