We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.
The conversation on conversion has taken over.
Marketers have always cared about conversation and for many of us it’s the reason that we get paid. Over the last 6 months the timeline and pressure to make what we are doing happen quicker is undeniable.
Conversion mania can trigger bad decisions, knee jerk reactions, and even a loss of focus for everything that our brands represent. Many of us are searching for the balance between holding true to our brand while creating the right opportunities to convert our audience over to sales.
I had a conversation a few weeks ago with Alex Kelly, formerly of Ceros and now Director of Growth at Canary Technologies. He talked about how important it is for marketers right now to go back to the fundamentals and focus on cross-functional collaboration opportunities with design teams.
He believes a common misstep marketers make is focusing too much on conversion before attention. He shared, “today’s attention is tomorrow’s demand.”
A good reminder for me and I hope you about how to refocus during an era where expectations are higher than they ever have been before.
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Personally and professionally, I’m embracing the word “adaptability”. I shared recently that I have another daughter on the way and we recently bought a new house. At work, we’ve had to do a lot of different things in new ways to have the success that we’ve had this quarter at The Juice.
On today’s episode I discuss why adaptability is the most important trait that I observe from the most successful marketers that I meet. The ability to never get comfortable and always be willing to evolve is the hallmark of the most important brands in B2B.
In this episode we cover:
- Adaptability: Why this is the top trait I look for in any marketers that I am going to work with
- Ending a quarter: How marketers can support and also plan ahead
- Collaboration in new ways: Why the start of each quarter is a great time to reset and define ways to work with cross functional teams
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