Ask the owner of any company if they do marketing, and chances are, they’ll immediately answer, “Yes, of course.” But truth be told, most are not applying the same level of strategy and rigor as they do in other parts of their business.
More often than not, they’re marketing the way they always have: They run a few ads in their industry’s trade magazines, exhibit at trade shows and send out a few direct mail pieces and emails to their prospects each year. And, as time permits, they may push a few posts out to social media.
Wash. Rinse. Repeat.
The majority of businesses view marketing as a cost center. A necessary evil. Something they must do to keep their name in front of their prospects and customers. They don’t consider it a business function that contributes to the bottom line.
As the needs of their customers have evolved, this traditional “shoot from the hip” approach to marketing has been yielding a diminishing rate of return. It’s getting harder than ever to grow leads and sales.
The hard dose of reality is that these business leaders would NEVER tolerate this informal approach in any other part of their business.
Why do it with marketing?
Marketing needs an overhaul – or at least some new thinking to increase its relevance to customers and demonstrate its bottom-line impact on your business.
In contrast to the status quo crowd, an elite group of companies that leverage marketing as a critical success factor is experiencing growth. How are they doing it differently? It’s:
- Aligned with their key business objectives.
- Focused on clearly defined customer needs – not what they THINK their pain points and problems are, but actual, verified needs that they can address with their marketing and sales efforts.
- Designed with messaging that proactively answers their questions at each step of the customer journey.
- Mapped out in a process that spells out the sequence of messaging needed to nurture their key prospects through the process from awareness to consideration, evaluation and purchase.
That little word “nurturing” is one that almost everyone takes for granted. But it’s more important than you may realize. You see, we’ve all become deeply indoctrinated with the idea of the vertical marketing funnel. You pour in a bunch of leads at the top, and they move from one stage of the buying process to the next. Put in 100 leads at the top, and that yields 5 or 10 sales at the bottom.
There’s only one problem with this visual model: Funnels don’t have “gravity!”
Prospects don’t just magically “fall” from one stage to the next, which is what the shape and orientation of the traditional funnel implies. Prospects must be guided through the buying process. That’s why Cultivate turns the funnel on its side, with prospects moving from left to right. And that’s why today’s effective marketing campaigns require a well-defined process of messaging and measurement.
Without it, you’re just publishing a bunch of content and hoping for the best. There’s too much at stake to leave marketing and sales to chance. Wouldn’t you agree?
It’s time to rethink sales and marketing
Albert Einstein once famously said, “The definition of insanity is doing the same thing over and over again but expecting different results.”
It’s time to abandon status-quo marketing and sales. They’re not working anymore. Here at Cultivate, we believe it’s not only ineffective but irresponsible to continue doing “business as usual” during these turbulent times.
That’s why we’re reinventing sales and marketing into a sharply-honed strategic spear – a tool that can help you to reliably capture the hearts, minds and pocketbooks of your ideal prospects, so you can grow your business.
Watch this blog for details about our revolutionary new marketing and sales framework in the months ahead. Right now, we’re previewing it to an exclusive group of business owners, so we can refine it to be even more efficient and effective.
Join us for an exciting journey as we redefine sales and marketing in 2020!