How To Market Your Marketing To Marketers [New Research]

You can’t kid a kidder, but you can market to a marketer (with this advice). [View Message in Browser]( / [Add Us to Safe Sender List]( WEEKLY NEWS 6.21.24 WEEKLY NEWS 6.21.24   FEATURED [Speak Up, Stand Out? 7 Authentic Ways Your Brand Can Take a Stand on Social Issues]( By Ahava Leibtag In a polarized world, your brand needs a strategy to decide when to speak up. It starts with knowing what matters to the company and (usually) your audience. Use these seven scenarios and real-life examples to make your plans. [Read more](  READ OR LISTEN TO MORE STORIES FROM THIS WEEK: [How To Market Your Marketing to Marketers [New Research]]( by Robert Rose Marketers are a tough crowd. On one hand, they appreciate brands that offer extensive thought leadership. On the other hand, they know every content and marketing tactic in the book. New research offers insights (and a peek inside your peers’ opinions). [Did Cannes Lions Awards Just Say Content Beats Advertising?]( by Content Marketing Institute Team Content stole the spotlight at the Cannes Lions this week. Several award-winning campaigns focused on emotional storytelling rather than traditional advertising. Is this shakeup a genuine shift in content’s role? [ICYMI: How TSA Pulls Off Funny Social Content About Serious Business]( by Ann Gynn The U.S. Transportation Security Administration is serious business, but its social media team doesn’t see why they can’t have fun with that. Go behind the scenes to see how they attract millions who probably expected boring posts. [ICYMI: What Every B2B Brand Should Know About Influencer Marketing (Pricing Included)]( by Dennis Shiao Businesses are the most trusted entity today. Adding B2B influencer marketing to your owned media strategy can boost that advantage. Learn the benefits, influencer types, estimated pricing, and how to get started today.  A NOTE FROM ROBERT ROSE Mission impossible? A mentor of mine used to drill the following into my head: “You are not your target market.” He meant that it doesn’t matter if you think the headline is great, the ad design is impressive, or the copy is sublime. It only matters what the customer thinks. As he would say, “Our job is to make marketing that our customers will find interesting, engaging, and persuasive. It doesn’t matter if you feel the same.” You are not your customer. Except, of course, when you are. Many B2B marketers focus on marketing products and services to other marketing professionals. And marketing to marketers is one of the more challenging assignments to take on — especially in today’s digital marketplace. Capturing any buyer’s attention and trust is difficult these days. But marketers are savvier — and more cynical — than most. That’s because they’ve seen (and probably used) every kind of trick anyone can pull out of their hat. So, what works when marketing to marketers these days? Earlier this year, CMI asked more than 300 marketers about the content they value, the channels they use to learn about solutions, and the reasons why they ultimately choose a particular solution to work with. I wasn’t surprised by most of the results. But how meta is that? Of course, I’m not surprised by the results. I’m part of the results. And, as it turns out, marketers aren’t all that different from other business buyers. But the bar for quality, helpful content may be higher than with other business buyers. Savvy marketers can sniff out a pitch a mile away. They understand that when they give their email address in exchange for an e-book, they’ll likely end up in a never-ending drip campaign. They’re not fooled when you show screenshots of your product and talk about the best practices for products your company happens to sell. So, if you market to marketers, what can you do? In [Rose-Colored Glasses this week]( I share some of the most interesting findings — including some that did surprise me — and my take on what to do about it. Which of the findings surprised you? Do the findings reflect your feelings and preferences? [I’d love to hear your thoughts](mailto:robert@contentadvisory.net?subject=CMI%20content%20feedback%20%E2%80%94%20You%20are%20the%20target%20audience&elqTrackId=96DCE4F0342C83D8DBF74575B6B3B29C). Remember, it’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.  A WORD FROM ONE OF OUR SPONSORS Don’t Miss Out on Valuable Marketing Insights! [Virtual Event] Want to create and deliver content that drives conversions? Register for Content & Beyond, a free virtual event with best-in-class marketing experts who will share strategies to improve your storytelling. [Register now »]( MORE FROM CMI Final Day for Certification Savings Summer is here, and so is your chance to elevate your marketing skills! Enroll today, June 21, by 11:59 p.m. ET to take advantage of the discounted [CMI x AMA Content Marketing Certification]( and embark on a journey of discovery and professional growth. Use code EXPLORE20 to save 20% and start your summer with content marketing mastery! [Enroll now »](  Next Week’s Livestream: Can We Really "Measure" Marketing Anymore? Year after year, our research shows that measurement is a top challenge for marketers. With all the new AI technology as well as changes in cookie tracking, search, and social media, it’s about to get even harder. Join CMI’s Amanda Subler and Joseph "JK" Kalinowski on Tuesday, June 25, at 2 p.m. ET for an all-new Live With CMI. They’ll sit down with the one and only Rand Fishkin, co-founder of SparkToro, to chat about the challenges marketers face when it comes to measurement and why it may be harder, but not impossible. [Tune in here »](  Was this email forwarded to you? Please [subscribe here.]( To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]