As a marketing professional in today’s digital world, decision making and strategizing is a lot more complex and the reliance on data and automation can completely dominate your process where you ignore your intuition forgetting that what differentiates a brilliant marketing strategy from a mediocre one is plain ‘intuition’.
While data is extremely important and helpful, interpretation and proper utilization can either make or break your marketing, complete reliance on data can be a huge mistake. An obvious illustration would be the 2016 U.S presidential elections where all the data pointed to a victory for Hilary Clinton.
Inbound Marketing uses data to fuel its engines. Automation software is a big part of the engine that runs on this fuel, but if like many marketers, you’re unable to humanize your data to create interactions with new prospects in such a way that you can leverage personal rapport, credibility and engagement to get a buyer excited about your solutions, you might as well be pouring water into the ocean.
Intuitive Marketing isn’t some dramatic new marketing model instead it’s a shift in thinking. It’s taking the best of inbound marketing and complementing these efforts with the ability to identify predictive variables; understanding how the world works, thinking like humans and not mathematicians and finding a balance between data and intuition.
Where a typical Inbound Marketer looks at the data and automates a process, the Intuitive Marketer tries to see a deeper connect. An example would be with email open rates. A typical Inbound Marketer suggests the best days and times to send emails solely based on data. The intuitive marketer however understands that different people open email for different reasons and tries to look for a pattern with those that open and interact and those that don’t. In reality, nobody ever closed a sale because they sent email out every Monday at 12:00PM.
While data might point in one direction it has to be balanced with other considerations. There should be room within an organization to make some accommodation for things that are important to that organization. Intuitive marketing involves making educated guesses based on what we know from our own human experience, prior experience in our jobs and observations as marketers and people being marketed to.
So while data is the core of any process, intuition must plant the seed in your inbound strategy.