15 Things Creatives Need to Understand About Marketers

15 Things Creatives Need to Understand About Marketers

The relationship between creatives and marketers is a delicate dance.

Both bring invaluable yet distinctly different skills to the table. When they understand each other and work together seamlessly, magic happens. But all too often, these two tribes speak different languages.

Creatives rightly prioritise artistry, inspiration, and vision. Marketers live in a world of data, analytics, and strategy. Frustration ensues when expectations aren't aligned.

But it doesn't have to be this way. With more mutual understanding, creatives and marketers can become dream teammates. This guide will explore the essential things creatives need to know about the mysterious marketing mind.

Marketing funnels are extensive paths that guide potential customers from the awareness stage to purchasing. These funnels encompass stages like awareness, interest, decision, and action. Each phase requires distinct strategies to move prospects closer to conversion.

Creatives can benefit from understanding these stages. By aligning their design and messaging with the right funnel stage, they can enhance the effectiveness of marketing efforts. For instance, visuals that catch attention are perfect for the awareness stage, while detailed, solution-oriented content suits those in the decision-making phase. Recognising this flow helps bridge the gap between creativity and marketing objectives.

Marketers Speak a Different Language

Marketers toss around terms like “customer avatar”, “conversion funnel”, and “lifetime value.” Meanwhile, creatives are focused on “conception”, “art direction”, and “UX.” At first glance, we're talking about completely unrelated topics.

To work together effectively, creatives need to get familiar with some marketing lingo:

• Personas: Detailed profiles marketers create to represent customer segments. This helps guide messaging and content creation.
• Conversion: When a visitor takes a desired action like signing up, purchasing, etc. Marketers obsess over increasing conversion rates.
• Calls-to-Action (CTAs): Buttons or links that encourage visitors to convert. CTAs are a vital tool for marketers.
• Landing Pages: Web pages built specifically to convert visitors rather than inform them, focused entirely on getting users to take action.

Mastering a few basic marketing terms goes a long way. Creatives who try to learn this new vocabulary will gain significant credibility with their marketing teammates.

Marketers Rely Heavily on Data and Testing

Creatives tend to make decisions based on intuition, emotion, and experience. Marketers lean almost entirely on complex data and rigorous testing.

What resonates visually or seems inspiring to a creative may not achieve results in the marketplace. Marketers care most about what converts, what generates ROI, and what drives growth.

It can create tension when creatives dismiss data or resist testing new options. However, avoiding a “gut vs. data” standoff is easily achieved when creatives appreciate the marketer's mindset.

If creatives embrace testing and champion data-driven decisions, they become invaluable marketing partners. An openness to experimentation and analysis leads to better work all around.

Various analytics tools empower marketers to understand customer behaviour and measure campaign success. Google Analytics provides insights into website traffic, user demographics, and engagement patterns.

HubSpot, known for its integrated platform, offers tools for lead tracking and customer relationship management. Salesforce is another widely used tool for its comprehensive customer data management features.

These tools enable marketers to gather actionable insights, allowing creatives to tailor their designs and concepts to meet specific audience preferences.

Collaborating with marketers on these platforms can open avenues for data-driven creativity, ensuring designs are aesthetically pleasing and purpose-driven.

Things Creatives Need to Understand About Marketers

Here are 15 key things creatives need to know about the mysterious marketing mind:

1 – Marketers Are Strategists, Not Just Tacticians

Many creatives assume marketers are all about tactics – executing one-off campaigns and promotions. However, savvy marketers spend much of their time in strategic mode.

They analyse customer data to spot trends and opportunities. They map comprehensive plans to launch products and engage audiences over months or years. The tactics come later.

Understand that marketers are big-picture thinkers who care deeply about positioning brands for long-term success. Work with them early in strategic planning, not just campaign execution.

2 – Metrics drive them…

Marketers live and breathe metrics. They need to demonstrate how their work impacted the business. Metrics like leads generated, sales influenced, and ROI matter.

While you focus on the creative process, marketers fixate on quantitative results. They'll press you for data on how your work will connect with customers and drive measurable outcomes.

3 – …But They Don't Completely Dictate Decisions

Just because marketers are metrics-focused doesn't mean they'll choose generic, bland, creative concepts. They know breakthrough work builds brands and drives results over time.

Marketers aim to balance metrics with memorable storytelling and experiences. Be ready to make a strong case for bold ideas tied to strategic objectives. Help them feel comfortable pushing boundaries.

4 – They're Always Juggling Multiple Priorities

Junior marketers may focus on specific campaigns or tactics. But marketing directors and VPs juggle a continually shifting set of priorities across teams, projects, and budgets.

One week, digital ads are the priority. The next is a press release for a partnership announcement. And all the while, they're debating next year's budget with the CFO.

When working with marketing leaders, understand they're pulled in many directions. Check in frequently to ensure you're aligned on priorities.

5 – They Speak a Different Language

Marketing has its dense lexicon spanning channel strategies, metrics, buyer journeys, funnels, and much more. Expect lots of jargon and acronyms when talking to marketers.

Be bold and ask what something means in plain English. Marketers who can translate concepts into understandable language have an advantage. Avoiding jargon also helps cross-functional teams collaborate.

6 – They're Always On

Today's marketing never sleeps. With websites, social media, mobile apps, and more to manage – it's 24/7/365. There's always an audience online somewhere to engage.

For creatives used to more contained projects and timelines, marketing's nonstop rhythm can be jarring. Understand that marketers are often stretched thin trying to feed the content beast.

7 – They Know Creativity Takes Time

Speaking of timelines, seasoned marketers understand that creative work can't be rushed. They account for adequate conception, revision, and approval cycles.

However, they also can't afford extended production times that hold up campaigns. Explain your process so they can plan accordingly. If you need more time, make the case early on.

8 – Collaboration is Second Nature

Marketing teams thrive on collaboration. They're used to working cross-functionally with creatives, sales, product teams, PR, and more.

Collaboration maximises reach and alignment. But it also takes time, patience, and compromise. Be ready to explain your perspective and ideas to multiple stakeholders. Learn to receive feedback diplomatically.

9 – They Avoid Tunnel Vision

The marketing landscape evolves at warp speed. What works today becomes obsolete tomorrow. Savvy marketers stay on top of trends and keep an open mind.

While creatives dig into crafting campaigns, marketers also explore the next big thing. Try to learn about emerging tech, platforms, and strategies from them.

10 – They Speak Customer

At their core, marketers are obsessed with customers – their needs, motivations, and desires. They become quasi-anthropologists studying target demographics and psychographics.

Marketers constantly ask, “How will customers react?” and “What do customers want?” Catering creative work to customer needs is critical. Talk to marketers early on to absorb their customer insights.

Content marketing involves crafting valuable content that attracts and retains audiences. Creatives can excel in this realm by crafting engaging narratives that resonate with viewers. By focusing on storytelling and relatable visuals, creatives help convey authentic brand messages.

Engaging content doesn't just inform; it inspires action, fostering a deeper connection between the audience and the brand. Close collaboration with marketers ensures the content aligns strategically with overall goals.

11 – They Avoid Silos

Too often, creative and marketing teams operate in silos. But marketers know this limits success. They aim to build bridges across functions.

Be willing to interact directly with sales, product, and other teams. Participate in cross-functional meetings when possible. Break down silos by sharing insights into the creative process.

Agile marketing methodologies embrace flexibility and adaptability. This approach encourages rapid iterations and frequent feedback to optimise campaigns effectively.

Creatives involved in agile processes can enjoy creative freedom while reliably meeting marketing goals.

By participating in agile practices, creatives can quickly adapt their work to real-time data and audience responses, ensuring campaigns remain relevant and engaging. Regular collaboration aligns the creative process with marketing efforts, enhancing overall productivity.

12 – They Never Stop Testing

Many creatives treat their work like fine art. Perfect as is. However, savvy marketers test concepts, offers, and assets continually. They're always looking for improvement.

Don't be offended if marketing wants to test multiple headlines, images, or calls to action. The data helps optimise engagement and conversion.

13 – They Focus on Cost Efficiency

Marketing budgets are not what they used to be. Teams are pressured to maximise results on tight resources. Marketers obsess over maximising campaigns' cost efficiency.

Be ready to discuss options at different budget levels. Explain if aspects of your work directly impact costs. Offer cost-effective alternatives if possible.

14 – They Thrive on Partnership

Marketers don't hand off campaigns and expect finished products. They see creative collaboration as a partnership rooted in trust and teamwork.

Keep communication open throughout conception and creation. Be receptive to feedback. Share progress frequently to avoid surprises. Treat marketing as collaborators, not just clients.

15 – They Want Your Creative Instincts

No doubt, marketers rely heavily on data. But they also long for partners who bring creative intuition and inspiration.

Don't hold back your wildest ideas and instincts. Push marketing beyond their comfort zone. Offer an outside perspective they don't get in metrics.

Takeaways for Creatives on Working with Marketers

The gulf between creatives and marketers is not nearly as vast as it may seem. With the proper understanding and alignment, these two tribes can accomplish incredible things together.

Key Takeaways for Creatives

• Learn basic marketing terminology to improve communication
• Embrace data and testing as tools to drive better creative
• Support marketers in delivering concrete business results
• Advocate for adequate time for creative development
• Speak up when data paralysis sets in

We all want the same thing: To do work we're proud of that delivers tangible results. When creatives grasp the marketer's reality, they become more effective partners.

And marketers must remember that creativity and inspiration are not the enemy. They are essential ingredients even in the most data-driven marketing efforts.

Creativity and marketers can do their best work with mutual understanding and respect. And when this dream team comes together, magic happens.

Frequently Asked Questions About Creatives Working with Marketers

Here are some common questions creatives have about collaborating with marketing teammates:

Collaboration comes far more naturally when creatives genuinely try to understand the marketer's world. Bridging this typical divide requires consistent communication, mutual learning, and developing shared goals.