Transitioning from Marketing to Martech in 2020? Try Shoshin

Martech is a rapidly growing space, demanding attention from every marketer across the board. If you’re looking to adopt marketing technology in 2020, replacing legacy models, you need Shoshin or the “beginner’s mind.” Read on to know:

• What is Shoshin?
• Five ways to leverage Shoshin in transitioning from marketing to martech  
• What’s next for marketers?
   

Digital marketing is now a staple for any company, regardless of how many years they have spent in business. Marketers can no longer afford to hold onto legacy-era strategies and avoid the use of technology. It’s no surprise, therefore, that the global marketing technology (martech) segment is expected to grow at an 8.3% Compound Annual Growth Rate (CAGR) in the next five years, reaching $16.5 billion by 2024.

However, going from legacy marketing to a next-gen martech stack can be a big move. How can you streamline this transition in 2020? Try embracing a Shoshin mindset.

Learn More: Future of the Martech Stack

What is Shoshin? How can it Help Marketers?

Shoshin is a philosophy taken from the Zen principles of Buddhism. Shoshin refers to a “beginner’s mind” where you let go of ideas learned over the years, and approach new ones with an open mindset. This can be harder than it seems.

The discipline of marketing has been around for centuries and veteran marketers will inevitably carry forward specific views, shaped by years of experience. This isn’t always a good thing. Without a Shoshin mindset, you risk:

• Force-fitting legacy era strategies to a tech-driven landscape
• Investing in ineffective marketing technologies driven by hype
• Holding onto team members without digital expertise, instead of reskilling and hiring
• Getting overwhelmed by the sheer numbers of martech platforms available today
   

Shoshin encourages you to start afresh, discarding preconceived notions gathered from past experiences. Let’s look at how you can incorporate this approach when embracing marketing technology in 2020.

Learn More: 3 Marketing Transformation Priorities for CMOs - in conversation with Debbie Qaqish

5 Tips to Leverage Shoshin for Successful Martech Adoption

Shoshin is particularly beneficial for senior marketing professionals who have spent years in this domain. Just because a tactic worked in the past, doesn’t mean that it will remain relevant to future requirements. For example, a catchy tagline plastered across physical billboards in prime areas of the city was once enough to capture attention from customers. Today, this needs to be complemented by a digital strategy which uses a full suite of martech tools, ranging from social media to email marketing, all driving home the same message. Shoshin opens your mind to these possibilities – here’s how to leverage it:

1. Start by assuming that you do not know anything
 

Interestingly, a similar philosophy is attributed to Socrates as well, who is known to have said the following: “I know that I know nothing.” This fits into the Shoshin concept as well. Start by assessing the knowledge gathered over the years and honestly identify any gaps.

Also, you need to accept that some of the knowledge previously acquired might become obsolete in the digital era. This helps to imbibe new ideas in martech more quickly and identify which platforms will be of most use in your organization.

2. Do not try to dominate every discussion
 

Shoshin is all about collaborating with others and imbibing multiple points of view. That’s why you do not need to lead every conversation you have.

Imagine a scenario where a group of interns is discussing a cutting-edge martech tool that’s just become available. While they are arguing about its pros and cons, it’s best to try and learn something new, instead of recalling an experience you might have had in the past. Over time, this will accelerate your understanding of the martech landscape.

3. Argue against as few points as possible
 

A big part of Shoshin is giving others the benefit of the doubt. You should be open to the fact that the person you’re talking to or an idea you’re currently exploring, is correct by default. Don’t argue against it – instead, seek confirmation for the idea and slowly build up a hypothesis.

This will ensure that you’re open to as many possibilities and opportunities as possible; this is critical when transitioning to martech as this is an extremely diverse marketplace. An open mind is the first step to finding the right tool/s.

4. Don’t think in black and white
 

After years of experience, it is only natural to be confident about which strategies will be effective, which ones are likely to fail, and the direction in which your brand is headed. But there are also several grey areas in-between that deserve your attention.

To take a simple example, you might think Salesforce is the world’s leading CRM, and therefore, the best fit for your company. Conversely, you might perceive that its cost component immediately negates Salesforce adoption. But the ideal approach might be somewhere in-between – you could start with Salesforce for Small Business and slowly scale up. Shoshin is key to arriving at simple, but effective grey area answers like this one.

5. Be careful of building a context where none exist
 

As human beings, we are naturally prone to adding a context around every event, but this can significantly deter our decision-making capabilities. Someone recommending a new marketing strategy doesn’t mean that they have a personal agenda or is against your beliefs. It simply means that the person feels the new tool or strategy would be a good fit for the company.

In situations like this, avoid adding a context where none exists, and go back to point no. 3 (don’t argue and seek confirmation).

Learn More: Follow The Latest Digital Marketing Trends to Increase Your Revenue

What Next After Embracing Shoshin?

There are many in which the principles of Zen can help you on your journey from legacy marketing to marketing technology. Shoshin or the “beginner’s mind” is only step No. 1. Once you have let go of preconceived notions and invited a free flow of ideas, it’s time to explore the following three concepts:

• Fudoshin – or the immovable mind: Stick to your decision about the martech tools selected and obtain buy-in from the C-suite with confidence.
• Mushin – or without/no mind: Implement your chosen marketing technology without second-guessing the decision or looking too far ahead.
• Zanshin – or remaining mind: Sit back and relax, while observing how your martech tools play out; patiently wait for results.
   

Saying goodbye to traditional marketing processes, that have been in place for years, can be a daunting task. That’s why Shoshin is such a useful methodology for marketers, clearing the mind, paving the way for innovation, and maintaining the agility required to stay ahead in the digital era.

Have you tried Shoshin as part of your marketing approach? Tell us about your experience on LinkedIn, Facebook, or Twitter. We would love to know how this philosophy impacted you!