Lessons from Election Season: What Marketers Can Learn

I’m not going to get political here—no personal beliefs, no hot takes. But as marketers, we can learn a lot from the recent election season. Elections, like our own campaigns, are a showcase of strategies, messaging, and mobilization efforts, all aimed at influencing and moving people. 

And, like any good campaign, the results often leave everyone asking, “What worked, and what didn’t?”

Think about it: campaign teams, analysts, and strategists spend countless hours planning, polling, and forecasting. Those polls, much like the forecasts we use in marketing, can sometimes hit the mark perfectly. Other times, they completely miss the audience's pulse. 

When everything goes right, there’s a natural instinct to assume that every piece fell into place seamlessly. We like to believe that every team worked in perfect harmony, each strategy perfectly aligned to put the candidate, or brand, in the winner’s circle.

But in truth, success doesn’t always mean that everything went perfectly or that everyone agreed at every step. Sometimes, it’s the small adjustments, the unexpected moments of collaboration, and the willingness to adapt that really drive a campaign to victory. 

When the results don’t turn out as expected, the instinct is often to start pointing fingers. The marketing team says the product wasn’t right. The product team argues that the messaging missed the mark. Meanwhile, others say both were fine—it was just the mobilization plan that was lacking.

But here’s the truth. Just as in politics, successful marketing doesn’t depend on one single element. It’s the sum of all its parts: the product, the messaging, the strategy, and the mobilization. Every campaign brings together different teams and skill sets, each contributing something vital to the outcome. And while the instinct may be to pass the blame when things don’t go right, the real insight lies in stepping back, analyzing each piece, and understanding the bigger picture.

So, as we look at the lessons from this election season, let’s remember that marketing, like politics, isn’t about perfect predictions or flawless execution every time. It’s about continuous learning, adapting, and making sure each piece of the campaign puzzle works together. 

Because in the end, success comes from unity, clarity, and a willingness to look back and learn.

Episode 46: Blending Tech & Strategy: B2B Tech Sales Complexities | Mark Donnigan

In this episode, Steve sits down with Mark Donnigan, a versatile professional with a computer science, music, and revenue strategy background, offering a fresh perspective on B2B marketing. Their conversation dives into the complexities of B2B tech sales, like extended sales cycles in fields such as video encoding integration, and the shift in marketing from traditional brand promotion to fostering industry-wide dialogues and building community connections.

Mark emphasizes the importance of understanding customer problems beyond product specs, particularly in technical environments. He discusses the need for marketers to deeply understand their industry, customer needs, and how to position a product as a solution. He also shares insights on maintaining credibility and avoiding the pitfalls of operating in a "marketing bunker" by staying connected with real customer feedback and direct conversations.

Key takeaway: Success in B2B tech marketing hinges on empathy for customer challenges, fostering industry dialogue, and positioning products as solutions, focusing on credibility and open communication.

Episode 47: Leveraging Thought Leadership and Podcasts for Authentic B2B Engagement | Mark Colgan

Steve connects with Mark Colgan, a seasoned B2B sales and marketing expert with 14 years of experience. They explore Mark's journey from recruiting to co-founding a PR agency, where he honed his digital marketing and revenue leadership skills. Mark shares his innovative approach to thought leadership, focusing on interviewing individuals involved with Series A funding and transforming those conversations into meaningful outreach content that drives engagement and conversions.

The discussion also highlights the potential of podcasts as powerful tools for reaching targeted audiences and fostering genuine relationships. Mark offers practical tips on identifying the right podcasts and explains how guest appearances, even on niche shows, can boost visibility and business opportunities. Throughout the conversation, Mark emphasizes the importance of authenticity, audience understanding, and personalized messaging in today’s marketing landscape.

Key takeaway: Thought leadership and podcasts are invaluable for authentic engagement in B2B, helping initiate conversations, build relationships, and increase conversions by focusing on genuine, non-salesy content and personalized outreach.

Episode 48: Transforming Businesses: Community to Member-Led Model | Mark Kilens

In this episode, Mark Kilens, a veteran marketer with over 15 years of experience from prominent organizations like HubSpot, Drift, and Airmeet shares his perspective on transforming a business from a community-led to a member-led model, explaining how this shift can enhance engagement and customer loyalty. He also discusses the process of creating a new category in a crowded B2B market, drawing on his extensive experience to outline strategies for differentiation.

The conversation explores future trends in inbound marketing, with Mark offering advice for B2B marketers looking to stand out by adopting a CEO's mindset—focusing on strategy, innovation, and growth. Mark also provides candid insights from his time at HubSpot, particularly its unique workplace culture and its influence on his marketing approach.

Key takeaway: Transforming to a member-led model, embracing a CEO's mindset, and creating distinct value in a saturated market are essential strategies for B2B marketers aiming to build impactful, future-ready brands.

Stay tuned for more discussions from industry experts in our upcoming episodes!

Embracing New Ways to Engage Audiences

The recent election season has shown us that the media landscape has transformed dramatically, and it’s changing how campaigns reach and engage people. One of the most intriguing developments is the role of podcasts in the political arena. Candidates used to rely on traditional media outlets for exposure, but now, they’re finding new, direct ways to reach audiences—just like we see in the marketing world.

Take Trump’s three-hour conversation with Joe Rogan, for example. A podcast format like this isn’t just about reaching a large audience; it’s about giving people a chance to really get to know a candidate. For three hours, Trump could dive deep, share stories, and reveal his personality in a way that’s impossible in a standard interview or debate. On the other hand, Harris’s campaign didn’t take advantage of the same opportunity, and she didn’t end up having that same long-form platform to share her story. She did take advantage of other podcasts with large reach, but being a guest on Joe Rogan’s podcast would have given her the chance to reach a key audience.

It’s fascinating to watch this shift. Ten, fifteen years ago, no one would have thought a presidential candidate would be spending hours on a podcast as a campaign strategy. The media landscape was different, and so were people’s habits. Today, audiences aren’t just looking for quick soundbites. They want more depth, more authenticity. They’re tuning into long-form conversations on platforms like Rogan’s or other popular podcasts because they crave that connection and insight.

And there’s a huge lesson here for us in B2B marketing. Just as politicians are finding new ways to connect, we have a whole toolkit of platforms and formats to engage our audiences more deeply. Podcasts, for example, are an opportunity for B2B brands to go beyond the pitch and share stories, insights, and even mistakes in a way that feels real. It’s a way to build trust and create that “I feel like I know them” vibe.

If the election season shows us anything, it’s that the old rules are shifting. Just as campaigns are branching out into new media to reach people, we can think about fresh approaches that resonate with our audience on a deeper level. It’s no longer just about pushing out content; it’s about fostering genuine connections. And whether we’re selling software or sharing industry insights, that authenticity is what keeps people listening.

Last Laugh: A Fun Meme 

And with that, we've reached the end of our newsletter journey. 

Keep smiling, stay creative, and remember: in the world of marketing, it's those who dare to be different that make a lasting impact. 

Stay bold, stay inspired.

Until next time, happy marketing!

Steve