The Marketer’s Toolbox: People + Data

Starting a new job often feels like a quest to uncover hidden treasures: finding the bathroom, locating the coffee machine, and, if you’re in marketing, discovering where the data lives. Once you get that whole bathroom location straightened out, its mission critical for any marketer to find the digital space where data is held and tracked, and identify the people who understand its deeper meaning. Let’s get straight to it: Data is an indispensable tool for marketers. Add artificial intelligence (AI) to that toolbox, and now you’re really cooking with gas. However, what’s often missing from the conversation is the growing need for human connection to keep pace. As AI propels us forward, the craving for the human element and the stories that bring us together will only intensify. Storytelling has weathered centuries of change and won’t be overshadowed by AI. In fact, AI will likely enhance the art of storytelling, making it an even more critical element of business success. Building your organization’s narrative and finding the right platforms to share it—this is where People + Data come into play. Marketing and communication are like peanut butter and jelly—inseparable. A compelling narrative needs spectacular marketing to reach the right audience. Conversely, even the most sophisticated marketing strategy can’t compensate for weak communication. Both elements are equally crucial.

Listening First: The Foundation of Strategy

Before diving into marketing tactics, it’s essential to listen—really listen—to your organization’s leadership. Understand what matters most to them, what keeps them up at night, and where they see the company heading. This insight, coupled with data, will guide your strategy.Here’s the crux: The intersection of people and data is where we’ll hang out in this book. This synergy informs your brand voice and drives your marketing strategy. It’s where your communication efforts find clarity and where your marketing tactics begin to fall into place.

The Importance of Brand Voice

Data doesn’t just inform your brand voice—it keeps it on track. Trends will let you know if any marketing channels are veering off course, while people provide the context that makes the data meaningful. Together, People + Data help craft a brand voice that resonates both internally and externally. Organizations often focus on data—forecasting models, growth charts, and trend lines—without paying enough attention to the narrative that data should inform. Yet, it’s the story behind the numbers that truly connects with people. To attract and retain clients, businesses must shift from transactional connections to building relationships. Throughout my career, I’ve seen marketing tactics chosen without a clear understanding of the business’s brand voice. Leadership often wants immediate results, leading to hasty decisions that don’t align with long-term strategy. But brand voice isn’t just a nice-to-have—it’s the strategic foundation that ties together internal culture and external messaging.

The Power of People + Data

That is the journey that brought me to publishing my book: Brand Voice, People + Data Drive Results. It’s about the impact of brand voice on connecting strategy with evidence-based storytelling. It’s about using People + Data to create a narrative that stirs emotion, builds trust, and drives action. And action is what we want.Brand voice is industry agnostic—it works for nonprofits, corporations, educational institutions, and more. It helps organizations reach their goals while making a meaningful impact on the people they serve.As we navigate the digital revolution, with AI and automation transforming how we work, the need for a strong brand voice is more critical than ever. Let AI handle the repetitive tasks so that people can do what they do best: connect on a human level.A well-crafted brand voice bridges the gap between internal culture and external messaging. It breathes life into your vision, mission, and values, ensuring they don’t gather dust in an employee handbook. It’s time to dust off the cobwebs and get to work, driving both your bottom line and your sense of purpose.

Tired of throwing marketing tactics like spaghetti at the wall?  Learn more about brand voice and the marketing strategy that drives business success.