Perspectives

Get Beyond Existing Paradigms for More Effective B2B Marketing  Digital transformation is the solution to ’never enough-ness.’Business inherently runs on ’never enough’ - time, clients, content, pipeline, money, campaigns, form fills, etc. This leads to overwhelm, burn-out, fragmented initiatives, redundant effort, and all kinds of dysfunctional gunk that clogs the path to meaningful outcomes. It’s not enough to just check the boxes of marketing impressions, traffic, engagement, traffic, click-through rate, or brand recognition. Instead, it includes strategic business planning to understand consumer preferences and consumption, design wins, and facilitate customer and user experience, all of which, ultimately, result in bottom line revenues. As a deceptively simple definition, digital transformation is the process of streamlining, prioritizing, and addressing systemic constraints to support delivering greater value effectively - with ease and efficiency - to both customers and employees. In other words, the results of digital transformation are less stress, increased productivity, and happy people. And a strong digital marketing strategy helps make that happen.This book explores initiating digital transformation by way of marketing. Why? Because marketing is about business leadership in positioning specific outcomes of value via a promise backed by data to gain support through either brand recognition or business (new and/or renewed). Some of the topics covered include- a definition of today’s Experience Economy and the power of micro-moments- how ecosystems drive business relationships and results- the indicators that flag a digital transformation initiative is needed- how proven methods are being overtaken by fast-evolving marketing conversations- three pivot points to turn disruption into opportunity- the hierarchy of business needs and how they support business growth- what enlightened C-level leaders can do to guide successful digital transformation- the significance of brand archetyping to understand and express company values and personality- the pain and the power of strategic digital marketing- the twelve intangible benefits that are emotionally compelling for conversions- and much moreAs a digital strategist and copywriter for projects ranging from Fortune 100 companies to visionary startups, I wrote this book to capture best practices and inspiration. A good marketer understands and uses the best techniques to get optimal visibility with the right future customers; a great marketer introduces the leading edge for strategic advantage in gaining visibility both externally and internally. When marketing leads identified audiences to places they could not go on their own and shows them they cannot get that result anywhere else, it creates organizational change and business growth.Digital transformation is one of the most significant and essential priorities of our time. May this book be a conversation-starter within your sphere of influence.