The IMPACT Blog
The latest in inbound marketing, sales, design, & conversion rate optimization.
You’re a go-getter. And that’s great, because so was I when I first entered the digital marketing world, and I still am today. Whether you have your sights set on an executive role or you're currently a marketing executive who wants to step their game up, this drive is one of the first things you need to advance and leave a mark on your organization and industry.
Marketing is a competitive field and most in it are competitive people. Virtually every marketer with a little experience under their belt has thought about what it would be like to lead marketing for a brand as a marketing executive and drive it towards success. However, a desire to lead alone doesn't make a marketing executive.
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I go to a lot of marketing conferences and one of my favorites in 2016 was ConversionXL Live (CXL). I loved it so much, this year, I’m bringing even more people. (Want to hang out with us there? Get your tickets here.) But anyway -- Unlike other marketing events I’ve been to, ConversionXL Live is extremely hands-on and includes hotel and meals so attendees are always together; going through the full experience as a group. This format allows you to have a lot more opportunities to engage with peers as well speakers, which is how I met Peep Laja, Principal of ConversionXL.
When Tom and I first started IMPACT in 2009, we had hardly any influence in the marketing community. Fast forward to 2017 and our blog is exploding, we speak at big conferences, and we have friendships/partnerships with many of the most respected players in the marketing world. Our agency brand, along with our personal brands, is stronger than ever -- we even host our own annual marketing event now. While it certainly didn't happen overnight, there is nothing random about the growth of our influence. We can trace our success back to several critical things we did and continue to do.
As marketers, it's our job to stay on top of trends and ahead of the curve. Digital marketing changes constantly, as we shared last week, many of the strategies we trusted in the past, may not be as effective (or effective at all) in 2017. Now that we've all had some time to review 2016 and create a vision and plan of action for 2017, I want to share with you the things we are going to be focusing on and what we believe all CMOs and marketing leaders should be prioritizing this year.
The best marketers are always evolving and adapting to the market. Looking back on the successes of our clients and for our agency in the last year, we have refined our process and eliminated a lot of tactics that no longer work -- or maybe never worked. But while we're changing, we still meet new clients and see businesses online that are still doing the same things over and over, that don't produce great results anymore.
A 10x marketer is someone who generates at least ten times the value of an average marketer. Of course, 10x marketers don't necessarily produce 10x the value or save companies 10x the cost of labor, but the point is that 10x marketers are significantly more effective than their average counterparts. 10x marketers may produce anywhere from 2x to 100x, but regardless of this math, they are extremely valuable. All it takes is one 10x marketer to completely change your organization. That's because 10x marketers tend to impact multiple areas of business outside of marketing. Plus, their passion, dependability, and helpfulness are contagious to those around them.
HubSpot is our marketing software of choice, but that doesn't mean it's the only choice. In fact, there are more options than ever before, making the buying decision a bit of a Sophie's Choice. When we meet with prospective clients who aren't already using HubSpot, we get asked about a handful of different platforms and Marketo is one of the most common. Now, don't get us, wrong. Marketo has a solid reputation and is effective, but there is a lot more to consider when comparing marketing software than just price and features.
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