Every year, marketers have a new “sacred cow” — we record podcasts together, implement end-to-end analytics, create AI assistants, basically everything that trendsetters bring down through conferences, webinars, and blogs.
The latest trend is endless collaborations.
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Doing something in partnership is cool, but when a tool becomes mass-market, it often loses all its content along the way. A collaboration, for example, can easily be turned into a passing commercial special project that will simply spend the budget and everyone will forget about it a day after the release.
A real collaboration , in my understanding, is not two logos on a poster or a T-shirt; the context must be much deeper. First of all, it is a joint statement for which all participants in the collaboration are responsible. And such a partnership must come b2b email list from shared values, not only personal, but also corporate ones. For example, your potential partner speaks to the entire market about equality, inclusion, and modern approaches to hiring, but you fundamentally do not hire zoomers and people over forty.
The example is exaggerated, but it is all the more obvious that your joint efforts will look dubious from the outside.
To think that “the majority will not notice” is short-sighted – those market players who might have wanted to work together, but now will not, will notice. And this is the most unpleasant thing. And even more unpleasant – the falsehood is also why your business should employ scrum for project management considered by clients who, contrary to expectations, do not live only in the reality of business brands, but are members of communities, discuss news, worry.
Therefore, when someone knocks on our door and asks, “Let’s come up with something together?”, my team and I take a significant amount of time to think about it.
Because any such cooperation has objective risks:
You want to feel the mechanics of collaboration, but your partner doesn’t really want to. It will be like a Tinder date that initially failed – you will be marketing list the driving force of the entire project. You will pitch, present, look for partners, ask contractors for discounts, and then you will wake up and ask yourself – how did it happen that only one team is involved, and the second one turns out to be a guest star?