Digital Marketer vs Traditional

8/12/2019 Digital Marketer vs Traditional

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JOHN BONINI

Marketing Director@bonini84

CARLY S TEC

Content Marketing Manager@carly_stec
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Intro 4A New Perspective 7

A View From the Top 13

How to Coexist as the Marketing Manager 18

How to Coexist as the CEO 25

TABLE

of

CONTENTS


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Im going to let you in on a little secret.

I hate talking on the phone.

Dont get me wrong, I love to communicate. I love conversing with

others. The same applies to writing and expressing emotion. I just

dont like doing it with a piece of plastic attached to my ear. At least

not for very long.

My dad, on the other hand, who owns a small business in the town I

grew up in, talks on the phone all day long. He prices jobs, schmoozes

with customers, haggles with vendors, all with a million dollar smile

on his face.

Me? I send emails, reply to tweets, and publish blog posts as a means

for establishing a community.

INTRO


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Both of us are successful. But my dad is fascinated. He has an innate

curiosity for new things thats enabled him to keep up and stay

successful for just about as long as he wants.

Instead of denouncing the methods of a younger generation, he

attempts to understand them in order to learn and adapt. I do the

same. Truth be told, theres a lot we can learn from each other in

matters of business.

Unfortunately, not every business relationship can mirror that of a

father and son. Most businesses right now are letting generational

gaps hinder their ability to progress in some form. Yes, even yours.

I hear these kinds of stories every day from prospects. And for the

rst time, were going to share them with you.


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No guessing. No propaganda. No stats. Just a real story.

And while the following story may have some ctional names, the

scenarios are quite real, as theyre based o of real conversations

weve had with prospects just like you.

If it hits too close to home, worry not. Weve included ways for

learning to overcome these dierences for the better of the business

later on in the ebook. Enjoy.

- John Bonini


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A NE W PERSPECTIVE

Kelly is an assertive 26-year-old marketer who, up until this point, has held a

junior level marketing position at an agency.

But those days are over. Kellys hard work has nally paid o as she recentlylanded a job as a marketing manager for a B2B software company.


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Having held the position for a few months now, Kelly has found that her

enthusiasm is beginning to fade.

She thought shed have the freedom to rework their current marketing

strategy, but instead shes done nothing but carry out her eorts under the

watchful eye of her boss, Cli. Sure, she has respect for her superiors, but

Clis antiquated approach to marketing is enough to make her lose faith in

the overall direction of the company.

Not to mention, the current marketing situation isnt driving the awareness

or business that they need. Its why Kelly was brought on in the rst place.

Cli has made it clear that he wants to see a six month turnaround, so for

Kelly, the pressure is on.

The problem is, every time she develops a plan to progress the approach, Cli


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meets her with a resistance.

Having grown several B2B companies with traditional marketing methods in

the past, he insists on sticking with whats worked.

However, with the website currently receiving somewhere between 500 to

1,000 visitors a month, Kelly worries that when Clis PPC and direct mail

eorts expire (which they will), they wont have any initiatives in place to

continue driving trac.

We need to start blogging more so we can get found and drive more residual

trac, Kelly tells Cli.

But Cli doesnt think blogging works. Kelly has managed to convince him

and a few of the other C-level executives to create some content recently,

but due to its extremely lengthy, dense, jargony nature, it received minimal


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engagement.

It was way too high level. It didnt resonate with their audience.

Rather than the invest time and energy into coming up with a content

strategy centered around their ideal customer and their needs, Cli continues

to pour their budget into PPC, print, advertising, and direct mail.

Kelly simply cant wrap her head around why anyone would want to prioritize

what she refers to as junk mail, when they could be creating blog content

and premium oers that are sure to build traction long beyond their publish

date.

Feeling like shes lost the blogging battle, Kelly is rattled by Clis next

request to blast out their new email campaign to their entire contact list.


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Doesnt he know that by segmenting our contact list we can improve the odds that our

message will actually resonate with the audience and inspire action? Apparently not.

Having been tracking the numbers everyday, Kelly is more than aware that

their eorts arent sustainable. Even the process of measuring metrics feels

like an uphill battle. With no integrated software in place, Kelly has to jump

from platform to platform trying to uncover anything that would be of value

to her or her boss.

If Cli doesnt see a turnaround, Kelly is afraid she might lose the position

shes worked so hard to land.

So as a nal push, she decides to go to Cli with a plan for building up a social

media marketing strategy for the business to yield some brand recognition,

boost trac, and get involved in the community.


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Seriously Kelly, you think I have time to do the Twitters?

Aware that doing the Twitters isnt even a real thing, Kelly quickly realizes

this is another battle she isnt going to win.

By now shes feeling just about ready to pack her desk into a cardboard box.

How could anyone not seethe value in inbound marketing?

What was she doing wrong?


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A VIEW FROM THE TOP

Meet Cli. A 55-year-old CEO of a B2B software company who is charged with

ensuring the growth and nancial stability of the company by generating revenue

and increasing market share.


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Cli found himself in his current position almost eight years ago, after

proving his ability to successfully grow several other small B2B service

companies with methods like PPC and print advertising.

Having traditional marketing methods to thank for his success in the

past, Cli isnt very open to experimenting with some of the more modern

platforms and practices for driving business.

When he noticed the business depreciation in website trac and customer

acquisition, he assumed it was due to their new hire Kellys lack of experience.

Recognizing that she certainly has a lot of potential, Cli allotted her a six

month grace period and taxed her with the task of changing the direction of

their current eorts.

Wanting to ensure they were avoiding any bad investments, Cli strongly


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encouraged Kelly to adhere to the approach he had been using to advance

businesses for years. This wasnt the time for risky new approaches.

While Kelly urged him to create blog content, Cli felt like their time and

resources would be better spent on the creation and distribution of direct

mail.

His argument being that delivering their message straight to the mailbox of

potential customers was much more eective than publishing an electronic

article that might not even reach them.

When it came time to roll out their new email marketing campaign, Cli

wanted to be sure that they received a ton of exposure. By blasting it out to

their entire contact list, they were ultimately putting their name in front of as

many eyeballs as possible. After all, they had worked hard to earn the contact

database they currently have, what would be the sense in not utilizing them?


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While he applauded Kellys attempt to pitch the value of social media

marketing to him, her approach was far from convincing. As far as he is

concerned, Twitter simply isnt a good t for their business because its not

particularly popular with their intended audience.

Sure, social media is popular with his teenage daughter and her friends, but in

terms of B2B business, he doesnt see the value.

Even though Kelly insists they needed some type of all-in-one marketing

software, Cli isnt willing to tie up more budget in assets that arent

necessary. These types of software are expensive, and free alternatives like

Google Analytics and MailChimp have provided their team with everything

theyve needed thus far.

Concerned that Kelly just isnt getting it, Cli stands rm in his decisions.


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The type of initiatives she is trying to implement dont have the ability to

produce the type of results the business needs to bounce back.

Wasting time with blogging and social media will ultimately distract

them from their overall goals, or worse, put them at risk of losing valued

customers.

Clients want tried and trusted service, they dont want to be treated like

guinea pigs while Kelly experiments with new practices.

When will this girl learn?


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HOW TO COEXIST AS THE

MARKETING

MANAGER


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As a marketing manager with more progressive views, its important to slow it down

and understand how a boss like Cli understands and perceives value.

When you think of results, youre thinking in terms of the resources, platforms, and

actions needed in order to hit numbers. Your boss on the other hand, is thinking

about one thing: numbers.

Whats the return on my investment? Will this increase our proft margin? Market share?

Executives are conservative

by nature, as change

oftentimes means risk.

And when youre in charge,

youre constantly protecting

against risk. So check your

ideology at the door.


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If youre looking to implement real change to the marketing strategy, do your

homework and come prepared. Dont focus on problems unless you have a plan for

how you can solve them. Your boss wants you to come to him with solutions, not

problems.

Make a strong case for whyyour bosses should be thinking dierently.

Never bring a solution to the table without measurable data to back it up.

Dont tell your boss that we should be on Twitter because thats where the industry

is going. Instead, show him the data that says 59% of all Twitter users have visited

B2B tech brand sites, compared to 40% of the average population. (Source: Compete

and Twitter)
https://blog.twitter.com/2013/twitter-and-compete-study-how-tweets-influence-b2b-tech-audienceshttps://blog.twitter.com/2013/twitter-and-compete-study-how-tweets-influence-b2b-tech-audienceshttps://blog.twitter.com/2013/twitter-and-compete-study-how-tweets-influence-b2b-tech-audienceshttps://blog.twitter.com/2013/twitter-and-compete-study-how-tweets-influence-b2b-tech-audienceshttp://linkd.in/1iuyaS5https://plus.google.com/share?url=http://offers.impactbnd.com/digital-marketing-vs-traditional-marketinghttp://ctt.ec/j18Y6https://www.facebook.com/sharer/sharer.php?u=http://offers.impactbnd.com/digital-marketing-vs-traditional-marketing


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Most importantly, tie data like this into the overall vision and goals of the business.

A statistic in and of itself isnt all that impressive. If youre looking to resonate with

your more traditional boss, provide context.

FOR EXAMPLE:

Since were looking to increase market share, we need to invest in platforms that allow us

more exposure to our audience. The audience wed have access to on Twitter is actually 20%

more likely to visit our siteand spread our message than the average internet user. We need to

capitalize on opportunities like this. Right now...were not.

Notice how data is much more eective when provided context and aligned with the

overall business goals?

Its also much more powerful, and your boss will appreciate this and be far more

likely to listen and respect the direction youd like to take.


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DO YOUR HOMEWORK

If the help you need is dependent on additional resources, its important that you do

your research beforemeeting with your boss.

Ask yourself:

Who can help us do this?

At what cost?

Whats the timeline?

What will they need from us?

Who will manage the process?

Most importantly, nd case studies that prove the value of the vendor youre looking

to work with.


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If youre looking to invest in a marketing automation software in order to equip

yourself with the level of intelligence needed to execute a more successful strategy,

focus on nding materials that prove the value of the investment to take to your

boss.

If its an agency that will act as the extension of your marketing team you know you need

to do your job, focus on the business value of having a team of experts at your disposal.

Again, the formula should be measurable data + context = success.
http://cdn2.hubspot.net/hub/145335/file-304737336-html/ebooks/Proving_the_ROI_from_Inbound_Marketing/js/proving-roi-from-inbound-marketing.html%3Ft%3D1379093170000%26t%3D1379340858000http://linkd.in/1iuyaS5https://plus.google.com/share?url=http://offers.impactbnd.com/digital-marketing-vs-traditional-marketinghttp://ctt.ec/j18Y6https://www.facebook.com/sharer/sharer.php?u=http://offers.impactbnd.com/digital-marketing-vs-traditional-marketing


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THE TAKEAWAY

Your boss doesnt have time for ideological nonsense on why he should be blogging or

using Twitter.

Show him the real business value that said platforms have on the future success of

the marketing strategy. While your more traditional, conservative boss may be slow

to adopt new strategies, hes also operating with the curse of knowledge, meaning

hes only going o of what he knows to have worked in the past. He cant unlearn

these things.

Let him down easy.

Identify solutions. And more than anything, prove their value.


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HOWTOCOEXIST

ASTHE

CEO


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Youre the CEO.

Responsible for creating, communicating, and implementing the companys overall

mission, vision, and strategy for getting there.

A signicant part of this process was hiring a marketing manager to carry out this

vision.

The most important thing you can do now is empower this person to make decisions.

Youve hired them. Now the hardest part you need to trustthem.

Chances are you hired on the younger side for the marketing manager position in the

hopes that theyd be more tech savvy and familiar with modern platforms than you

are. But if youve hired right, theyre capable of much more than that.

Recognize that the generational gap is actually a positive. Your marketing manager


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is plugged in both socially and technologically in ways that you are not. These are

strengths. Dont stie these strengths with whats already worked in the past.

Consumers are behaving much dierently than at any other time during your career.

Technology has empowered the buyer, and as a result, the buyer hasthe power.

Theyre not waiting to be sold. Theyre conducting their own research and

averting the middle man (your paid advertising) altogether, preferring instead to

communicate with brands directly.

Think about your own buying behavior and how its changed. When you buy a grill,

what does your buying process look like? Are you still thumbing through print ads

in your Sunday paper? Or are you doing your research online, maybe even from your

mobile phone, to get the information you need?


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Mobile phones, search engines, social platforms: these all play into the digital

strategy your marketing manager is trying to implement.

Empower them to do so.

SET CLEAR EXPECTATIONS

So your marketing manager is insisting on additional resources in order to do his or

her job better?

Great. This should be applauded.

Empowering your employees, while not easy, is paramount in achieving sustainable

growth.
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However, in order to ease your concern of implementing new strategies, set clear

expectations and require accountability. But dont shy away from changes just

because of perceived risk, even if they areadditional expenses.

If your marketing manager has approached you about partnering with an agency,

before you denounce the expense as unnecessary, put your consumer hat on for a

second.

Chances are youre buying process covers a lot of ground.

Between search engines, social media, blog articles, mobile phones, and consumer

reviews, does your marketing manager have the resources necessary to maximize

your overall presence to attract prospects?

And if not, how much would hiring experienced marketers to join your team cost you?


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Hiring an agency is actually much more economical, and allows you access to

designers, developers, and marketers all under one roof.

If its a marketing software like HubSpot theyre trying to convince you on, simply

consider the business value of having an all-in-one software to both execute and

measure your entire marketing strategy.

THE TAKEAWAY

Dont fall into the typical generational bashing that many executives are guilty of.

Embrace the generational gap and empower your marketing manager to make

decisions that lets face it theyre in a better position to make.

Most importantly, your investment of time is just as signicant as any monetary


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resources needed. Just because you blogged once every quarter last year and didnt

see results does not mean that it doesnt work.

It means you were doing it wrong.

Executives often fail at tasks like blogging for the following reasons:

The Curse of Knowledge means youve forgotten what its like to be the

prospect. You cant unlearn your experience, therefore its hard for you to talk on

an intermediate level.

The content you produce is dense and dependent on industry jargon. Youre

talking over the audiences heads. (See also: The Curse of Knowledge)

Its not being done regularly. Best practices are to blog a minimum of once per

week.

Its reasons like these that make your marketing manager more eective at putting

h


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together a strategy. Theyre in a unique position wherein they understand and

empathize with prospects from the standpoint that theyre an end user as well. They

identify challenges. They research solutions. Theyre trying to become more ecient.

Sounds a lot like your customers, doesnt it?


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TURN THE SE TIPS INTO ACTUAL RESULTSLets talk about your marketing.

Let us walk you through how inbound marketing can transform your business, and

why its the proven method for doing business online.

What you can expect:

A 30 minute phone conversation with one of our consultants

An evaluation of your current marketing strategy

An analysis of your website

Suggestions for improvement

REQUEST YOUR FREE CONSULTATION

impactbnd.com/getstarted
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Digital Marketer vs Traditional