6 Trends in 2013 for Building Product Marketers, Part 4

20 Dec

Navigate the channel with these 2013 trends

Empower Your Marketing Department

Throughout the week I’ve discussed 6 Trends to look for in 2013 (read trends 1 and 2, trends 3 and 4, trend 5 here) and I’m here to discuss trend 6 – empowering your marketing department in the new year. Investing time and money into employee training allows your marketing team to take the knowledge and apply it to their work and your business.

Trend 6 – Empower Your Marketing Department

Marketing budgets in the past have been focused on understanding the target audience rather than each individual in the segment. In 2013, it is predicted more time will be spent on understanding each customer in order to provide a personalized message like mentioned in Part 2. It’s important for you and your staff as building product marketers to take advantage of the new technologies available from analytics to social media to utilizing new trends like mobile marketing. Consider the following marketing roles to incorporate into your marketing strategy in 2013:

  • Educate the buyer in every step of the buying process – Create messaging for each step in the sales funnel and develop a strategy to reach prospects and customers.
  • Create a social strategy – Utilizing a social strategy that connects your customers and you’re your brand message to help build your social audience.
  • Invest time and money for training and knowledge – Allow your employees the opportunity to learn about the latest technology via webinars, podcasts, networking events, and conferences.

Recap: 2013 Trends

With the new year approaching, it’s important to make marketing resolutions that will make an impact in 2013. I will review the 6 trends you should consider:

  • Trend 1 – Use actionable data
  • Trend 2 – Listen to your customer
  • Trend 3 – Personalize your message
  • Trend 4 – Create a mobile-friendly experience
  • Trend 5 – Join the social conversation
  • Trend 6 – Empower your marketing department

While not all six trends may be possible for your company to implement at this time, try to incorporate each tactic, over the next year. If you have a larger marketing department, consider splitting roles between different positions. Buyer preferences have been changing and that will be evident in 2013. It is time to update your marketing strategy to fit with the social channel as discussed in Part 3, rise in mobile devices and tablets, and your customer as an individual.

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