Your Marketing Results Are Not In Your Control

Two weeks ago GoDaddy’s outage knocked numerous sites offline for an extended period of time.

On the same day, this site (B2B Digital Marketing, in case you are reading this elsewhere) received more search traffic than ever before.

Google search traffic was up 20% over the previous one-day high and was nearly 40% higher than the average from the prior three weeks.

The increase wasn’t because of great search engine optimization. It wasn’t because of great content. It was because other good (or better, according to Google) sites were simply not available, offline because of the GoDaddy outage. Traffic that would normally have gone elsewhere ended up here.

The B2B Marketing Implication

As a marketer, you have objectives that may range from sales to leads to unaided awareness. However, a significant portion of your success is beyond your control.

The moves your competitors make, the regulatory changes that impact your industry or the overall economy can multiply your results or sour your best laid plans.

The question is not necessarily what your plan is, the question is what will your plan be and will you be able to move as quickly as your competitors and your marketplace?

Agility in B2B Marketing

Today, more than ever, B2B marketing needs to be well planned and flexible. Chances are your industry is going through more upheaval today than it has in decades.

  • If you are in recruiting, lightweight solutions like HiringThing are bringing new low-cost options into the market.
  • If you are in IT services, SaaS or Managed Services like ZenDesk are not just challenging your solutions but also rewriting your revenue models.
  • If you are RIM, just 2 years ago you were still the smartphone market leader and this week you were begging developers to wait for your BlackBerry 10 introduction rather than give up on you (and your 9% market share) completely.

Like in these examples, many of the most important changes and the biggest opportunities you face will stem from changes that are beyond your control.

Are you ready to respond to these threats and opportunities as they come up? Does your strategy and infrastructure position you to respond to changes as they happen?

Your Turn

Today, are businesses better served by executing a well thought out plan or developing a business and marketing infrastructure that is nimble enough to respond throughout the year to the changes around them?

Share your perspective in the comments below or with me on Twitter (@wittlake).

Photo Credit: by Marcus74id on

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  1. says

    Had to smile at your opening to this blog post. Been there myself. As for your question – It’s not an ‘or’ decision – it’s both. Well thought out INTEGRATED marketing plans and NOT random acts of marketing PLUS staying aware of changes in your market place and nimble enough to make adjustments and changes. Especially in high tech – here today – gone tomorrow – is my view. BlackBerry might just go the way of the dodo bird becuase they didn’t innovate – they didn’t push themselves to look outside their market while they were in a leadership role or react when things changed Sad, as I was a devoted crack-berry addict. And while in marketing I always say don’t let the facts get in the way of a good story…..eventually the facts catch up to you and if the entire organization is not agile – your sunk. This is where product marketing especially has to be agile….backed with solid product management and development.

  2. says

    I build websites for a living, and I was using Godaddy when all that went down. It made quite a mess for me! Gotta love technology!
    HOWEVER, with that being said, I love soclai media marketing because it is the first time, in my opinion, that marketing and advertising is a two way conversation. Customers now have a voice. And it’s a wonderful opportunity to really reach out to potential customers and clients, and find out what they really want. With a bit of planning, and a lot of work, it is well worth it. The world is definitely changing!


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