Pay attention to those who learn out-loud
My friend Chuck always wrote a blog post or YouTube tutorial after he solved a problem with a software tool. “Why I chose X”, or, “How I made Z connect to Y”.
Most companies didn't notice. Or if they did, they saw Chuck as some random guy among the thousands who happened to use their product. Maybe they liked his Tweet. A nice bit of free marketing.
The better companies would share it, tag him, personally email him thanks, or even ask if they could republish or feature it in their help centers, blog, or newsletter. They immediately saw him as a member of their ecosystem - a partner, even if not a formal one, and welcomed and celebrated him.
Chuck does some freelance. How many clients will he tell to use that tech? He’s a small-time blogger, podcaster, and the go-to guy among his friends for software solutions too. What tools will he think fondly of?
He also works in companies that use tools and talks to others who do. In fact, he ended up getting hired by one of the companies whose product he frequently blogged about. He went from customer to team member because they noticed.
Don't ignore the Chucks. Look for the Chucks. Make them stars. They are your secret weapon and the key to a strong ecosystem.
Is B2B marketing too reliant on tech?
Starting with the assumption that any plan must fit within your current tech stack may be limiting your imagination.
He ends the post with,
"Go back and speak with your customers
Re-imagine your marketing plan with low tech
Re-set away from the limitations of the MarTech
More tech is rarely the answer. Better strategy is."
This kind of reminds me of the convo from last week about partner portals.
Is the need to cram things into partnership software limiting your strategic thinking?
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