Ch-ch-ch-ch-Changes
100% guaranteed prediction
A Brand New Way To Do Growth Has Arrived:
At Growth Union, we help you unlock growth by assembling a team of the top marketers who have helped scale some of the most iconic brands in SaaS, including G2, Ramp, HubSpot and others.
Everyone and their mother is giving a 2024 predictions in the marketing world right now.
A few will be right but most of them will be wrong.
I have no idea what will happen in the marketing world next year - except that there will be change. It is the only certainty.
This change can be a massive advantage for some, while for others, it's a significant setback. It all depends on how you respond to it.
Reflect on the marketing landscape from over a decade ago.
- Content was only ever gated.
- TikTok was non-existent.
- Instagram, just acquired by Facebook (now known as Meta), didn't even offer advertising options.
- Chatbots? Unheard of.
- AI meant you were talking about Allen Iverson
- G2 reviews and B2B podcasts were not part of our lexicon.
Marketing tactics, playbooks, available technologies, and the entire landscape are in a constant state of flux.
The playbook you are running this year will be filled with gaps in a year or two if it doesn’t evolve.
This also means there will be tons of first mover advantages for marketers willing to try new channels, test and who are constantly learning. There in lies the opportunity.
On the flip side - the companies struggling with growth today are victims of this change, still running a playbook that was relevant two years ago.
Refusing to evolve or push past the way things have always been done.
Gating their products, putting up barriers in the buying process, not investing in building their brands organically through their teams and content, etc etc.
The winners over the next few years will be those who are making those bets now, pushing into new channels and tactics that aren’t yet saturated with every other marketer.
So take a look at your strategies and ask yourself what camp you will be in over the next two years. It should be pretty obvious.
But for as much as things change, they also stay the same in marketing.
Success in any new channel or with any new technology still hinges on the foundational principles of marketing: understanding human behavior, mastering storytelling, and applying the principles of persuasion.
Thanks for reading!
Adam