Great marketers of the past needed and relied on sharp instincts. They were gut-driven savants who could hit marketing home runs based on talent and sweat (yes, the Don Drapers of the world wrote A LOT of lines before they got to the right one).
In contrast, it seems like these days, a lot of marketers who believe in the importance of data skip straight to the reporting. They put something out into the world and then use data solely to report on their successes and failures. They laugh at traditional marketers for being dinosaurs, but they gloss over most of the truly important steps that data enables themselves, like the hypothesizing, the testing, and the iteration…
How to Apply the Scientific Method to B2B Marketing
