It’s safe to say that marketing is ever-evolving, encompassing new ideas that build on the successful tactics of the past. In this special panel episode of The Content Callout, Scott Cunningham, Lindsay Tjepkema, and Sarah Scudder each share a unique perspective on the evolution of marketing: past, present, and future. They talk podcasting, email marketing, print and packaging, data, and so much more. If you’re ready to see marketing in a whole new light, don’t miss this episode!
Outline of This Episode
- [1:40] Learn more about Scott, Lindsay, and Sarah
- [4:25] A discussion on the state of marketing today
- [10:21] Authenticity from a print and packaging perspective
- [16:38] Is data-based marketing the future?
- [23:23] How to make the podcasting process easier
- [27:42] How data influences print and packaging
- [29:37] Battling the rising cost of print supplies
- [31:10] Building a successful email campaign
- [38:21] Podcasting—and marketing—is a long game
- [40:32] What the future of marketing could look like
- [48:55] Q&A session with Lindsay, Scott, and Sarah
- [52:55] Some final thoughts from the panel
The state of marketing today
For Sarah, coming from a lead gen perspective, she believes that sales and marketing are becoming one. Marketing through the use of good content should drive lead generation and sales. Marketing is about getting the right content in front of the right person at the right time. She emphasizes that “Marketing is asking someone on a date. Branding is the reason they say yes. Customer experience is why they stay married.”
Scott points out that people panicked about the impact of COVID on their businesses. Luckily, digital marketing is having its moment. Everyone is moving online, and using Zoom, hosting webinars, and eCommerce certainly had its moment. There are also more regulations being implemented with Facebook, Apple, Google, etc. So Scott and his company are helping their clients prioritize their owned media channels—including email. It’s important to build out your own channels.
Lindsay points out that owned media and experiences are important and always have been. You have to use social media to funnel people to your owned real estate to build your own audience. It’s the same for audio and video. You want to amplify your message to grow your audience (whether Apple podcasts, iTunes, Spotify, YouTube, etc.) But you have to focus on bringing people back to your owned real estate.
Is data-based marketing the future?
Data is always necessary. It should guide your path and help you understand how you’re doing. But you also need to use your instinct. Everyone has a history of data, whether it’s from classroom data, an internship, or a 30-year career in marketing. You have a database in your brain of what works and what doesn’t. It can fuel your strategies—the data you get and the feedback you use moving forward.
Your marketing strategy needs to be a marriage of instinct and data. The pendulum has swung toward data, but Lindsay emphasizes that we’re not robots. We still need to incorporate creativity and the human element. She believes we are swinging back toward that.
Pick one thing that you know about. Is it raising children? Running a business? The decisions you make are based on your lifetime of experiences—data that you’ve collected. Once Lindsay had that realization, she learned to trust it. You learn to pay more attention to your instinct and the experiences you’re having.
Scott’s ICE scoring Method
When Scott is growing his own business, he’s looking at KPIs. They live by the customer journey: aware, engage, subscribe, convert, excite, ascend, advocate, and promote. His company has different KPIs and tactics that are applied to each of those stages.
If something isn’t meeting the KPI, they can easily find the bottleneck. They run ads, host webinars and events, do sales calls, and measure the KPIs of all of them. But they also believe in trying new things. You have to continually experiment and pilot new things to beat current benchmarks.
They approach every quarter with three big priorities to work on. They choose priorities with the ICE scoring method:
- Impact: What impact will the project have on your goal?
- Confidence: Are you equipped to deliver?
- Ease: How easy will it be to carry out?
They may start by building their confidence in something. They prioritize the things that will have a high impact. They reassess everything every 90 days. Did they hit their milestones? Should they drop whatever they implemented or work on improving it for the next quarter?
The future of marketing from three perspectives
According to Lindsay, the future of B2B marketing and brand building is in the next generation of content marketing. Have great conversations that you use to enrich the content that your audience wants. Wring it out across all channels. Continue to use SEO and analytics but serve your audiences before the algorithms with rich, authentic, relationship-driven content.
Brands are investing their time and resources in their packaging. If you have a product that you are shipping or selling on a shelf, it’s critical to stand out. There are thousands of products being sold, and you need to catch the consumer’s eye within seconds. That experience is a huge focus for marketers. Brands are also focusing on incorporating sustainability in their packaging programs and integrating it as part of their messaging to attract new consumers. From a print perspective, Sarah is seeing that the combination of print and digital will continue to explode.
Scott believes that community and brand will become synonymous. Community is an important way to stay in touch with customers and drive your content engine. The brands that do well will have that community piece.
To hear the full panel discussion, listen to the entire episode of Content Callout!
Connect with Scott Cunningham
- Scott Cunningham is the Co-Founder and Managing Director of Social Lite
- Connect on LinkedIn
- Merchant Mastery
Connect with Lindsay Tjepkema
Connect with Sarah Scudder
- Sarah Scudder was the President and CRO of Real Sourcing Network and is now the CMO at SourceDay
- Connect on LinkedIn