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Currently, there are two different couches in my living room.
This was not part of the plan.That adorable little green loveseat is supposed to be in a spare room upstairs, not gobbling up half of the living area with its fluffiness.
You see, even though it has been completely renovated, my house was built in the early 1960s. So, it has a few quirks. For example, the hallways are a bit narrow, as are the doorways.
Knowing this, measurements were taken — of the hallway, the room the loveseat was going into, and the loveseat itself. Unfortunately, even with all that planning, an assumption that the cushions were squishier than they are in reality (as well as an extra half-inch on the back), the couch wouldn't fit in the room and almost got stuck in the hallway.
Having taken more than a few spins around the sun, I know that things not going according to plan sometimes is just a fact of life.
...this is supposed to be a bed for my dog Nugget. Instead, Pumpkin the cat bullied Nugget out of it two nights ago, and now the dog bed is a cat bed.(And Nugget isn't allowed anywhere near it.)
The same holds true in the digital sales and marketing world — things don't always go according to plan.
Perhaps you expected the copywriting for a particular landing page would only take about 30 minutes to complete, but it took an hour (or more) instead. Or maybe you built a mobile-first strategy based on the knowledge that mobile use overall is way up, but later on you find out that (in reality) your users primarily interact with your site, content, and videos on a desktop computer.
There's no way to guard against any and all eventualities that may negatively impact our work, our strategies, or our campaigns. But aside from continuing to test and being thorough in our planning,one of the best things we can do to minimize "surprises" as much as possible is to devote time to true education.
So often, we only focus on consuming content that is hyper-tactical and provides in-the-moment value. We need to slow down. Yes, still devour all of those "actionable" blogs and videos, but also make the time to reviewnew research, attendmeaningful events, and consumereflective advice.
That is how we'll not only achieve the goals that are directly in front of us today, but also how we'll better future-proof our strategies for success tomorrow.
🔥 [New Research] The Latest Video Sales & Marketing Business Trends You Need to Know from Vidyard's Latest 2019 Report
Heads up, Chicago!Do you struggle to keep your sales and marketing teams aligned? This month's Chicago HUG (HubSpot User Group) meeting is a special lunchtime meetup! Join us onThursday, July 25, at 11:30 a.m. CT at Workboxfor lunch and lessons about sales enablement. Remember, you don't have to be a HubSpot User to attend,so register now — space is limited.
Tired of running sales and marketing campaigns with “meh” results?There could be an unseen obstacle in your database that’s directly impacting your campaign: bad data. Join top data experts from Insycle, Leadspace, and SalesIntel for a webinar on August 1 to understand how bad data is really affecting your business and what you can do to fix it.Register for this webinar now.
Have your website critiqued by our panel of website strategy and design experts at our next Website Throwdown on August 8 at 1 p.m. ET. As always, we'll be joined by a special guest (who we'll announce soon), but if you want to throw your hat in the ring,now is the time to submit your site for next month's throwdown.
⏰ Throwback Thursday
This is one of my favorite talks from last year'sIMPACT Live, and it won't take you long to understand why:
Gurus love to spout off about the supposed "death of content marketing." Yes, there is a lot of content out there these days — lots. But does that mean it's no longer possible to stand out? Should businesses consider other strategies?