How To Build a Business-Minded Marketing Culture

By Marisa Ricciardi

MiroAlt / Pixabay

Any marketing professional will tell you creativity is an indispensable ingredient of a great campaign or a memorable ad. When work is truly creative, it engages consumers in unique and emotive ways, which is how brands secure mindshare and convert new customers. But creativity is a means to an end – not an end in and of itself.

All brands are ultimately trying to drive ROI and get as much penetration as possible with their marketing strategies, and this means creativity has to be guided by a rigorous analysis of outcomes. Even the most creative ad in the world won’t be worth much to a company if it doesn’t drive exposure and sales.

With the increasing availability of data on everything from online attribution to consumer behavior, the pressure on marketers to demonstrate the effectiveness of their campaigns has never been stronger. That’s why all marketers should remember a few key strategies for developing a strong business-minded marketing culture and getting brands as much as possible for their money.

Starting with the “why” and the “how”

There are plenty of people in the world who do creative work for its own sake – we call them artists. While there’s certainly no shortage of artistic talent involved in many successful marketing campaigns, the “why” that underpins a marketer’s work is very different from the “why” behind a work of art.

For example, let’s say you’re trying to launch a digital advertising campaign that will require a substantial proportion of a company’s budget. If you don’t have a detailed explanation for why management should agree to such a large spend, don’t expect to get very far.

Perhaps the company’s share of voice is unacceptably low among its top competitors. Maybe it has high conversion rates but limited reach at the top of the funnel (which would indicate that the product is solid but general awareness is subpar – a frustrating problem that marketers should be particularly well-positioned to solve). The company might be off track to hit its sales goals by the end of the year.

Whatever the problem, marketers should be able to demonstrate why a campaign deserves the investment they’re asking for and how the campaign will deliver tangible results. Outcomes matter more than anything, and it’s a marketer’s responsibility to deliver them.

Developing customer-centric campaigns

Marketing professionals can’t do their jobs if they don’t understand what specific challenges companies face (as well as the unique advantages that will help them address these challenges). Companies have never had more data about consumers, market trends, and the return on their advertising dollars and marketers need access to all of this information. That’s why transparency and open communication are vital to the development of powerful marketing campaigns.

Just as marketers have to be well-acquainted with the unique circumstances of the brands they represent, the brands themselves should have a comprehensive understanding of the customers they’re trying to reach.

Account-based marketing (ABM) is one of the best ways to ensure that you’re building campaigns around the individual needs of companies and …read more

Read more here:: B2CMarketingInsider

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