R-I-Nse and repeat (dive into the full blogpost here: https://www.positivehuman.co/articles/rinse-repeat-framework)
That's how I'm thinking about B2B marketing now that it's clear everything is changing
There's a groundswell happening right under our feetIn a recent round of research I did, many B2B marketers told me that the channels and playbooks they previously relied on can no longer be trusted to deliver
There's more competition. The attribution is harder. And the ROI is more important than everEVERYTHING HAPPENS SO MUCHPlus, B2B marketers are being asked to do more with less all the timeSo here's how I'm thinking about changing the way I work:
Relate
⬇️
deate
⬇️
Narrate
The most meaningful path forward is to have a deep and insightful understanding of your market
To do that you have to RELATETaking that insight, you must IDEATE – come up with unique and novel campaigns that are not based on classic channel playbooks
This will feel uncomfortable for most but it emphasises why understanding your customer is so importantIt’s the only way to have an insurance policy from here on out
And then you have to accept that a lot of what you’ll make and the campaigns you run won’t be directly attributableBecause of that you have to build a coherent attribution NARRATIVE around your work that factors in qualitative and quantitative metrics
And you've gotta do this all over again, time after time, in rapid succession:
R-I-Nse and repeat
