$137.8B U.S. ad spend for top 200 advertisers
At times I can get so caught up in work―my message, my pipeline, etc.―that I neglect to take in the forest for the trees. (Or I suppose, if I don't want to mix my metaphors, "neglecting the horticultural garden for the Honey Perfume Floribunda," but that's going just a tad too far, wouldn't you say?)
The point is that b-to-b marketing is very reliant on others; our jobs must be done in concert with a host of others, including database specialists and creative agencies and event teams and media gurus and tele-organizations and editors and on and on.
At this time I wish to extend a heartfelt thank you to all who work to make my marketing work.
In the old days, it mattered whether our brochure went out on glossy card stock or newsprint. Today of course, the medium and channel are far more technical and vast, and the stakes can be much higher. Look at infrastructure for example. If someone in Omaha is viewing a demo of our enterprise software solution online over antiquated, service-provider equipment, and the Mongolian Buffet down the street has a power surge … yikes! Suddenly our software looks like a dud. So you see, we're all connected in infinite ways; it sounds a little cosmic yet it's an inescapable truth.
The trick is to develop this into action instead of platitude. Call a coworker today and tell him how much you appreciate his efforts. (Side note: English is a masculine language and it's just too awkward to keep saying "he or she.") Ask a colleague what his pain points are; you may be able help if only by connecting him with someone else. A simple thank-you can make a difference in the big picture.
Think of this as the "Marketing of You." What does it say about you when you take the time to acknowledge the effort of others?
My husband and I tell our son that there are two types of behavior, constructive and destructive. Occasionally it's hard to separate the two, but it's usually obvious. I don't know why people blow up bombs or tear down other people's products or ideas, but we can negate all of that with a positive force.
I'm enormously grateful for all of the interconnected people who make my marketing work. Thank you. Contact me anytime if you need help.