Gordon Benzie, Author at Making Every Word Count

Why Marketers Need to Now Embrace a VUCA Mindset to Stay Effective

Marketing today is harder than ever. Customer behavior changes overnight. One viral moment can shift entire brand perceptions. Algorithms update constantly, upending months of planning. Budgets tighten while expectations grow. Channels evolve so fast that yesterday’s best practices quickly feel outdated.

In this chaos, the bar for being a strong marketer keeps rising. It’s no longer enough to be creative. You need data skills, agility, and sharp instincts. And, you must make quick decisions with limited clarity. You need to thrive in uncertainty.

Will AI Replace the Future Need For Enterprise Software Applications?

Artificial Intelligence is changing the way the world works. Many industries are already seeing major disruption from AI technologies. This shift is not small or temporary. The pace of change is fast, and the impact is deep. The world will never be the same again. Will the demise of enterprise software applications be next?

3 Ways to Engage the Analyst Community Amid Tariff Volatility

In an era marked by economic uncertainty and shifting global trade dynamics, software companies operating in industrial manufacturing and aftermarket service markets face a critical question. How do you stay relevant in the eyes of the analyst community when the ground beneath your customers is constantly moving? For industrial software and services companies, tariff volatility presents both risks and opportunities. The biggest challenge is the extreme uncertainty now present in the global marketplace.

Here is Why Investing in Marketing During Economic Uncertainty Makes Sense

Economic cycles are an inherent part of business. Growth, contraction, and recovery occur in predictable patterns. During times of economic uncertainty or contraction, companies must focus on core competencies and eliminate redundancies, inefficiencies, and non-essential operations. This reflection helps businesses remain viable and profitable. Strategic cuts can strengthen a company’s long-term success. However, not all cost-cutting decisions are beneficial.

A Compelling Case to Invest in Quality Marketing Assets

Creating genuinely interesting and relevant content has always been difficult. In today’s AI world, it just got tougher. AI-generated content is easy to generate so some marketers are doubling down and producing even more documents and blog posts to capture attention and engagement. In this environment, quality marketing assets are essential. These types of assets significantly impact your marketing performance and budget. Are they worth it?

Many See Themselves As a Marketing Expert – Few Really Are

There are many who believe they are a marketing expert. People have opinions on commercials, slogans, and logos. They think they know what works. A finance executive might suggest a rebranding strategy based on their favorite color. A product manager may insist a new feature deserves a full advertising campaign. The CEO’s brother thinks the website needs to be changed, including the color palette (btw, this is a true story)!

Marketing opinions are everywhere. The reality is that few really understand all the repercussions and requirements needed for a cohesive, effective marketing strategy. Those who truly are marketing experts are few and far between. I have met a few and aspire to learn as much as I can from them! This reality makes managing a marketing function both exciting and challenging.

Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned

Marketing has a long history of change. There are many reasons why. Sometimes it is a new technology. Buyer criteria could change. Or there was just a need for something new. Today we are witnessing another major transformation. Today’s marketing strategy shift has been building over the past few years. Artificial Intelligence or AI has amplified the disruption.

One repercussion – and an opportunity – is to adapt what I’ll define as a marketing strategy shift from “paid” to “earned” programs (borrowing from PR jargon). Those taking advantage of this shift can boost the attention, engagement, and trust of target audiences. This includes customers and prospects, partners, and employees.

Building a Community of Trust is Critical – Now More Than Ever!

Last week, I attended the virtual HSE Summit on AI-Led Growth. This event aimed to guide those supporting Go-To-Market (GTM) initiatives in technology companies. The speakers and moderators structured the discussions into easy-to-follow topics. My favorite session was the Fireside Chat with Jon Miller: B2B Marketing’s Future in the Age of AI. I learned several key takeaways from this 60-minute discussion. Marketers in enterprise software must adapt, as the current GTM strategy needs a refresh. Those aiming to improve GTM performance must shift focus and budget toward building a community of trust. This shift is essential to staying relevant and expanding market share.

Unconscious Branding – Is This The Future of Marketing?

I recently had the opportunity to hear Leslie Zane, an award-winning Fortune 500 brand consultant, give a presentation. The event was a virtual conference hosted by the American Marketing Association on January 23, 2025. Her presentation, “The Future of Marketing,” shared several interesting insights based on her book, The Power of Insight. My key takeaway is that branding plays a much bigger role in the buyer’s journey than previously considered. A concept I’ll refer to as unconscious branding should be incorporated with greater focus as part of your overall marketing and analyst relations strategy.

Leslie’s theme was that many buyer decisions are based on subconscious rather than conscious thinking. This concept is enlightening and has major implications for marketing strategies. Marketers must rethink how they approach the buyer’s journey and decision-making process. Here are a few concepts that came to mind as I processed the findings of her presentation.

Looking To Ignite Industry Analyst Engagement? Here Are 3 Tips

Industry analysts, such as those at Gartner or IDC, can significantly impact your brand’s reputation and market visibility. This is particularly the case for enterprise software or technology companies. Ideally, your goal should be to build relationships with the analysts who regularly speak with your customers and prospects. This way messaging and product positioning will be regularly communicated with greater alignment and accuracy. Issues can be resolved faster with open communications and can be achieved with industry analyst engagement.

Industry analysts not only shape market perceptions, but they can also help software companies by providing insights on product strategy and competitive positioning. Igniting industry analyst engagement requires a deliberate, consistent approach. Here are three strategies I have found effective in strengthening these critical relationships.