Mistakes and failures are a natural part of marketing; it comes with the job.

We've all heard "Fail fast" or "Failing to plan is planning to fail." I know there are lots of opinions on the matter.

Regardless of your approach to experimentation and failure, what you do with the information learned matters.

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One of my biggest mistakes happened a few years ago. Chasing after some sweet marketing development funds, I rushed through a campaign to introduce the company to a new audience. In a rush to meet a deadline, I cut the campaign down to two mediums. Essentially putting all my eggs into one basket.

Worse yet, the campaign just focused on pain points. There was no storytelling or humanizing of the company—just bland pain points meant to appeal to as wide an audience as possible.

It fell flat.

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Remember, business is human. Tell a story and be relatable. Show an interest in understanding your prospect's business. It goes a long way to being a better marketer and hitting your goals.

Beware of short deadlines and the compromises they ask of you. Ask yourself if you can do everything you know you should do for the campaign to succeed. People consume information differently: video, short text, long text, audio, self-discovery, word-of-mouth, etc, so prepare your story in as many formats as possible to be heard.