Feeding the beast in 2016: It’s my turn to pivot

Feeding the beast in 2016

Happy New Year! I hope you all had a happy and safe holiday. I took some time off to breathe, recharge and position myself and business for the New Year. It was a reflective time where I was fortunate to catch up with family, friends and colleagues. In doing so, I gained a perspective on what I have done and what I am called to do through my business going forward.

I am happy to share that this month marks the 3rd anniversary for my company, Talent Think Innovations, LLC. Admittedly, I knew what I intended for this business when I started it in 2013, but had no idea where it would actually take me.

What do I mean by this?

I wrote an article in 2014 called: “Are You Ready to Pivot?”. The goal I had in mind for that article was to raise awareness around the need for HR and people in business to become adaptable and ready to make decisive changes when circumstances and/or market shifts call for it. Ironically, I look back at this article and recognize that 2016 has presented fertile ground for me to pivot. I spent much of my time off considering how I would continue propel my business to success and whether I am prepared to take yet another step outside of my comfort zone and let the world know.

After lots of wine, prayer and discussions with my circle of trust, I decided it is important to honor the work I do fully. Honoring my work means ensuring that people have a clear perspective on what I do and how I do it. Talent Think Innovations, LLC was founded as a HR Consulting Firm focused on helping small-to-midsize businesses establish sustainable talent management strategy. I made the decision to create the company focus around HR as a matter of comfort and passion. It was what I knew for over eight years and it just felt right.

Without boring you with all of the details, I find myself today having a much broader impact than HR strategy. I’m not abandoning HR, but I am giving my HR prowess some friends with which it was already comfortable. As such, Talent Think Innovations, LLC is now a multi-disciplinary business strategy and management consulting firm focusing on practical and sustainable strategies in the following areas:

  • HR/Talent Management Strategy
  • Executive and Leadership Coaching and Training
  • Career Coaching
  • Digital Marketing Coaching for SMBs
  • Technology Advisory Services and Strategy
  • Startup Mentorship & Advisement for Women
  • Brand Influencer Marketing

The funny thing about this re-branding of sorts is that this “pivot” has been evidenced in the clients I have been working with over the past three years. I just needed recognize and accept where this business journey was taking me.

What does this mean for “The Aristocracy of HR”?

You can still expect Workforce Strategy and HR talk to be the core of this blog. HR is still in my heart, but I will be opening up my topics as I have done in the past two years to cover entrepreneurship, digital marketing, data, technology and quite frankly anything else that tickles my fancy as I continue to grow and evolve.

What I really hope you all take from this is the following:

  • A friend/colleague recently told me, don’t wait too late to change the direction of your business. I took this to mean that you need to have faith in the signs along the journey and clear your space to do the work you are truly called to do.
  • Discomfort is really preparation for the next great thing coming your way. I have been in a state of discomfort since I started this business. I have had my share of struggles , but every consecutive year has brought more opportunity and blessings to my business than the last.
  • Every day things are changing and we need to remain adaptable and ready to move when life pleasantly and unpleasantly pushes us in a new direction.

I am so excited to share all of the new and fun things going on in my corner. As a reader of this blog, you will also be able to reap the rewards- as I work to provide the next level of value for this community. I hope you will join me on this journey and I thank you for your interest in my musings and readership.

Here’s to having a successful and sweet 2016! Time to feed the beast. Stay tuned!

 

Are We There Yet: The State of Digital Marketing and Data Adoption

Campaign/FTC disclosure: This is a sponsored post. I will receive compensation for this post. I only work with companies I feel have great products, services and offerings. In accordance with my blog disclosure statement, I will only work with and showcase products, events and/or companies I believe my readers will benefit from. Dun & Bradstreet hired me as a blogger to cover their Data- Inspired Digital Strategies Forum Event in New York on December 1st, 2015.  I am not formally employed by Dun & Bradstreet. All thoughts and viewpoints are created and written by me. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: Guides Concerning the Use of Endorsements and Testimonials in Advertising.

Image courtesy of Dun & Bradstreet.

Image courtesy of Dun & Bradstreet

It turns out the answer to the aforementioned question is a resounding “no”. There are a lot of ideas and theories about how businesses can effectively engage with their respective markets. Unfortunately, the limiting factor at the moment is not that we don’t have enough data or even opportunity to be actionable- but that we have too much data and very little adoption of using it for most purposes in business. This was just one of the many takeaways I gleaned from the panel discussions at last week’s Dun and Bradstreet’s Data-Inspired Digital Marketing Strategies Forum – which took place at the Sofitel Hotel in New York City on, December 1st.

Image courtesy of Dun & Bradstreet

Image courtesy of Dun & Bradstreet

The big question of the day was: How can we use data to better reach the right people at the right time?

Have you noticed that many of the ads that you view online now seem somewhat tailored to things you search or products, services and people you are interested in? What about the sudden shift in voice of several of the leading brands? The vintage use of catchy phrases, jingles and an impersonal tone is no longer the foundation of good marketing or good business. We’re in an age of rapid transformation on all fronts of business. Think about the last commercial or ad you viewed. Chances are the commercials or ads you viewed didn’t just cut-to-the-chase and urge you to purchase something. Of late, marketing is starting to sound and feel a little more personal. It is almost as if the company trying to get your attention had you in mind when they created said service, product etc. What is clear is that businesses must meet the customer where they are by making sure they are engaging with prospective customers with the right messaging or solution at the time when they are poised to make a purchasing decision. Anudit Vikram, SVP, Chief Product Officer-Audience Solutions for Dun & Bradstreet shared that: “Digital Marketing is about how many integrated touch points we can have with prospective customers across all channels.”

It turns out looking at “quantity” of touch points alone isn’t a comprehensive marketing approach either. Businesses have to also be mindful that the data they are harnessing is quality. Your insights and planning will only be as good as the data that has informed it. This is where many companies are missing the mark. It is key to take a step back and consider what the overall plan is. As I have mentioned in several articles this year, you cannot do the “data thing” just to do it. It was echoed in several of the talks that there needs to be clarity around the outcomes businesses are trying to achieve. It was also strongly suggested that businesses have a concrete plan for how they will harvest and synthesize the data that will facilitate digital marketing initiatives.

To ensure that you are on the right track to having good and clean data, do the following:

  • Start small by piloting your data collection on one initiative or program. This allows you to triage any issues and standardize your measurements before extending your methods to other areas of the business.
  • Be clear on what measures and methods you will use to measure outcomes. Data is only as good as its inputs.
  • Implement the right technology resources to facilitate the collection, evaluation and application of your data. Technology implemented correctly can be helpful in centralizing the collection and management of your data- decreasing the necessity of having to manipulate the data regularly due to errors.

It is clear that the way we conduct business and market our services has changed given the digital climate we are experiencing. What isn’t as clear is: How do we get people to consistently make use of the data that is available them?  Moreover, how do we get people to see that the use of data (be it in marketing or otherwise) as an opportunity and not as a threat?

Image courtesy of Dun & Bradstreet

Image courtesy of Dun & Bradstreet

Looking towards 2016 and evaluating the state of data adoption and data-driven marketing Josh Mueller, SVP of Digital Operations at Dun &Bradstreet stated: “2016 is an inflection point for digital marketing.” That is to say that we’re at a prime point on the trajectory and evolution of digital marketing where we are poised to “target, capture and convert” our most prized customers. It is time to decide whether your business can survive with or without the use of data insights. Better yet, can you afford to continue blindly marketing to your customer segment while settling for marginal responses and outcomes. Let 2016 be your “inflection point” and reflect on how you can start putting the data you have today to work in an effort to improve your business across-the-board.

 For further insights from the event, check out two of the speaker presentations below:

Theresa Kushner, VP of Enterprise Data Management- Data, Data Everywhere: Making the most of it in the 21st Century.

Josh Mueller, SVP of Digital Operations at Dun & Bradstreet and Anudit Vikram, SVP Chief Product Officer-Audience Solutions for Dun & Bradstreet- Data-Inspired Digital Marketing.

 

Translate »
Font Resize