omeone in an exacerbated group finally says, “That’ll do for now. We can change it later.”
The name sticks. The feature stays. The temporary solution becomes a permanent fixture.
Spoiler alert: the thing doesn’t change.
Okay, it might. But it’ll take exponentially more effort to change as time passes, the complexity of Marketing kicks in, and the Network Effect does its thing.
Be intentional with placeholders. If an idea is a throwaway and you need to move on to another essential item, revisit it as quickly as you can.
Otherwise, you’re bound to play damage control.
Sometimes the sneakiest things stick. Don’t get stuck.
For the first time in a long time, I recently joined a digital panel discussion with fellow B2B Marketers. The discussion focused heavily on the wild ride of 2020, what we tried, what worked, what didn’t, and what we’ve learned as a result.
Near the end of the conversation, the moderator raised a logical wrap-up question to the group.
In one sentence, what does the future of B2B marketing look like?
A lover of soundbites and analogous thought, my response was one sentence: