When you’re a marketer, the expectation of putting a positive spin on your messaging comes with the territory. For years, we’ve filtered data to only reflect successful results, or to ensure it supports the conclusion we want to promote. The problem with this approach is that audiences just don’t buy it as much as they used to. Today’s prospects want to see all of our cards, even if this means having to bring contradictions, or even failures, to light.
Any organization that understands this recognizes the power of a transparent marketing approach. A number of companies have recently taken up this strategy and have started sharing internal information on campaign performance and internal stats. Adopting an “upfront” marketing attitude, in which real numbers and reports are published in blog posts, is the quickest way to build trust with your audience…
