How to Stop Shiny-Object Syndrome in B2B Marketing (Article 2 of 3)

How to Stop Shiny-Object Syndrome in B2B Marketing (Article 2 of 3)

Marketing Strategy — Thu., Dec. 16, 2021

Since the dawn of marketing, teams have been sidetracked by shiny new tactics and channels. Recently, "go-to-market" and "RevOps" have become popular buzzwords. It is easy to get caught up in the hype, but doing something simply because it is new and trendy is not necessarily the best course of action for an organization. It can be especially damaging when senior team members are the culprits.

The most important thing is to find out why the shiny object is being requested. Ask yourself questions such as does it help your strategy, does your industry engage with it, will it help or hurt team goals, and can you afford to do it properly. Understand the underlying reason for the request and determine if there is a better fit.

If you decide to take on the shiny object, ensure it is properly implemented and measured. Otherwise, build a case for continuing down the current path or adjusting it without the shiny object. Ask the right questions, validate current goals, assess the current strategy, and explain why the shiny object isn't right for the organization.

... continue reading below
Sign up for free to read the full article.
Enter your email address to continue reading

How to Stop Shiny-Object Syndrome in B2B Marketing (Article 2 of 3)

Don't worry ... it's FREE!

Already a member? Sign in now.

Related Articles

Americans' Views on Companies, Technology, and the Economy

Americans' Views on Companies, Technology, and the Economy

Most Americans say they do not think the government should punish companies for political stances, and they also say tech companies should be responsible for removing misleading content, according to recent research.

2025 Digital Ad Trends and Predictions: Time to Turn the Page

2025 Digital Ad Trends and Predictions: Time to Turn the Page

Discover the top B2B digital advertising trends for 2025, from privacy-first ads to AI's role to adtech. Read more.

The Four Pillars of B2B Marketing Success in 2025—and How AI Can Help You Master Them

The Four Pillars of B2B Marketing Success in 2025—and How AI Can Help You Master Them

See how AI amplifies B2B marketing's four pillars—content, influencer marketing, SEO, and social media—boosting efficiency and impact. Read more.

The State of Digital Marketing Agencies

The State of Digital Marketing Agencies

What do marketing professionals at digital agencies think of the current landscape? How do they feel about the future? Do they expect their firms to add more headcount? What impact do they expect AI to have on the industry?

What's In/What's Out in 2025: The Marketer's Version

What's In/What's Out in 2025: The Marketer's Version

What are the 2025 trends shaping marketing, communication, writing, our lives? This is Ann Handley's annual list of What's In, What's Out for a new year.

US CMOs' Budget Plans for the Year Ahead

US CMOs' Budget Plans for the Year Ahead

Senior marketers in the United States expect their marketing budgets to bump up moderately over the next 12 months, according to recent research.

Subscribe to the MarketingProfs Today newsletter