One aspect of business that’s always fascinated me is the evolution of it.

And how things become redundant very quickly and we adapt and evolve.

Take this for example

Which evolved into this

And this

Got replaced with this

And these people

Got replaced with this

And these

You see I (and not just me) believe marketing has evolved (just like sales too).

Social-media has democratised the demand gen process and as a social media consultancy we see time and again how traditional marketing misinterpret what social is.

It’s not down to one person anymore to drive demand (if they ever really did in the first place).

It’s the entire organisations job. 

Across HR, Sales, Marketing (there’s that word again), Biz Dev, Rev Ops and the C suite.

By having a mixed and varied team of people all churning out content faster than the marketing team can keep up, you are building influence and audiences who WANT to be part of your Digital world.

See content needs to be contextual and adverting doesn't cut it anymore. It's too slow and not granular enough, with a very slow feedback loop.

But by overlapping our stories from your team into your prospects world, you’ll be surprised at how much faster those relationships build.

The rise of influencer marketing has evolved into your technical team, taking your engineers and c suite and making them technical influencers and thought leaders.

The latest Edelman and LinkedIn Trust and credibility report tell us (link below): 

"64% of buyers say that an organisation thought leadership content is a more trustworthy basis for assessing its capabilities and competency than its marketing materials and product sheets”.

A modern business has its leadership team at the forefront of it's social media activity.

This is Andrew Ferrier, he's Managing Director of Display Technology. The same job title, Managing Directors that I'm told time after time don't have time for social media.

Here's his first blog, not written by the marketing deaprtnent or even the social media team which you can see a mile off and people ignore, here is the MD of a company finding time and writing authentic content from his perspective.

Traditional marketing was predicated on broadcasting and now what we are doing is narrow casting to a range of different people at speed.

I honestly think we need a new term for marketing in a post covid, digital world. One that's more human led.

It’s truly an exciting time to be alive as a marketeer (can we stop using this word now), one where you can lead and direct this flow of information to suit the companies end goals more strategically than ever before.

One that puts you at the forefront of the digital and social media revolution.

But we first have to accept that change.

And the organisations who understand that marketing has evolved and is no longer one persons responsibility, but the entire teams, will WIN!