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Yesterday, I had the pleasure of attending my first-ever SnapApp event, our Marketing Fit Workshop in Washington D.C. It was a half-day event, where B2B marketers met, networked, and learned how to create more “fit” marketing through stronger approaches. Attendees heard from marketing celebrity Matt Heinz and had an opportunity to build their very own interactive content for their programs.
To give you a flavor of what happened in my 24 hours in Washington D.C., I present to you some of the highlights (and lowlights) of what I learned:
While the fact that everything that can go wrong with travel does when I’m around was not news to me, it was news to my coworkers. Here is an abbreviated list of my travel mishaps on my journey to our nation’s capital:
My original flight was canceled. Yes, it was snowing – lightly, in that way that Bostonians laugh and say “You are no match Mother Nature, you have not bested me yet!” (see: crippling snowstorm as payback the same week)
Our hotel was overbooked. So while some of my coworkers were no doubt relaxing in the lap of luxury, a fateful few of us were shipped down the street… to another, also nice hotel.
D.C. cab drivers don’t always listen. Some Snapsters decided to grab a late dinner. We told the driver we wanted to go to a specific Irish pub. When we arrived at a different one than intended, he insisted that where we were was better: “This is what you want.” Who am I to argue?
And more on D.C. cab drivers… on the way home, our driver was pulled over for riding two lanes near the National Mall. His excuse (that worked)? “I’ve never driven around here.” Right.
Get it? Bel Biv Devoe? That girl is poison?
36 of them, in fact. It was a full room and a great, engaged crew. The event was less of attendees being told things vs. attendees getting the chance to DO things.
Some jokingly will call marketing the “arts and crafts” department. Trade shows and swag, that’s it, right? Turns out, we may be perpetuating this idea.
Consider a meeting of the executive team. Sales reports on pipeline. Product talks about the roadmap. Marketing talks about blog posts and clicks. When you have to explain the value of your results to the business, you’re already a step behind. Matt Heinz put it best: “Can you buy a beer with your results?”
While tracking key activities is important (think clicks, shares, etc.), it’s not what matters to the business – it’s what those indicators ultimately drive. Having operational metrics as well as executive-level metrics gets you out of pure tactics and helps you prove the impact marketing has on the business.
This is not a joke. He makes it. Himself. In a magical and massive bacon-making contraption at his home in Seattle. He also raises chickens. I learned a lot about Matt.
Also, #baconfit, the complement to #marketingfit – let’s make this hashtag a thing.
Our VP of Marketing Aaron Dun aka “the boss man” challenged the entire audience to try something unexpected in the coming month to create real engagement and impact. These kinds of experiments are the only way to drive real scale.
I guess that means me too. Spoiler alert: puppies may be involved.
While the shirt design is super cool (Marketing-Ade!), lime green just doesn’t work for me. Others, fine. Me? I guess not.
It’s not just your whitepapers and blog posts – it’s every interaction with prospects and customers. Sales scripts, the onboarding experience and so on – every touchpoint with a buyer is a chance to reinforce the "why” of what you do.
We can’t increment ourselves to the top. We need new, interesting ways to get better, drive interest. Unfortunately, marketers often associate “scale” with “more.” But as it turns out...
Marketing departments are being asked to do more, contribute more. So we create more. But it’s not always better. If we’re just checking the box when creating content and campaigns to drive high volumes, we neglect quality and won’t end up with the results we want. Better quality over more quantity is the preferred approach.
Except with dessert. More is ALWAYS better with dessert.
It’s hard, but I promise, it’s worth it. Figure out how many opportunities you – marketing – need to bring to the table. It may be overwhelming, but knowing is half the battle. From there, you can work with your sales team to align on the right customer profiles and map out the right process to get in front of them.
This is more of a personal PSA than anything else. Spend the $80 or so dollars and get it. It made the difference between my one minute security screen and another coworker’s 15+.
It was 70 degrees in D.C. during our workshop. The next day? Snow. Confusing.
If you missed out on our workshop, stay tuned – we’re looking to plan more events like it down the road! You can also check out some of the content from the event; download the slides from our workshop session “Strengthening Your Campaigns” and learn how to map your content by personas and funnel stage, as well as how to come up with interactive content ideas.