First, let’s be hon­est. Blogs are abun­dant. Blogs that teach me some­thing are not though, which is why I don’t read them. At least, not often.

If you are in my base camp here, as a time-crunched head of a dig­i­tal mar­ket­ing or mar­ket­ing sup­port staff, I know your time is valu­able. In exchange for the time you invest in read­ing this, I hope to reward you with use­ful strate­gies gained from my expe­ri­ence at Adobe.

What Mat­ters Most

Many things come to mind as I pon­der which obser­va­tions will deliver the most nour­ish­ing food for thought. It is best to start from a broad per­spec­tive that offers advice par­tic­u­larly use­ful for any­one with a prod­uct or ser­vice to sell, and par­tic­u­larly applic­a­ble to a dig­i­tal mar­ket­ing focus. Here’s my “bucket list” of the top three things that I wish every orga­ni­za­tion engaged in dig­i­tal mar­ket­ing would embrace to deliver the best from their mar­ket­ing teams:

1. Expense vs. Invest­ment. Treat­ing your dig­i­tal mar­ket­ing bud­get as an invest­ment, as opposed to an expense, is not only log­i­cal but also smart. Just as a hedge fund man­ager regards a mar­ket­ing port­fo­lio, mar­ket­ing is, or should be, per­ceived as a sales dri­ver and profit enabler, not a cost cen­ter. Solid mar­ket­ing teams see them­selves as inte­gral parts of an orga­ni­za­tion, respon­si­ble for deliv­er­ing sig­nif­i­cant prof­its. Solid num­bers from good ana­lyt­ics stand as proof. This is likely a sea change for many cor­po­rate cul­tures, but it’s a pos­i­tive one with impor­tant results: attri­bu­tion and accountability.

2. Get the King. In chess all strate­gies lead to one goal: Get the king. What’s your dig­i­tal mar­ket­ing goal? If it’s not an eagerly wait­ing synapse in your thought processes after that ver­bal cue, you’ve got work to do. Clearly defined, quan­tifi­able goals con­nected to strate­gies and backed by ana­lyt­ics arm dig­i­tal mar­ket­ing depart­ments with pow­er­ful tools that give credit where it is due.

3. Never Assume Any­thing. Things change. Some­times quickly. If some­thing is impor­tant enough to get your atten­tion, it is impor­tant enough to be val­i­dated. With data. With ana­lyt­ics. With 3D con­ver­sa­tions. A sim­ple fact check or addi­tional cal­cu­la­tion could draw the line between abun­dant suc­cess and mere survival.

Why it Matters

Work­ing with teams here on the Adobe Mar­ket­ing Cloud, we view all of our mar­ket­ing activ­i­ties as an invest­ment. We have devel­oped and imple­mented strong dig­i­tal mar­ket­ing solu­tions using our own tech­nol­ogy that have enabled us to see the big pic­ture, accu­rately, with­out dou­ble count­ing data across all mar­ket­ing channels.

The goal of all dig­i­tal mar­ket­ing should be to replace wish­ful think­ing with real num­bers that inter­pret com­plex sales cycles. Auditable, track­able attri­bu­tion that cap­tures the king is the key to bul­let­proof dig­i­tal mar­ket­ing strategy.