A Brave New World

A New Ecosystem Is Being Born

The world is constantly changing and the old industrial way of working isn't going to cut it in the 21st Century, here is how business will start to shift.

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New Technologies Will Make Things Better

It seems, in the last few years we saw a wave of MarTech come into existence. Everything from AI content writing tools like OpenAI, Synthesia, and Murf to content management systems, better ways of identifying prospects, their intent, and what grabs their attention, every aspect of marketing seems to have software behind it now.

Moving Faster & Smarter

With all the added MarTech, the old days of manually creating, distributing, and measuring marketing strategies are becoming a way of the past.

If you still find yourself using old processes and ways of working, you are most likely going to be left behind and will not be able to keep up with the machines of the modern-day marketer who uses technology to scale and automate a majority of the buyer's journey and understand every interaction so they can stop running the strategies that aren't working and scale the ones that are.

Taking it one step further, a lot of SaaS brands are becoming product-led where most of the customer's engagement doesn't involve a single person, they may be assigned a customer success manager post-sale but the initial sale is all marketing. All this is possible because of advances in technology.

Brand & Marketing Vertical Alignment

Another big shift that will be happening is adapting your marketing strategies for the different buyer functions, verticals, and categories you serve.

Some SaaS brands are trying to serve specific industries and narrow their efforts so that their software focuses on solving a particular problem for a particular user, then delivering stellar experiences because they understand all the ins and outs of those they serve.

For those who want to focus on multiple industries, you will see a continual rise of personalization using websites like RightMessage and Mutiny as well as chatbots with messaging personalized to the buyer persona, brand, or prospect currently engaging on the website, it's gonna get somewhat creepy.

Interal Communications & Alignment

Another big win that needs to happen is the breaking down of the silos. Marketing, sales, and customer service all need to be working together in unison so that:

• Marketing needs to understand lead quality and the problems prospects/customers are talking about
• Sales need to understand the current campaigns being run and how to handle the different conversations for the different types of leads being generated
• Customer success needs to share the results they generate with customers so that marketing can share those wins with potential prospects

These three areas of your brand need to work like a flywheel, all sharing and giving feedback about what each department is doing, planning, and seeing as a result.

The Extension Of "Me User Experience"

Consumers are becoming extremely particular with the brands they engage with, thanks to brands like Apple. Most consumers now look at the brands they choose to engage with as an extension of who they are personally, so you need to be clear on your brand archetype and ensure it matches the type of person you want to attract.

Creating clean systems, processes, and marketing & sales strategies encourages not only your customers, but also influencers, to share your brand on social media and with their colleagues, friends, and followers.

Personal & Branding Personalities

We will also continue to see a rise in active CEO roles and personal branding where employees and staff share their personal experiences with the brand with those who follow them. Two great examples of this are ChilliPiper with their LinkedIn takeovers and Gary Vaynerchuk, who hasn't seen him on social media?

Concluding Thoughts About The Brave New World

Although it is sometimes hard to keep up with technology, while at the same time, you don't want to have shiny new toy syndrome, we do need to recognize the world is changing, and quickly.

Those that are going to win, are the ones that can adapt quickly, are willing to experiment with different strategies, and have the systems in place in the background to measure what is and what isn't working.

Are you prepared?

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