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Andy Slipher @Andy_Slipher

marketing strategist at SLIPHER · CMO · past pres. @the_DSVC · speaker · planner · #TheBigHow author · I make organizations better marketers · [SLY-fur]

Joined April 2011
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Andy Slipher@Andy_Slipher
19 Jul 2018
#strategy: Strategy answers the biggest "How?" you can ask. It's not the most important thing, but it can still make or break your efforts. Fail less. Get there faster. My full approach, which is longer than a tweet: ow.ly/lree30l1AQJ

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#strategy: It's the first ingredient in your marketing. Stop grasping for tactics. There are plenty and they will always be there when you need them. However, know where you're going and what success looks like, first.
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#marketing: How integrated is your sales and marketing? Do you have a collective strategy, objectives, and tactics? What about your top, middle, and bottom of funnel techniques? Need help? Let's talk.
#strategy: If you won't get your strategy in writing, you might as well not even have one. You're not committing. Ask yourself why.
#marketing: Even I hire marketing consultants for my own business. I never pretend to have all the answers. Perspective and new learning keep me relevant and on-target with my own goals and objectives. Learn to always learn from others.
#marketing: There's perfect and then there's good enough. I realize this is still subjective to some extent. However, when it meets the standard of experts in your tribe and checks off the major boxes, it's time to accept and move on. This is about progress, not perfection.
#strategy: How is your strategy evolving post-COVID? I'm making the assumption that you have a post-COVID strategy, but COVID was the episodic break for a major strategic update (or even break). From there, it should evolve.
#marketing: I talked about awareness before being a low bar. Equally low (and often unattainable) is attitudinal influence. Get them to act. Don't worry about changing long-term attitudes before you get them to change a simple behavior.
#marketing: Awareness is a low bar and a poor excuse for anything that ends in a sale. Ultimately, you must move behavior.
#strategy: If you're still operating under a pre-pandemic approach without having adjusted things in writing, you're only hurting yourself.
#marketing: What I'm learning more and more is that there's a significant amount of nuance that some don't see in their approach or others. Two very similar messages using the same media can still produce significantly different results. It's not just what you say, it's also how.
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#marketing: Everyone's scrambling, post-pandemic, to adjust. Too much focus on tactics, and not enough on the basics — who is your customer? What is going to help her or him now? Start there.
#strategy: What we're seeing play out in terms of the COVID vaccine execution is the lack of an integrated strategy. Simple as that.
#marketing: B2B? If you haven't already, it's time to begin thinking in terms of the customer journey and experience (post-COVID). Mold your people and processes to accommodate the customer, and not the other way around. Think account-based marketing.
#marketing: Odds are your internal timeline moves a lot faster than your customers' perceptions. Slow down and be consistent in your marketing activities. Give efforts a chance to build and take hold.
#strategy: It's the answer to "How?" It may not be sexy or even fun, but when it's good, it works.
#marketing: How are you using opportunities with your best clients to bring in more business? Not sure how to make that happen? Need ideas or guidance? Let's talk.
#marketing: Who are your stakeholders? What are you doing to influence them? How can you leverage their support to improve your marketing impact and outcomes? Let's talk.
#strategy: Platitudes and visions, although they may inspire, don't answer "How?" Good strategy always does.
#marketing: Awareness isn't enough. It scratches the surface; but if you make it your primary objective you won't get very far.
#marketing: Convenience is not an optional benefit anymore. It must be a table stakes consideration; that being, not if, but how we demonstrate and deliver on convenience in some aspect of what we do.
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