How Understanding Change Management Makes You a Better Marketer

What this episode covers

Change is hardly a new concept to B2B marketers. You’re dealing with an influx of technology and data. You likely have responsibilities for revenue growth few marketers had a decade ago. The year 2020, of course, is delivering even more change, from remote working to a steep economic downturn that most people weren’t expecting. With all of this change around us, we started asking a few questions: --Why is it some people seem better wired to weather change than others? --Why do some people seem better equipped to effect change in their organization? --Are change agents born or developed? --Is there a connection between the way a prospect or client handles change and the types of messages that resonate with them? For answers to these questions and more, we spoke to change management expert Rob Bogue. As it turns out, an understanding of change management can help B2B marketers in a number of ways: --Change management helps B2B marketing leaders more quickly make changes their teams support --Change management helps team members understand how they can effect change --And understanding the science of change is critical to understanding your clients and prospects, who are looking to create change by adopting new products and services. Podcast Guest After two decades of getting frustrated that the technology solutions he was building weren’t always changing the way organizations communicated, collaborated, and worked, Rob Bogue started studying the successes and failures of his customers. He started reading about psychology, neurology, marketing, history, management, sales, leadership, innovation, engagement, and dozens of other topics. He realized that technology projects are almost always thinly veiled change projects, and without the discipline to introduce change management practices into the process, clients wouldn’t succeed. He now offers an online course called Confident Change Management, which is designed to help people understand the tricks, tips, tools, and techniques they need to successfully navigate change.

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