Marketing should be pure OFFENSE.
The problem is that B2B marketing has become increasingly systematic over the past 2 decades filled with so much technology & no common sense.
When you work for a company that doesn’t get Marketing, it’s obvious. Because you spend all your time playing defense, not offense –
1. You stop doing any real Marketing and instead spend all your time trying to prove things are working with attribution that 100% shouldn’t need to be proven & are totally common sense.
2. Most of your activities aren’t actually Marketing. It’s Digital Sales using “marketing channels”. Because the company mindset about Marketing is completely broken – they see Marketing as “Sales Assistant” or “Lead Gen”.
3. You are always behind on your goals (because you have the wrong goals) so you spend all your time trying to keep your head above water. There is zero opportunity to innovate.
4. Companies are so tech & data & metrics obsessed that Marketers never spend time with customers, prospects, or the market, which ironically is the foundation of effective Marketing.
5. They only think about making changes in Marketing when things are going wrong, not to capitalize on new opportunities.
6. They obsess about performance over the next 90 days at the expense of all long-term Marketing innovation & success.
But here’s the truth:
Marketing should be pure OFFENSE.
Marketing should be all about understanding customers.
Marketing should be all about deeply respecting how buyers want to buy.
Marketing should be all about being agile & responding to customer behavior changes.
Marketing should be all about creativity & trying new things & innovation.
Marketing should be about setting the right targets & exceeding those targets EVERY. SINGLE. QUARTER.
Marketing should be all about capitalizing on major opportunities that change the trajectory of your company.
Marketing should be pure OFFENSE when executed properly.
#marketing #demandgen #b2b
source
