Burning Questions, Counterintuitive Insights and Surprising Datapoints to Spark Your Imagination
Marketing has known this for years: out of 1,000 people that visit your pricing page or view your webinar or download an ebook, not everyone is interest-ED in the same way in you, but not everyone is interest-ING in the same way to you either.
Another day, another redesign.
A single day doesn’t go by without a post on my Linkedin feed of some startup announcing a major redesign of their website.
I get it, I’ve run an agency for 13 years, always hearing the same stuff:
All things old are new again, I actually just read an article that suggests marketing is all about “storytelling”.
Imagine my surprise at this being a novel idea, I had always thought of storytelling as a fundamental element of good marketing.
Similarly, Revenue (profit), is and always has been the objective of a business.
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Historically there is no company that I’ve seen, been part of, and/or invested in where this hasn’t happened. As far as I can tell, at its core, the situation is the consequence of two foundational issues – first and foremost, marketing and sales teams are measured on metrics that have a fundamentally different nature: quantitative for Marketing Teams and qualitative for Sales Teams.
More is always merrier for Marketing Teams but for Sales Teams, not so much…
In the post-apocalyptic (aka iOS 14) world we’re living in, one of the questions I get more often is along the lines of “My cost to acquire a customer is too high and I cannot afford it. How do I lower it?”
I get it. SaaS is a super competitive space, everyone has a lot of capital available to deploy on users acquisition and they want to grow fast.
On the other side, privacy laws and Apple changes to iOS have reduced the effectiveness of advertising drastically increasing CPC up to XX%.
Still, I don’t care. And you’re asking the wrong question.
Are marketers their own worst enemy?
Thankfully it’s been a while since we’ve dealt with a sustained recession. Since our memories tend to be short we likely forget that budgets get cut during downtimes and especially marketing budgets according to Harvard Business Review.
I’ve had the hard conversations, in good times and bad, justifying marketing strategy, staff, and budget with leaders who just don’t “buy it”.