I’m not a newbie. I’m not a millennial. Heck, I’m not even a Gen X-er or Y-er. I admit I had to go online to find the Top 15 Words and Phrases Millennials Use but No One Else Understands just to name this post. But I have the experience to do that. Look at the end result – you’re reading this.
This is happening in product management now as well. Take personas, people are changing words to explain how they are relevant. For example, the mantra now is “As a user, I am concerned about the task to accomplish the goal. And, as a buyer, I am concerned about the attitude that will change the behavior to achieve my goal.” This is not new. The words are the same as they have been since John Pruitt and Tamara Adlin brought the concept of a persona to the mainstream in 2006 through their book, The Persona Lifecycle. My own persona e-book, Flat Stanley Doesn’t Live Here, came out in 2012. The bottom line – you need to understand the buyers’ true motivation to having their problem solved, and exactly how the users will interact with the solution, for product success to be achieved.
The buzzword in marketing now is “content marketing.” Content marketing is type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services. This is not new. Companies that have spent time to understand a buyer’s journey, the steps a buyer takes towards a purchase decision, have been doing this for years. The journey addresses relevant information at each step along the path, information that will motivate the buyer to become more engaged and want more information, until that final step when you put the shared knowledge together with your solution.
Account-based marketing, also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. How is this new? Enterprises with effective sales organization have had sales and marketing teams partner to deliver relevant material to accounts for years.
Even the terms SEO, SEM and Inbound Marketing are just updated names for concepts that have been around for a long time. The very first HTML web sites allowed for keyword tags in the code that helped the search engines Dogpile and Netscape help raise your site to the top of the returned results list.
While the words are not new, the tools to accomplish the actions are. Marketing automation tools and ABM automation tools have been introduced to make the actions easier. But, you still need the abilities and skills. The tools enable but the strategy is still based on experience and knowledge.
So, I ask you, looking in from the outside, are you getting to the heart of what really matters?