8 REASONS PEOPLE BECOME BULL$H!# MARKETERS

You have a process for Operations, Finance, HR, Purchasing...You need a system for your Marketing too. Don’t fall prey to Wedding Crashers Syndrome.

Are you combining Sales & Marketing?

Are You Mad Men or Silicon Valley? Learn how to leverage BOTH the art and science of marketing.

Three different tribes because no company serves everyone, no one can be all things to all people. Segmentation and Positioning enable you to focus on the specific people you want and need to serve. Targeting, reaching and influencing your ideal customer segments grows the top and bottom line.

Remember the SNL skit? Well most companies also blur the line on Marketing Strategy and Tactics and focus too much on Tactical Marketing Metrics instead of Strategic Marketing KPI’s. Measure what matters and adjust your Marketing on an ongoing basis to achieve a better ROI.

Yes, we sometimes overlook the obvious and could use Hotels.com’s Captain Obvious to tell us not to neglect two key target markets that should be obvious: Employees and Referral Sources. Market to them in the same way you market to customers and prospects.

That famous scene in the Social Network movie about Facebook sums it up. Words matter. What’s your Big Idea? Find out by answering your two why questions: Your why or reason for being and your customers’ why, their reason for buying. Then build Messaging Pillars to support the Big Idea so your key target markets know your story.

Two factors lead to frustration with your marketing team. One is leaders try to justify their marketing team by giving them tactical work that they shouldn’t be doing rather than having them focus on Marketing Strategy. “Hey, can you make this deck look pretty?” The other is the lack of clarity on who’s doing what and why? You need activities and accountabilities agreement for any person (internal or external) who touches anything in Marketing, PR and Communications.