Marketers and Creatives Need to Think Like Each Other

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As marketing becomes more data-driven many of us have a tendency to ignore the creative side of things. Marketers come to the table with creative requests already decided and are merely looking for an execution plan. But creatives shun the analytics and want to solve a marketing problem with the big idea that they’re sure will resonate with the audience. Learn how to improve collaboration between marketers and creatives by thinking more like the other.

Marketing

@JeffreyLCohen #bothsidesmktg
Analytical Brain
Left Side
• Analytical functions
• Controls the right side of
the body
• Detail-oriented

@JeffreyLCohen #bothsidesmktg
Creative Brain
Right Side
• Creative functions
• Controls the left side of
the body
• Big picture

@JeffreyLCohen #bothsidesmktg
Differing Perspectives
• Business vs Personal
• Results vs Experience
• Structured vs Organic
• Standardized vs Stand-out
• What we can’t vs What can we?

@JeffreyLCohen #bothsidesmktg
Changing Landscape
• More competitors
• Smarter customers
• Fewer resources

@JeffreyLCohen #bothsidesmktg
Boring Marketing
82% of buyers
wish B2B marketing
had the creativity of B2C
Source: WHM and Propeller Insights

@JeffreyLCohen #bothsidesmktg
In a Lonely Place
• Smaller teams
• Siloed functions
• Outsourced collaborators
• More accountable for results

@JeffreyLCohen #bothsidesmktg
Analytical Process
• Strategy: What?
• Goals: How much?
• Audience: Who?
• Message: What to say?
• Action: What to do?
• Measurement: Met goal?

@JeffreyLCohen #bothsidesmktg
Creative Process
• Shrouded in mystery
• Feel
• Images
• Coffee

@JeffreyLCohen #bothsidesmktg
Creative Process
• Problem to be solved
• Experience
• Inspiration
• Connections
• Iterative Process

@JeffreyLCohen #bothsidesmktg
Collaboration
• Trusting relationship
• Marketers know the
customer better
• Creatives know tactics and
solutions better
• Break it all down together
•

@JeffreyLCohen #bothsidesmktg
Switching Sides
What happens when marketers
and creatives think like each
other?

@JeffreyLCohen #bothsidesmktg
Now for the How
• Kick-offs become active
rather than passive
• Preparation required

@JeffreyLCohen #bothsidesmktg
Power of 3
• Expand ideas beyond ﬁrst
thought
• Balance between too much
and not enough
• Provides real choice
• “3 is a magic number”

@JeffreyLCohen #bothsidesmktg
What is a Story?
• Setup
• Build
• Payoff

@JeffreyLCohen #bothsidesmktg
Power of 3 Examples
Marketer Activities
•3 customer emotions
•3 potential rewards
•3 functions
Creative Activities
•3 customer attributes
•3 possible risks
•3 forms

@JeffreyLCohen #bothsidesmktg
It is Story Time
•Write 3 sentence stories about:
•a speciﬁc customer with a need
•a product
•a new world

@JeffreyLCohen #bothsidesmktg
Power of 3 Examples
•3 campaign keywords
•3 catchy headlines or email subject lines
•3 examples of successful results

@JeffreyLCohen #bothsidesmktg
Marketer Success
• Deeper emotional
involvement in campaign
• Better collaborator
• Better sense of the how

@JeffreyLCohen #bothsidesmktg
Creative Success
• Better understanding of
marketing strategy details
• Better sense of the why
• More integral to campaign

@JeffreyLCohen #bothsidesmktg
The Long Road
“Great things are not done by
impulse, but a series of small
things brought together.”
- Vincent Van Gogh

@JeffreyLCohen #bothsidesmktg
Don’t Just Sit There
Want to learn more?
Tweet me:
@JeffreyLCohen

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1. Jeffrey L. Cohen | @JeffreyLCohen | #bothsidesmktg Marketers and Creatives Need to Think Like Each Other to Create Better Marketing

2. @JeffreyLCohen #bothsidesmktg Analytical Brain Left Side • Analytical functions • Controls the right side of the body • Detail-oriented

3. @JeffreyLCohen #bothsidesmktg Creative Brain Right Side • Creative functions • Controls the left side of the body • Big picture

4. @JeffreyLCohen #bothsidesmktg Differing Perspectives • Business vs Personal • Results vs Experience • Structured vs Organic • Standardized vs Stand-out • What we can’t vs What can we?

5. @JeffreyLCohen #bothsidesmktg Changing Landscape • More competitors • Smarter customers • Fewer resources

6. @JeffreyLCohen #bothsidesmktg Boring Marketing 82% of buyers wish B2B marketing had the creativity of B2C Source: WHM and Propeller Insights

7. @JeffreyLCohen #bothsidesmktg In a Lonely Place • Smaller teams • Siloed functions • Outsourced collaborators • More accountable for results

8. @JeffreyLCohen #bothsidesmktg Analytical Process • Strategy: What? • Goals: How much? • Audience: Who? • Message: What to say? • Action: What to do? • Measurement: Met goal?

9. @JeffreyLCohen #bothsidesmktg Creative Process • Shrouded in mystery • Feel • Images • Coffee

10. @JeffreyLCohen #bothsidesmktg Creative Process • Problem to be solved • Experience • Inspiration • Connections • Iterative Process

11. @JeffreyLCohen #bothsidesmktg Collaboration • Trusting relationship • Marketers know the customer better • Creatives know tactics and solutions better • Break it all down together •

12. @JeffreyLCohen #bothsidesmktg Switching Sides What happens when marketers and creatives think like each other?

13. @JeffreyLCohen #bothsidesmktg Now for the How • Kick-offs become active rather than passive • Preparation required

14. @JeffreyLCohen #bothsidesmktg Power of 3 • Expand ideas beyond ﬁrst thought • Balance between too much and not enough • Provides real choice • “3 is a magic number”

15. @JeffreyLCohen #bothsidesmktg What is a Story? • Setup • Build • Payoff

16. @JeffreyLCohen #bothsidesmktg Power of 3 Examples Marketer Activities •3 customer emotions •3 potential rewards •3 functions Creative Activities •3 customer attributes •3 possible risks •3 forms

17. @JeffreyLCohen #bothsidesmktg It is Story Time •Write 3 sentence stories about: •a speciﬁc customer with a need •a product •a new world

18. @JeffreyLCohen #bothsidesmktg Power of 3 Examples •3 campaign keywords •3 catchy headlines or email subject lines •3 examples of successful results

19. @JeffreyLCohen #bothsidesmktg Marketer Success • Deeper emotional involvement in campaign • Better collaborator • Better sense of the how

20. @JeffreyLCohen #bothsidesmktg Creative Success • Better understanding of marketing strategy details • Better sense of the why • More integral to campaign

21. @JeffreyLCohen #bothsidesmktg The Long Road “Great things are not done by impulse, but a series of small things brought together.” - Vincent Van Gogh

22. @JeffreyLCohen #bothsidesmktg Don’t Just Sit There Want to learn more? Tweet me: @JeffreyLCohen

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