When some of the greatest minds in marketing have advice on the why they are successful, it’s time to take a knee and listen.

Last week I took part in Digital Marketing Conference, which was Adobe’s launch platform for it’s new Marketing Cloud software.  Beyond the smoke and mirrors of the launch was a gathering of some of the greatest experts I’ve had the honour to hear speak.  Now, I have the pleasure of introducing you to four tips from four of these greats.

Without further ado, here are four tips from four amazing experts that you can actually use to drive your career and business:
1) Love what you do

Brad Rencher – Adobe – Senior Vice President and General Manager (Digital Marketing)

Loving what you do is the most resounding piece of advice I heard at the Adobe Summit.  It’s so obvious and simple, it seems irrelevant. But it’s not often how we live.

Your personal CTA according to Brad Rencher is “Remind yourself you’re good enough. You’re smart enough. And gosh darn it, people like you.” Cleverly simple.

And one of my favorites: “It’s absolutely stupid to spend your time doing things you don’t like, in order to go on doing things you don’t like.” (Alan Watts)


2) Know the creepy line

Kevin Lindsay – Director of Product Marketing, Adobe Target


Privacy matters to people, and it should be a part of your personal and business culture.

“It’s important to understand what information you need to collect from your customers to provide a customized experience (on the front end), and to drive your purchase funnel on the back end without creeping them out.” (Kevin Lindsay).

As someone in the industry, my advice is that even if your privacy policy isn’t super transparent to the user (on how it works), make sure it’s super transparent to you and your entire organization. A patented process is no excuse for misusing people’s trust.


3) Have a startup mentality

Rob Roy – Time Warner Cable – VP & GM (eCommerce and Interactive Marketing)

It’s important to understand all aspects of the business, from customer service to analytics and product management.

“You (your team) all have to connect eventually, so the skill-set that could help you as a team is versatility. It’s not just about your display marketing skills, it’s understanding a plethora of different channels to be successful. “

Rob recommends you be:
– Versatile
– Efficient
– Nimble

He added: “(At Adobe) we rotate people around so they can really pick up on the user experience.“


4) Sink or swim

Chris Reynolds – VP of Marketing Analytics – Conde Nast

Know what you do best, and outsource the rest.

“You can’t be running reports and messing with excel. You have to innovate off of what you’re doing in your day-to-day work that is slowing you down, into something that gets rid of that work so you don’t have to do it anymore.” (Chris Reynolds).



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