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Edutainment, Lazy Marketing, and An Underrated Skill
In this post, I discuss one of my favorite topics: Edutainment, along with a lazy marketing example you should avoid, and an underrated marketing skill.
In this week's Fresh Salmon, I discuss one of my favorite topics: Edutainment, along with a lazy marketing example you should avoid, and an underrated marketing skill.
Since last week, 22 new subscribers have joined Fresh Salmon. Welcome to the community, everyone!
1) Edutainment
If you asked any B2B marketer, what were their main focus areas?
In every case, the answer will be the same - educate the target audience. In spite of this, most marketing is boring!
This is why entertainment is so important. Entertainment drives engagement.
Those companies that have the ability to combine education and entertainment will have a good chance at building a large audience.
Edutainment = Education + Entertainment.
Remember Snoop Dogg and Kevin Hart?
As part of Peacock TV's Olympics coverage, they did commentary. Entertainment at its finest!
As a result, Peacock TV subscribers increased. 📈
Make your content stand out with the media. Create brand affinity through episodic media content.
Take a media company approach to B2B marketing. Today, ProfitWell, HubSpot, Salesforce, Terminus, etc., all have media divisions.
The era of Edutainment is already here. Companies that will get this right will build large audiences and grow faster.
If you want to transform your B2B marketing to a media-first approach, please read this post here.
2) Please Do Not Do This
I loathe LAZY Marketing. It is such a turn-off 😞
The buyer experience is really ruined by it. Let's be a little considerate.
Shall we?
So, this is what happened...
I'm on the email list of a company, let's call them: Bobby's.
Earlier this week, Bobby's sent me a marketing email with a link to download an ebook. That made me so happy.
I clicked the download link in the email, but . . .They then asked for my email again on the landing page...WHY???
It makes no sense at all. I'm already on their mailing list. To download the pdf, why do I have to enter my email address again?
Don't forget: Buyer Experience Matters!!
3) An Underrated Skill
If you are in Sales or Marketing, there is one skill that will help you advance quickly!
That skill is - Forecasting.
Today, almost every decision we make is based on a forecast. Making sound predictions about trends and demand is no longer an option, but a necessity.
It is the ability to predict the outcome of your work that makes forecasting so powerful.
An example would be - in order for an AE to meet their quota, an SDR can forecast the number of meetings booked and completed in a month based on outreach activities.
It is everyone's responsibility to build forecasts for their work, not just their managers. Getting results is more likely to be successful when you understand what you are doing.
The ability to forecast is often seen as a simple exercise in Excel, but in reality, it's how you get what you want, and then putting the numbers on the spreadsheet.
In other words, it is the simplified version of "How" converted into a mathematical formula.
This is an excellent way to dig deeper and gain a more in-depth understanding of how each variable affects the outcome. By analyzing those variables, you are often able to determine the risks associated with the desired outcome.
By mitigating those risks and closing assumptions gaps, realistic projections can be created.
The most accurate forecasts are based on the highest level of confidence in how the variables will come together.
In these difficult economic times, forecasting skills are more important than ever. In order to place your bets correctly, you need to model possible scenarios.
Interesting Thing That I Read Last Week
Getting good SEO results takes time. Nevertheless, you can begin with social media tomorrow.
The key to social media content strategy is - pick a channel where it is easiest for you to get in front of your target audience.
Others may prefer a different channel to you, and vice versa. There is no one-size-fits-all solution.
I would like to mention that Devin Reed is an awesome content strategist. You can follow him on LinkedIn.
Tweet That I Noticed Last Week
I found this great little Twitter thread on the differences between a CMO, VP of Marketing, and Head of Marketing -
Meme of The Week
What Do You Think?
This concludes today’s edition of Fresh Salmon.
I would like to hear what you thought of today's newsletter.
Cheers,
Vivek
PS. I love you ❤️