Has your marketing team ever made one of these three mistakes?
Marketing Mistake #1: Let’s Do Something Because Everybody’s Doing It
“Everybody needs some case studies, right? You have to have a blog, right? You can’t be a real technology company without a stack of whitepapers, right?”
Marketing Mistake #2: Let’s Do Something Because Nobody’s Doing It
“None of our competitors have an Etsy page, so to stand out, we’re going to do that.”
Marketing Mistake #3: Let’s Do Something Because Sales Needs It
“This one sales guy said he’s this close to closing a really big deal, and all he needs is for us to have a booth at this one conference in Barcelona where the buyer’s going to be next month.”
None of those seem like good reasons to spend product marketing resources. If your team has run a marketing activity based on those kinds of decisions, leave a comment below letting us know how it’s gone for you.
How Should We Decide What Marketing Should Invest In?
Here’s an approach that works for me and my clients:
- Map out the customer’s buying process
- Understand the needs and frustrations of the people involved
- Identify the obstacles preventing prospects from purchasing from you
- Create marketing materials to help your prospects get past those obstacles
This is a simplification, but it can help avoid some of the more common traps.
If you can’t figure out how a customer would be moved closer to making a good decision because of something you do, why would you do it?
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