Navigating the unknown:
Embracing uncertainty in marketing

2023 continues to be a year of uncertainty and change. The technology landscape is transforming at pace and marketing leaders are under increasing pressure to deliver short-term solutions to cope with the macroeconomic uncertainty. It seems nothing is certain anymore in our professional or personal lives.

In my current house sale, my buyer dropping out days before we were due to exchange contracts last month was anything but predictable. While I was frustrated at the impact, I somehow quickly accepted the reality, re-grouped, and moved forward (after a large glass of wine). A resilience we have all built up no doubt from the turbulence of the last couple of years. I am not sure, however, I would have reacted the same if it was announced that parents needed to home-school again!

In all seriousness, I think it’s something we all now need to accept: the ability to be comfortable with the uncomfortable. So how do we continue in a year of uncertainty and find meaning and enjoyment in our roles as marketers?

The reality is marketing teams’ exhaustion over internal demand and stakeholder battles can often mean the days of sticking to a long-term, detailed marketing plan for the year ahead is long-gone. There’s a high expectation for marketing teams to deliver. Digital is now the primary relationship that businesses hold with their customers – so continuing a digital customer experience (DCX) that’s fully aligned with how buyers engage is more critical than ever. Focusing here can be a strategic differentiator for B2B brands and can have a major impact on acquisition, advocacy, growth, and retention. Yet with varying priorities across business stakeholders and an ever-changing landscape, it can be hard to feel like we’re achieving anything as marketing teams or as individuals. 

Experiment to find the way

It’s recognised by nearly every marketing leader I speak to that the number-one thing they need to do more of is say ‘no’ more and manage priorities and business expectations. They know they need to control the pull of team demand and manage the resources to support long-term business growth objectives. And not give in to immediate emotive and reactive demands. Marketing is a craft and we know it better than others, so now’s the time to invest in educating others and raising awareness on how our craft works.

So, what’s the answer? There is no magic wand to provide a bulletproof marketing solution, but I believe experimentation is the ethos that will bring opportunities for B2B marketing teams this year. A way for brands to test new ideas and, on a personal and team level, reinvigorate that creative speak that led us to strive for a career in marketing. Without this, where are the meaningful moments that provide the drive and purpose?

Delivering more with less

Marketers must ask themselves what they can stop doing so they can start doing something else. How can they deliver with fewer resources? When to flex to meet the buyer's needs in the moment? Experimentation is one way they can test new ideas to grow more sustainably rather than scaling quickly, as short-term strategies can diminish a brand’s sustainable revenue.

With this comes an ethos of taking things a step at a time, following the natural curve of events. Becoming comfortable with the uncomfortable. It means we can adapt our strategies as we go for sustainable growth. What experimentation looks like will differ for us all, but with a growing need for B2B brands to create more memorable, inspiring experiences and cut through a sea of digital content, now is the time to embrace the unknown. 

Overcoming decision paralysis: taking steps with experimentation

As a starter for ten…

• Don’t be afraid to test, learn and adapt within channels. Embrace it!
• Consider playable marketing and gamification to appeal to human nature
• Authentic video marketing (real, not produced). Short-form videos continue to dominate social media, let’s publish more content that doesn’t feel like it’s coming from a business brand
• Incorporate high-performing videos that show what solutions look like, how they work, and how they can improve working lives
• Test on the latest social media platforms – see where professionals play across TikTok, Twitch, Reddit, BeReal, and Supernova to reach a new audience
• Drive personalisation for deeper connections and memorable experiences – start small and pilot with your advocate in the sales team
  

Creativity without depth and logic is of course meaningless. But as marketers, we hold the insight from our teams, we have data at our fingertips, and we have the power to drive collaboration to strategically lead the discussion on marketing efforts. Demonstrate the real purpose and value we can bring to help achieve business goals.

Our energy needs to be in progressiveness, working with those who want to change and those who can be persuaded to. It’s time for marketing to be inspirational, valuable, and outcome-driven. We need to overcome decision paralysis by using experimentation to take steps in the right direction – and have some fun along the way.

 So, what will be your first step?