Sometimes marketers can be too nice, or too respectful, or honestly, just not bold enough to either go wild or just say no. After all, the primary goal of any marketing team is to serve the clients’ best interests, but what if what the client is asking you to do is wrong? Or just too vanilla? Sometimes, the answer is to have the courage to think outside the box.

“I love crazy ideas. The crazier the idea, the better. That’s where true marketing genius comes from is the crazy things where you go, ‘Well, what if we could… and then let’s figure out how we do it.’ So I always tell them, we live in a world today where there’s very little you can do besides posting something inappropriate on social media that can’t be taken back and that you can’t stop from a digital perspective. So you have a lot of flexibility to test out ideas, to come up with a concept, run with it and see if it works.”

Stephanie Cox has made a career in thinking outside of the traditional marketing constraints. What others might perceive as an obstacle, she tackles head on. She is a modern day marketer with a  no-holds-barred, just-get-it done mentality and she joined Marketing Trends to discuss her role of VP of Sales and Marketing at Lumavate, a company that is helping marketers create apps using low-code. On this episode, Stephanie details how Lumavate pivoted from a sales-led approach to one focused on product, and she gives out some tips and tricks for leveling up the customer journey, and how she flat out gets things done.

Main Takeaways

• It’s Not Technically Stealing: Imitation is the highest form of flattery. That’s why marketers that are looking to make the pivot to a product-led strategy should attempt to imitate companies within the space that are already successful. Don’t copy their strategy verbatim, but there is nothing wrong with understanding and using the building blocks that made their campaign successful and then ideate on top of that foundation based on the needs of your company.
• Be Bold, Folks: When it comes to digital marketing, there is no excuse for sticking to a conservative strategy. It’s very rare for marketers to not be able to pivot if something is not succeeding in a way you thought it could. Don’t be afraid to try new ideas to see if they work, because if they don’t, you can pivot at a moment’s notice.
• The Magic Number: Data is and remains the key to every marketer’s success strategy. If you take a bold leap, make sure your reasoning is rooted in what the numbers are suggesting. That way, if that leap doesn’t pan out, you have a logical explanation for why you attempted it.

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