Marketers have a lot to learn from past musical greats.
Cue the music and take a moment to think of the elite musicians that carved the way for future artists to follow: Jazz legends, like Louis Armstrong or Miles Davis, expressed themselves creatively and took risks to connect with their audience to construct a memorable experience. On the other hand, classical musicians, like Johann Sebastian Bach or Antonio Vivaldi, focused more on logic and the mathematical process of their music to ensure each note was precise.
Today’s CMOs can learn a lot from these well-known musicians. In the ever-changing, growing world of marketing, "marketing conductors" must focus on countless areas to stay one step ahead of their competition. Gone are the days of simple marketing campaigns; marketers are now faced with complex obstacles to tackle each day.
While both jazz and classical approaches can garner positive results, the key to success is in adopting a holistic approach to building marketing strategies. By mixing the brilliance of both jazz’s creativity and classical’s precision, CMOs can conduct their organizations to run effectively, smoothly, and successfully. That’s music to everyone’s ears.
Jazz: Creativity Builds Connections
Creativity allows marketers to be innovative, to build and develop breakthrough ideas that will improve marketing campaigns and products across the board. It requires CMOs and their teams to take risks, focus on relationship building, the customer journey, and the strong connections made with prospects and clients. Here’s how creative CMOs can guide their teams to success:
Connect emotionally: It’s human nature to strive for an emotional connection, and for buyers and customers, it’s no different. CMOs should lead their teams to connect with prospects on a deep emotional level, thus leaving the customer with a memorable experience that they will want to share with others. This is especially important for B2B marketers, as the customer journey has become a vital part of the sales and marketing process.
Understand they must fail before they succeed: Marketers often feel defeated if a specific campaign or idea does not succeed the first time. The best CMOs will help their marketers realize that, while there is no set formula for success, experimenting to discover the right path–which likely includes a handful of failed attempts–is all part of the process. Remember, even music greats like Miles Davis had to start somewhere. Marketers that have the courage to learn by taking risks will likely be rewarded handsomely.
Create breakthrough products: Recognize that disruptive innovations in industries always come eventually. CMOs should be ready to disrupt their own business models and products before new entrants or competitors do. Helping customers get their jobs done more easily, more conveniently, or at lower costs will ensure their firms remain viable as industries change.
Continuously engage with customers: Once a sale closes, the customer’s journey is just beginning. CMOs that stress the importance of long-term customer relationships will lead their teams to drive superior customer experience and satisfaction. Discovering new and innovative ways to help customers with better products or services will enhance long-term customer loyalty, retention, cross-sell, and upsell.
Classical: A Path Of Precision
On the other hand, precision and analytics enhances marketing efficiency, allowing marketers to focus on measurable results on company value and the bottom line. It requires CMOs and their teams to continuously improve and is possible with the help of data analytics and process management approaches. CMOs that master precision can direct their teams to:
Engage analytics to turn big data into smart data: CMOs that guide their teams to observe customer behaviors and analyze buyer patterns will achieve more accurate messaging and targeted content to the right personas supporting the education, solution, and selection phases of the buyer’s journey.
Relevant data dashboards: Tracking relevant data is a vital aspect of precision marketing. By implementing an impact-focused dashboard process and cadence, CMOs can help their teams discover ways to continuously improve overall business performance, revenue, and profitability that will be appreciated by the C-suite.
Leverage new technologies: Technologies can accelerate process improvements and productivity and are essential for high-performance marketing today. Some key areas include accelerating the demand waterfall to convert leads to revenue, serving up the right content at the right time to support sales, and the different stages of the buyer’s and customer’s journey, or nurture flows.
Relate cause to effect: Using statistical techniques, such as multivariate analysis, CMOs can help their teams enable better, automated lead qualification and improve the marketing mix by understanding which tactics and journey combinations drive success. By deploying these techniques, marketers can have a better understanding of why certain deals were won or lost, improving the process for future sales.
What Type of Conductor Are You?
While one approach is no better than the other, CMOs that implement both jazz and classical conductor qualities–creativity and precision–into their marketing strategies will reap the benefits of a balanced and holistic approach. With a blend of innovation and creativity, as well as data analytics and process management, marketers can efficiently operate while staying ahead of the curve.
Louis Armstrong said it best: What a wonderful world–of marketing, that is–after all.