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One thing I've noticed is very different about the go-to-market process now than it was even a couple of years ago, is that from a marketing perspective we can't continue to be as downstream as we have traditionally been able to be.
As marketers, we have to be a lot closer to inception, we have to be a part of the entire process from idea - enterprise in order to tell the right story.
Now we have hyper targeted emails, in-app messages, push notifications, experiential marketing, and guerrilla marketing. There's so many different avenues to get to our users, we have to be more focused on being connected to the actual product experience, so we know how to tell the right story in these nooks and crannies that we're now finding ourselves telling stories in— versus the big mass vehicles that we used to have.