Secrets Hacks To Disruptive Marketing

It’s fascinating to study how some old trends suddenly erupt again and become the latest, hottest sensation. And it’s not just the fashion, business model, or even marketing glossaries and the lingo.

Have you heard the word ‘disruption,’ who doesn’t?

This word and concept has become a cornerstone of modern business vocabulary.

Whenever you see anyone talking about business and technology, it is hard not to notice the word 'disruption.'

In the last 7-8 years, it has been very popular and I guess it has been so overused, that it will be a cliche soon.

It was Clayton Christensen, a Harvard Business School professor, who introduced the concept of "disruptive innovation" in his seminal book, "The Innovator's Dilemma," published in 1997.

Though the word might be overused now, the concept has created new industries and new economies.

So "sustaining innovations" are about improving existing products and services.

However, "disruptive innovations," are about creating new markets and value networks, eventually displacing established market-leading firms and products.

Like Amazon, Uber, Airbnb, and Netflix.

However, today, disruption doesn't only apply to inventing a new technology or business model.

You can build your business on disruptive marketing.

This is why I’m excited to share with you edition #7 of Vik’s MIX newsletter, which talks about the 5 pillars of disruptive marketing campaigns.

So welcome to the latest edition of Vik's MIX.

We’re going to dig into?

• Ethically tapping communities and clients of popular brands
• Making your sales team unstoppable?
• Five Pillars of Disruptive Marketing?

Now, let's get this party started, shall we?

The Content Co-Op: Ethically tapping communities and clients of popular brands

Raise your hand if you've ever felt like you created the ultimate masterpiece of content, but it just won't find its way into the right hands??

Yeah, I know that feeling all too well, my friend. It's frustrating as hell, pouring your heart and soul into something, only to watch it gather virtual dust in the vast expanse of the internet.

But what if I told you there's a secret sauce that can amplify your message and reach new audiences without draining your budget dry? Well, buckle up, because I'm about to let you in on a game-changing strategy: the "Content Co-Op."

A Content Co-Op is all about joining forces with like-minded brands to cross-promote each other's content and tap into new, highly relevant communities.?

It's a win-win situation, folks – you get to expand your reach, and your partners get fresh, valuable content to share with their audiences. It's like a virtual high-five that keeps on giving.

Now, let me introduce you to a company that's absolutely killing it with this approach: Vidyard , the video marketing maestros.?

These savvy folks have formed alliances with industry titans like HubSpot , Drift, a Salesloft company , and Salesforce , resulting in a content co-op that's essentially a growth hack on steroids.

By collaborating on webinars, co-creating assets, and cross-promoting across their networks, Vidyard gains access to a vast pool of engaged buyers they might never have reached on their own.?

And let's be real, tapping into those kinds of audiences is like striking marketing gold, my friend.

But wait, there's more! These strategic partnerships don't just offer exposure; they also lend credibility and authority to your brand.?

When you're rubbing shoulders with industry titans, it sends a powerful signal to your audience that you're a legitimate player in the game. It's like having a virtual stamp of approval from the big dogs themselves.

So, how can you get in on this action, you ask? Well, my friend, it all starts with identifying complementary brands that share your target audience but don't directly compete with your offerings.?

Once you've found your perfect match, reach out and propose co-creating content, hosting joint webinars, or even swapping guest blog posts. The key is to bring something valuable to the table and make it a mutually beneficial arrangement.

Remember, a rising tide lifts all boats. By fostering these strategic partnerships, you'll not only amplify your reach but also strengthen your brand's credibility and authority in the process.?

It's a modern marketing move that's too good to ignore, and the benefits are practically limitless.

But here's the kicker, folks: you've got to do it right. Building a successful Content Co-Op isn't about shamelessly promoting your stuff to other brand communities or spamming their clients.?

It's about creating genuine value, respecting boundaries, and fostering a mutually beneficial relationship.?

When done with integrity and care, a Content Co-Op can be a powerful tool for growth and collaboration.

Making your sales team unstoppable?

We are all familiar with that killer instinct for crushing quotas is burning brighter than the sun.?

You live for the thrill of the chase, the art of the pitch, baby! But real talk - are you truly locked and loaded with the tools to unleash your full, unstoppable potential?

I'm talking about the science of sales enablement here, folks.?

This ain't just fancy tech - it's about arming you with the insights, resources, and cutting-edge firepower to be an elite closer.?

We're talking game-changers that'll make you feel like you've got a brilliant virtual sales coach whispering in your ear.

Take a badass company like Highspot . They're revolutionizing how teams access and leverage content with AI-powered search, real-time analytics, and those sweet, sweet, personalized recommendations.

It's like having the perfect asset queued up for every single buyer interaction. Boom!

But hold onto your commission checks, because we're just getting started.?

Companies like Seismic and Showpad are taking this enablement game to a whole new level with interactive content experiences, live virtual coaching, even augmented reality demos.?

Imagine transporting your prospect into a fully immersive 3D product simulation straight from their couch! Talk about an unfair advantage.

And let's give it up for the data dynamos like Accent Technologies and Allego .?

They're using machine learning to analyze your sales conversations, identify knowledge gaps, and automatically prescribe tailored coaching and content recs based on your unique strengths and needs. It's like a custom growth plan just for you, player!

At its core, true sales enablement is about arming you with every possible advantage to connect with buyers on a deeper level. It bulldozes friction, fostering that continuous learning mindset that separates the closers from the chokers.

Bottom line: if you're still grinding away with dated, siloed tools, you're drastically handicapping your ability to be unstoppable out there.?

It's time to capitalize on the science of sales enablement and prepare to blow your quota out of the stratosphere.

Five Pillars of Disruptive Marketing

Alright, listen up, my fellow marketing mavericks! We're living in a world where attention spans are shorter than a goldfish's memory.?

Traditional tactics just ain't cutting it anymore – they're about as exciting as watching paint dry.?

If you want to make a lasting impression and connect with your audience on a deeper level, you gotta disrupt the status quo and embrace a fresh, bold approach.?

That's where these five pillars of disruptive marketing come into play.

1. Unexpected Storytelling: We've all been there – drowning in a sea of dry, corporate jargon that puts even the most caffeinated among us into a coma.?It's time to ditch that nonsense and embrace the power of compelling narratives.?Companies like MailChimp have mastered this art, using quirky humor and relatable characters to captivate their audience and breathe life into their brand.?They don't just sell a product; they weave a tale that resonates on a deeper level.
2. Experiential Activations: Forget about the traditional ad or email campaign – those are about as exciting as watching grass grow.?To really make an impact, you need to create immersive, multi-sensory experiences that leave a lasting impression on your audience.? Take a page from Coca-Cola's playbook with their innovative "Hug Me" vending machines that dispensed free drinks to those who embraced the machine.?The Coca-Cola Hug Machine. You hug it, it returns the favour with a Coke. Because vending machines have feelings too. It was a simple concept, but it captured people's attention and created a buzz that no banner ad could ever match.
3. Social Currency: Listen up, my friend – in today's world, social proof and word-of-mouth marketing are more powerful than ever.? People trust their peers and influencers far more than they trust traditional advertising. That's why you need to tap into the power of social currency.?Encourage user-generated content, leverage influencer partnerships, and create shareable, buzzworthy campaigns that incentivize your audience to spread the word organically.
4. Purpose-Driven Messaging:?In today's socially conscious climate, consumers demand more than just a product or service – they want to align themselves with brands that stand for something bigger.?They want to feel like they're part of a movement, contributing to a cause that resonates with their values and beliefs. Craft campaigns that tap into these deeper emotions, fostering a sense of purpose and connection with your audience.?Patagonia is a prime example, weaving environmental activism into the very fabric of their brand and inspiring customers to join the fight for sustainability.
5. Data-Driven Personalization: We live in a world where consumers are bombarded with messages from every angle, and the competition for their attention is fierce.?To cut through the noise, you need to leverage the power of data and analytics to deliver hyper-personalized experiences tailored to each individual's preferences and behaviors.?Companies like Netflix and Amazon have mastered this art, creating a sense of seamless relevance that keeps customers coming back for more.?

They've cracked the code on understanding their audiences and serving up content and recommendations that feel like they were made just for you.

By embracing these five pillars of disruptive marketing, you'll be well on your way to creating campaigns that capture attention, spark conversations, and leave a lasting impression on your target audience.?

But let's be real, disruption isn't just about being loud and flashy – it's about connecting with your audience on a deeper level, challenging the status quo, and delivering experiences that are genuinely valuable and meaningful.

Well, that's a wrap! As always, I hope these insights were equal parts inspiring and actionable for your B2B endeavors.

Before I let you go, let me leave you with some wisdom from the legendary Seth Godin:?

"Don't find customers for your products, find products for your customers."?

Simple yet profound stuff.

Keep putting your customers' needs first. Seek to understand their perspectives and motivations, and let those insights shape your offerings.?

Those who embrace this mindset are the ones who'll keep moving the needle.

If you dug this edition, I'd be humbled and honored if you could share it with other growth fans in your network.?

And if you haven't joined the party yet, get on that subscribe button below!

Until next time - stay curious.

If we haven’t met, my name is Vikramsinh Ghatge.

I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.

I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.

Need help with your marketing or branding? Reach out to me for advice, partnerships, interviews or podcasts.

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