Marketing in the Digital Age: Lessons from a Maverick Strategist
It’s been two decades since the first edition of The New Rules of Marketing and PR was published. And according to David Meerman Scott, the fundamentals of marketing have remained the same.
The heart of modern marketing is about creating interesting content and truly understanding the people you’re trying to reach. But the tools and strategies have evolved dramatically.
To address these changes, David Meerman Scott joined CMO Huddles to speak about his 9th edition of “The New Rules of Marketing & PR: How to Use Content Marketing, AI, Social Media, Podcasting, Video, and Newsjacking to Reach Buyers Directly.”
Here are the top 5 takeaways from the conversation, which will help B2B marketing leaders navigate the complex terrain of “now” and reimagine their approach.
1. Understand Your Audience Deeply
“Even though it’s 20 years later, marketing is still about creating interesting content, understanding the people you’re trying to reach, and then creating the content for them.”
While others chase trending tactics, the real focus of marketing should be on genuine audience connection. Meerman Scott emphasizes that true marketing success comes from deep empathy and insight. Invest time in truly understanding your customers’ needs, challenges, and aspirations. Go beyond demographic data and create content that speaks directly to their experiences and pain points.
2. Leverage AI Strategically
“Whatever company you work for, take its data and create a proprietary, private database, then use AI to interrogate the data in some way to understand what your customers are doing, what marketing strategies might work the best.”
While others blindly generate AI content, impactful marketers can use artificial intelligence as a strategic tool for deeper insights. Use your company’s proprietary data to uncover unique customer insights, create personalized experiences, and develop more targeted marketing strategies.
3. Master the Art of Newsjacking
“So every company has some area of expertise…and when a story breaks that you can comment on, put out something right away on your blog, on social media, do a video about it, whatever, and get your ideas out there.”
While others wait for opportunities, you could proactively inject your brand into breaking news and current conversations. Otherwise known as newsjacking, this method offers B2B companies a dynamic way to capture attention, boost visibility, and demonstrate relevance. Keep in mind, it’s not about hijacking every news cycle, but strategically aligning your brand with timely, meaningful conversations.
4. Build Authentic Fan Experiences
“The more you can bring people in physical proximity with you and one another, the stronger the bonds will be, and the more likely they are to become fans.”
While others view marketing as a transactional exercise, Meerman Scott encourages marketers to create genuine communities. Here are two examples:
- Savannah Bananas reimagined what a baseball experience can be—turning matches into high-energy, theatrical performances that engage fans in ways traditional teams never would.
- The Grateful Dead revolutionized fan engagement in the music industry. Instead of treating concerts as one-way performances, they encouraged fans to record their shows, allowing free taping sections. This developed a unique relationship with their audience that turned casual listeners into dedicated fans.
5. Real-World Experiences Matter More Than Ever
“When you understand your buyers and you are creating the content for them. You are creating something that will attract them.”
Meerman Scott advocates for creating tangible, memorable experiences over digital. Whether it’s through unique storytelling, behind-the-scenes access, or community-building efforts, brands need to go beyond modern marketing approaches.
Grain Surfboards exemplifies this approach by inviting customers to build their own wooden surfboards, transforming a product purchase into an immersive, personal experience. Instead of mass-producing boards, they allow customers to become part of the brand’s story. This unconventional method turns a simple transaction into a memorable journey that deeply connects customers to the brand’s philosophy and craftsmanship.
The Road Ahead: Marketing with Purpose and Passion in 2025
If 2025 is anything like this past year, marketers are going to have to be incredibly vigilant if they want to cut through the noise. Meerman Scott’s insights offer more than just strategies—they provide a roadmap for meaningful connection. The future of marketing isn’t about chasing trends, but about understanding the fundamental human desire to feel seen, heard, and valued.
The brands that will thrive aren’t those with the biggest budgets or most advanced AI tools, but those willing to be genuinely curious about their audience. They’ll be the companies that turn marketing from a one-way broadcast into a dynamic conversation, that use technology to enhance human connection rather than replace it.
Remember, at its core, marketing remains a deeply human endeavor. Whether you’re crafting wooden surfboards like Grain Surfboards or reimagining a baseball team’s fan experience like the Savannah Bananas, the most powerful marketing comes from authenticity, creativity, and a willingness to break away from the traditional playbook.
It’s time to stop marketing at people, and start marketing with them.
CMO Huddles features private Q&As (“Career Huddles”) with thought leaders like David Meerman Scott every month. If you’re a B2B marketing leader and want to join the next one, reach out to support@cmohuddles.com for more info.