It’s the time of the year when B2B practitioners assess their past initiatives and create New Year's resolutions to better their marketing efforts. This collection of personal and professional resolutions from industry experts at companies such as Google, Oracle and LinkedIn aims to highlight the plethora of trends and tactics B2B practitioners are planning to focus on in 2019.
I’d like to be more intentional with my time and energy in 2019. Investing in people and experiences that make me feel like I have more to give to others. If you haven’t read “The Four Agreements” by Don Miguel Ruiz, I’d highly recommend it. It’s packed with Toltec wisdom, including the four agreements to living a better life: be impeccable with your word, don’t take anything personally, don’t make assumptions (ask more questions), and always do your best.
I’m going to focus on doing fewer things better and execute fewer, higher impact projects better. We’re all busy in marketing, but if we’re not busy doing the right things, our energy is wasted.
As a content marketer, I’ll launch a campaign and move on to the next very quickly. On my team, we’re resolving to let our content breathe a bit more. There’s no prize for hitting publish and it’s unrealistic to think that just because we published something once in one content format means that our entire audience has seen it. Your audience is likely pretty diverse and has a variety of different content consumption preferences. The same person who prefers a 60-second video might not want the 50-page E-book and vice versa.
In 2019, my team is going to focus on spending roughly 20% our time creating content and 80% of our time strategically distributing it. We’ll keep a close eye on what’s working and what’s not so we can optimize campaigns in real time.
The marketing landscape is ever-evolving and if you want to keep pace with what’s top of mind for the best and brightest in B2B, you should attend. Plan to be inspired, entertained and come home with tangible takeaways for you and your team.
