As 2020 comes to a close, there’s many reasons for hope and for optimism, even during these darkest times of the year. It’s like we’ve been walking around in a darkened forest feeling cold, lost and alone. But as with every new beginning, the light is starting to shine through the trees.
As I reflect on the first 10 weeks since launching In Partnership With, I’m overcome with gratitude.
To our 20+ guest expert contributors, our growing readership of thousands of marketers and for those who have leaned in with guidance, partnership and encouragement, thank you. This spirit of sharing, partnership and community-building inspires me for a better 2021 for all our families and friends.
We can finally start to look forward to recoveries, whether they be for health, happiness, social, financial and economic. So cheers to that!
You Can Make 2021 Brighter
How!? Well, here’s a good place to start. Thanks to the contributions of our guest experts, we have a map to start seeing the forest and not just the trees:
1. Support Opportunities for BIPOC
There are reasons to believe the positive social changes gaining momentum will continue. Julian Franklin’s article on how the addition of more Black, Indigenous and People of Colour (BIPOC) to marketing adds valuable perspective and representation was the most widely shared content since launch. Rightly so. I hope we continue this discussion in 2021. It will certainly be a topic in this platform.
2. Speak With Inspiration
The guidance received from masters of their craft continue to resonate with our readers. Ron Tite’s public speaking tips ring true now more than ever: “When you speak, there has to be an aspect of inspiration to be better, because people want to feel that.” Remember this tomorrow (and forever), as you communicate hope with friends, families and colleagues. Positivity can be contagious.
3. Develop Experiences & Relationships
We’re reminded now more than ever that experiences matter. This was demonstrated clearly with Wasserman’s focus on a much broader definition of branded engagement experiences (not just those that are live). Win in 2021 by investing in these experiences and connections, including internally. Stacey Cummings describes how strengthening relationships across B2B teams allows organizations to build trust and drive impact.
4. Make Your Customers Feel Safer
More broadly, CX or customer experience, is what matters now. Stephan Sigaud shares why CX brand authenticity is essential when planning is done by any team in your organization while John Bardawill discusses how to consider CX opportunities in any business since health and safety – as perceived by customers – is fundamental. Continue your CX journey – it’s never too late.
5. Ask The Right Questions
Your customer is changing so keep in touch with them. You’ll be rewarded with more loyalty. Elizabeth Hall’s advice shows how to make stronger connections with respondents and clients as this has never been more important. For those in the B2B marketing space, Raj Kuchibhatla’s wisdom about gaining insights-based clarity for your B2B decision-making needs is not to be missed.
6. Support Mental Health
Mental health challenges deprive many people of hope. This applies to your family, your team, your organization and across your country. Don Mayo shares the surprising facts on how a new mental health crisis is hiding in plain sight. Since mental health is often invisible, it’s easy to pay lip service to it but we know it’s harder to actually address it. We can – and will need to – change that as leaders.
7. Hope is Not a Plan… So Make One
No one saw COVID coming. But we had plans in place we thought we’d never have to use. Mitch Joel has been talking for years with the world’s largest companies about digital opportunities and thinking differently. It’s not an option for anyone anymore. And considering that the speed of change is increasing, Sean Moffitt explores why you need the talent, the process and the enablement to make it happen.
8. Invest in Your Development
The marketing profession is moving too fast for any of us to stay still. Bruce Powell advises to be strategic and map out your long term career path. Surprisingly, so few do. Equally troubling is the lack of up-skilling by many. Andrew Gartha describes how this is a time when people really have to invest in their future with training. Making this investment is the largest payoff you will likely ever experience.
9. Act With Purpose
Whether for your own leadership style or for your brand, purpose is increasingly important; people feel alone right now. James Fisher shares that purpose is a powerful way to unite people emotionally both on your team and with your customers. Plus, it drives the bottom line. Mark Rubinstein knows that doing well by doing good is possible. He believes in the power of purpose as a powerful force to create positive social change.
10. Be Authentic & Ethical
If COVID has taught us anything, it’s that we’re all real people. This is something to embrace with our teams and beyond. David Kaiser sees that consumers can sense a disingenuous brand from a mile away and are not looking to be sold to. So what can you do? Kelly Small understands that a great way for businesses to win is to make ethics your competitive edge. Celebrate it and make it the foundation of your brand.
So with that, it’s time to reconnect with family (yes, virtually, this season), celebrate our wins from 2020, recognize how lucky we are to be heathy and hope for a better 2021. Oppportunity awaits as we enter a clearing just ahead.