3 Tools Every Marketing Leader Should Use
Over the years, like many of my peers, I have used quite a few marketing tools. Thinking back over the last 24 years I have been in this space, it is remarkable how much has changed, and equally remarkable how much has not. Over that time, we have seen some interesting tools and applications come and go: Remember when FeedBurner was a necessity? While the modes by which we do marketing change — and so do the tools — the core of what we do as marketers does not. So then, what tools do we use that persist?
Recently a very aggressive marketing firm launched a bot-driven campaign on LinkedIn that targeted marketing leaders. The automated process sent a connection request. Once the connection was accepted, a video was sent in a message explaining how you were found. Although it was obviously automated, I chose to respond to the message, because, why not?
What I found on the other end, was an actual human being who I engaged in a conversation. This is interesting for two reasons: one, it never hurts to be kind to people, and two it created a connection point for me with someone who is new to our our field and seeking to disrupt it (or so they claim).
The interaction lead to a short, but effective conversation resulting in a very thoughtful question posed to me, “What are the most useful 3 software tools for you?”
This random interaction, initiated by an automated process, lead to useful and interesting question. It caused me to think, take the time to explain my thinking, and to make a tough decision about what is actually useful and what tools persists through change.
Here are three marketing tools I encourage every marketing leader to use (and they do persist regardless of what in marketing changes):
Flowcharting & Diagramming as Marketing Tools
The two big stars in this marketing tool set are Omnigraffle for OS X and iOS and Visio for Windows (or LucidChart for a cloud based service) -- and despite what either claims, they essentially do the same thing. Both tools allow users to rapidly produce flow charts and visual documents. Regardless of how you do marketing, generally there is a process. As the head of marketing for a financial company, I have to create and communicate specific approval processes for compliance and to maintain consistency. I do that with these tools.
Over the past two decades, I have waded chest-deep into the depths of marketing and technology, spanning a wide pool of projects and responsibilities. My work has influenced multinational corporations, Christian denominations, software, and high-tech research as well as local churches and small businesses. While I specialize in branding, product launches, and building marketing programs from the ground up, my passion is for people, including the people who do marketing. Currently VP of Marketing for CDF Capital, I lead a small but mighty team.