Some of you have been asking about the status of my book project, and so I wanted to provide a quick update.
I announced a little over a year ago that I had begun working on a book project – tentatively titled Connected Marketing – “… that covers the topic of marketing technology and that is meant to help marketers deploy and use technology in a substantially-different way than they do today,” per my last update.
What’s the status of this project today?
First, let me explain that this is a project that I’ve always been pursuing on my own time – i.e., writing early in the morning, late at night or on the weekends. And that is something that’s been challenging to do, given my active role at Silverpop as director of field marketing and as the company’s ‘B2B Marketing Evangelist.’ Many of you know I’ve spent the greater part of the last 13+ months on the road throughout North America and Europe, speaking, meeting with customers, launching new events (such as B2B Marketing University) and educating the marketing community about how to strategically leverage marketing automation technology.
Don’t get me wrong, it’s awesome work — it really is — and it’s a mission I’m passionate about, so no complaints here! It’s just hard – as I’m sure you can appreciate – to both be a dedicated, on-the-road evangelist/marketer and also spend focused time on a personal book project at once. As a result, the book project has had to take a back seat many weeks.
Second, this is a project that – as many projects do – has matured over time as I’ve continued to research and write about the topic. Let me be clear that I’m absolutely continuing to work on this project, but its focus has shifted and has moved in what is at once both an adjacent and evolutionary new direction.
How marketers can better leverage marketing technology to be a more ‘connected’ marketer remains a critical element of the book, but I increasingly recognize two fundamental realities that also are critical to cover in the book.
- As many of you probably will concur, technology adoption alone will not help marketers be more connected, nor is it necessarily the right first step; strategy and process change is the first step.
- Much of the need for new technology – and new strategy and process – is the result of a fundamentally-changing modern marketing environment.