Chapter 2 - Be Inquisitive - Spending Time in Discovery
Several interviewees noted that willingness to spend time in negotiation and in discovery were top strategies both brand and agency can do to improve the goal, approach and results of a sustainable digital marketing project. Bill Hunt is a global digital marketing specialist, CEO & Founder of Back Azimuth Consulting and author. He shared, "Have the important, sometimes difficult conversation early. No one likes conflict, we don't like to talk about it, but addressing it earli
Chapter 10 - Be Adamant - Sticking to Your True North
When attempting to understand the benchmarks of good client and vendor engagements it became clear after the first 7 or 8 interviews that digital marketers that stick to their true north (on pricing, on terms of engagement, on discovery, on the importance of longer term rather than 90-day projects) have greater success than those who are willing to "adjust their compass" with every client. Bill Hunt, founder of Back Azimuth, shared that he had turned down an RFP from a very l
Chapter 13 - Be an Influencer - Nurturing an Audience
One quality that seemed to emerge from every interview was that person's ability to influence. This is not to be confused with being charming or extroverted, those are different things. Successful practitioners have a real passion for digital marketing and that passion can be very influential. Don't get me wrong, passion without expertise or planning won't get you far, but you can't get far without it. There are several types of influencers and I'll share a few industry examp
Chapter 15 - Be a Parent & Teacher - Investing in People for the Greater Good
Good leadership can sometimes look like good parenting, doing things for the selfless goal of making things better for those we serve. Bill Hunt, founder of Back Azimuth, was one of my favorite interviews. He likened growing a business to growing a family. If you have one child, you have substantial resources, hands, money, love to have a big impact. The larger your family gets you either get help or things go by the wayside. Being honest about how much you can commit, to chi
