Without a strategy you have no use of the new technology

”It’s not about having a digital strategy, it’s about having a strategy for the digital age.”

Marketing has no purpose if you don’t set clear goals for the efforts you make. You need to know the business value of what you are doing put money and resources behind it in order to make it interesting. 

Understanding and purpose

My main advice is (and that doesn’t only go for digital marketing): Understand your customer and understand what it is you are trying to achieve. If you don’t know your customer it’s hard to know where to begin. And then you need a purpose: What do I want to tell this customer, and what do I want to make happen? That’s the foundation of marketing – always. It’s more important now than ever due to all the other information you’re competing with that’s out there. 

Digital visibility

These days, 70 percent of all decision-making happens before the buyer is in contact with the supplier and because of that it is vital that your brand is visible somewhere along that journey. Companies are almost always behind when it comes to consumers’ behavioral trends and the companies that “own” the world today – Google, Amazon etcetera – understood their target group and what was going on before the fact. A highly contributing factor to why they have succeeded better than others. 

Strategy first, technology later

One thing I have noticed is that many make investments in the wrong order. They buy the technology first; social monitoring, MA systems and CRM solutions and then they try to adjust the strategy and organization. What’s better is to invest in tech, marketing and resources based on strategy and business value. Technology, unfortunately, does very little of its own accord – and it’s very complex. 

It’s about having a company strategy that’s based on how you meet the customers now that people no longer buy the way they always have. A week ago I read something – can’t remember where now – that I thought was a bit thought provoking: “It’s not about having a digital strategy, it’s about having a strategy for the digital age.”

ABM – if you truly know your customers

ABM is a direct consequence of digital sales. There has to be a digital experience before the sales interaction itself. It’s still early days (if you ask me); a lot is still ad-based and very little is content-based. Those who know their customers well should really make efforts here. There’s no reason to spend time and money on display advertising; instead you should use the technology that really makes it happen. It’s a really good start for those who truly know their customers.


Mattias Kindell

Global Digital Marketing Manager at Husqvarna and former Senior Digital Leader at IBM


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