We spend tons of TIME
pouring over data, trends,
newsfeeds, and content.
So, we decided to play
to share their savvy
advice while having
So, we decided to play Mad libs with
marketing experts to share their savvy
advice while having FUN.
Analysts, inﬂuencers, thought leaders, and top-notch
experts ﬁlled in the blanks on key trends marketers
should stay on top of. Check out their bold ideas…
The Biggest mistake
most companies make when choosing
a marketing automation vendor is choosing
the tool before ‘the house’ is in order.
Sam Melnick, IDC
I believe in content marketing because
without content, you don't have ANY marketing at all.
Not paid, not owned, not earned.
Rebecca Lieb, Altimeter
The most underrated marketing strategy today
is one where in fact a customer experience strategy
sets the marketing strategy. CX is a proﬁt-increasing,
loyalty-building, engagement-driving opportunity that
marketing needs to play a part in to stay relevant in the
age of the customer, where it's knowledge of and
engagement with customers that set successful
Cory Munchbach, Forrester
stop trying to pimp yo
services. Nobody care products and
the content that your bu Instead create
yers are eager
to consume and that th
ey love to share.
David Meerman Scott,
Author, Keynote speaker
Over the next year, I want to see more crowd sourcing
in marketing because they are already crowd funding, crowdmaking products, crowd-sharing products. This means that
marketers need to encourage the crowd to fund products,
like Uhaul Investors Club, tap the crowd to design products
like Quirky and GE, and how Ford is giving discounts to Uber
drivers spreading the brand experience. Jeremiah Owyang, Crowd Companies
If I were hiring a new marketer
tomorrow, the number one trait I would look for is
a passion for storytelling and using data to see
what stories connect with customers.
Allen Bonde, Actuate
The most underrated marketing trend
right now is what we call content sourcing
where we take existing client content and
get it out on other sites that target our
client's personas. This almost always results
in increased website visitors and increased
leads for clients.
Michael Lieberman, Square2Marketing
The businesses that do the best at breaking
through social media noise
are the ones that deliberately prioritize
content that oﬀers value to their followers
and potential customers.
Anne Mercogliano, Twitter
If I became CMO of a Fortune
500 company tomorrow, the ﬁrst
marketing tactics I’d get rid of
would be cold calling and
Lane Sutton, Speaker
If I could give marketers everywhere one
tip on evaluating and using marketing
analytics, it would be to make yourself
data-informed, but not exclusively datadriven because the power of serendipity
and of investing in unmeasurable
marketing can be incredible.
Rand Fishkin, Moz, @randﬁsh
The biggest misconception
that B2B marketers have is that
B2B does not work on social
media. But in fact, there is no
such thing as B2B or B2C, it’s
H2H (human to human) and
those conversations are
happening every day.
Lana Khavinson, LinkedIn
The four key ingredients to creating valuable content are:
Interviewing your buyers to ﬁnd out what makes them tick.
Researching the channels they frequent to ﬁnd
the “hot button” issues.
Thinking of new ways to solve those issues,
whether they involve your oﬀerings or not.
Visualizing the ﬁnal product, be it blog post,
ebook, video, or webinar and asking your
top talent to work together to create it.
John McTigue, Kuno Creative
In the larger social media landscape, Google+ is
probably the most ambiguous. It's interesting, as while
many marketers treat it as more of a chore right now,
you get the idea they're doing so with the idea that it'll
one day take oﬀ. I mean, it is Google after all. It's like
superstition. You may not believe that walking beneath
a ladder brings you bad luck, but you still don't do it.
Nobody wants to take that chance.
John Bonini, IMPACT Branding
Stop trying to be amazing,
and start being useful.
Jay Baer, Best-Selling Author & Keynote Speaker
Over the next year, I want to see more attention placed on technology
roadmaps in B2B marketing because historically marketers
have been reactive with respect to best practices and technology
investments. Marketing leaders are still guilty of making technology
decisions that solve the "ﬂavor of the week problem" in
marketing. With dozens of diﬀerent categories of marketing tools
that can solve your challenges, and more that seem to spring up
each year, it's critical organizations have a vision for the future state.
Ian Michiels, Gleanster
If I were hiring a new marketer tomorrow,
the number one trait I’d look for is the
ability to GSD*. It doesn’t matter if you
have 20 years of experience or are a recent
grad, the most valuable trait a marketer can
have at a fast-growing company is being
able to produce remarkable results.
*Get S%#& Done
Mike Volpe, HubSpot
Google+ is the American West - a new frontier.
There aren't many people out there yet and there's so much potential, but many of
the people out there are outlaws - marketers that aren't providing value and that
aren't truly inbound. They're shouting to get attention and page views and pushing
their messages on people in communities that aren't there to be marketed to.
Ben Wachtel, ElementThree
The four key ingredients to
creating valuable content are:
Shawn Fitzgerald, ThomasNet
NOW IT’S YOUR TURN!
Take a moment to tweet at HubSpot to
share how you would ﬁll in these blanks
and thank our experts for playing mad libs!