In 2011 I was running content marketing at a software company in Burbank CA.
There was a good Mexican place down the street, a notable Armenian café around the corner, and the foothills of the San Gabriel Mountains rolling down to meet the road behind the office. Coyotes would hang around the parking lot at dusk.
The place itself was meh—an 80s building with a depressing façade and joyless cubicles inside. Mostly beige from what I remember, open and light, but every bit as bleak as a brown Caprice Classic. My favorite memories of that place are the people I worked with and the enormous pine trees I could see out back, over the maze of cubicle walls.
Another memory that stands out is a bit of advice from my boss. I’m pretty sure he meant well, but I remember driving home that day wondering where I really fit in. It was simply this: “Robin, you’re creative. You need to stop tinkering. Just focus on writing and quit all this tinkering.”
Even though this was only 6 years ago, it was relatively early days for marketing automation and inbound. Marketo was still a shiny new toy—and holy crap! I couldn’t stop tinkering.
His point was that I was hired to produce compelling content—to tell stories, craft narrative, and connect with IT dudes who might care about storage virtualization and I/O optimization. Yet there I was messing around in Marketo, running A/B tests, and trying to figure out if leads were converting to opps, and if opps were turning into deals.
Why? Because no one creates content for the sake of creating content. Plus I’m a curious person.
My content was part of email campaigns, paid social campaigns, Google search and display—my content lived behind landing pages that had to convert for lead gen. My content served the top of the funnel, the middle of the funnel, and armed Sales with material to slay the competition and win business. My content was actually like that Run DMC song about Adidas (in my own mind anyway).
But seriously, even though this was only 6 years ago, it was relatively early days for marketing automation and inbound. Marketo was still a shiny new toy—and holy crap! I couldn’t stop tinkering.
To me—like so many of us—there was nothing more satisfying than not only creating the content itself, but also setting up a campaign, sending it out into the world and measuring what came back.
Here were the tools that made it all possible.
Sure, I’m creative, but I’m also a B2B marketer. What’s the point of all this creativity if I have no idea if my shit is effective? I still live in the real world of leads, opps, conversion, pipeline and revenue.
In fact nerdy unicorns who possess that rare mix of creativity, analytical thinking, and operations chops are replacing the old guard—the CMOs who focus on corporate communications, brand, and PR.
Anyway, fast forward to present time. These days I focus less on content creation and more on demand gen, ABM, and funnel optimization. I spend crazy hours bouncing from Marketo to Salesforce to Google Analytics to Excel, piecing together data and trying to answer some of marketing’s most basic (yet still very tough to unpack) questions: What the hell is working? What’s not? How should I allocate my marketing dollars over the next 4 quarters?
Sure. I wish it were easier to untangle the metrics behind multi-channel B2B marketing. Yep, I sometimes wish I could go back to focusing more on the creative side.
But here’s the greatest thing about marketing in 2017: it’s not a matter of one or the other anymore. In fact, nerdy unicorns who possess that rare mix of creativity, analytical thinking, and operations chops are replacing the old guard—the CMOs who focus on corporate communications, brand, and PR.
While I appreciate the advice and the nod to my talent, I’d rather apply data to my creativity, and use every tool in the toolbox to help marketing teams hit goals and drive revenue.
So If you need me, I’ll just be right over here. Tinkering.