With his influential 1981 book Positioning, Jack Trout established marketing thought in metaphorical alignment with war. That was before the Internet and social media created the sense of connection and transparency that consumers enjoy today. This evolution was on the mind of Daina Middleton, the Head of Global Business Marketing for Twitter, when she published her own marketing book four years ago—Marketing in the Participation Age. She suggests that “marketers shouldn’t be just thinking about persuasion as their sole purpose anymore. They really need to think about participation.” In this Moneyball for Marketing podcast, Daina introduces the five values of ‘nurturist’ organizations, including the following three:
Try, try, try: “Embracing, testing, and learning is about the only way that a marketer can scale in today’s fast moving environment,” says Daina, “For marketers this means dedicating at least 30 percent of your budget.” Daina reveals how Twitter and Amazon use marketing technology (martech) to learn what’s tapering off and what’s starting to scale.
Imperfect innovation: Advocating a “software model to marketing,” Daina shuns the idea of taking months to research and develop a big idea, favoring instead the use of martech “to test it and evolve it and continually monitor it.”
Fail four-word: “In order to champion (the 5 ‘nurturist’ values), the company needs to adopt this whole ‘embrace risk and champion failures’ culture.” Daina shares stories from her work at Performex and Elon Musk’s experience at SpaceX that suggest “four” may be the magic number for success with this kind of marketing system.
Daina Middleton is the Head of Global Business Marketing for Twitter – she runs all marketing for the revenue part of the business globally. Daina is an expert in social performance and digital marketing solutions, business turnaround, global expansion, digital martech, data and analytics, and company culture. Twitter is a global platform whose purpose is to give everyone the power to create and share ideas and information instantly, without barriers.