Maybe so. Technology has enabled us to have data on nearly everything we do. From tracking our heart rate while we run, our pace and location, all the way through to passing messages along to our watches or earbuds. We are constantly generating and consuming data.
This is equally true, if not more more so, in our working world as marketers. We have instantaneous email results. We can track web page referrals, time on site and heat maps of content consumption. However, we may becoming too focused on that data and losing site of what really matters in marketing... the back-and-forth nature of communicating with our customers and prospects.
No matter how many tools with throw into the mix, marketing will always be a blend of art and science.
Just like running without a GPS-enabled watch, it's important to remember 3 things:
- It's the DOING that matters. My run happened and benefitted my body despite not having a digital record of it. The same is true of your marketing efforts. There will be some initiatives that aren't as easy to measure and that is okay. It's the doing of the marketing that matters most. The data on top is simply a veneer. It's not the substance.
- Learn to LISTEN. When I run without a watch, I have to rely on how the run feels to my body, not the data feedback from the watch. Similarly, you cannot draw all your insights from a spreadsheet. You must learn to listen to the nuances of how your customers and prospects are interacting with you. And that's not just the digital interactions. Take the time to listen your SDRs and AEs as well. How are they feeling about the marketing initiatives? What are they hearing from actual conversations with your audience?
- Be CONSISTENT. No one run will make me faster or drop any pounds, but over time the act of running will yield immense results. Marketing is all about consistency. Even the most successful campaigns won't provide results forever. You must keep marketing and keep evolving to be relevant to your audience. The big successes and big failures fade away equally so keep on going.
