A key to marketing success is embracing experiments

Marketing is fluid, ever-changing, and dynamic. You can’t afford to rest on your laurels. 

But embracing new approaches and tools is difficult. Change is hard but necessary.

The most successful marketers experiment, take strategic, tactical, and creative risks.

They’re willing to zig when others zag, make mistakes and learn by doing.

Complacency is dangerous. Instead, be bold and courageous.

Start with a series of micro-experiments around new channels, tools, and approaches. Give yourself permission to take risks and push the envelope. Even if an experiment fails, the cost is minimal.

In time, allocate 10% of your marketing to experiments and getting out of your comfort zone. There’s no better way to learn.

More: I’m speaking about brand storytelling at the Full Funnel B2B Marketing Summit, which happens Sept. 20 to 24. You can get tickets for free.