Seth Godin’s new book This is Marketing sums up the lessons of his previous books.
In the past Marketing was Advertising. Many Brands and businesses used to buy ads to interrupt prospects in the hope that people would buy. However, with so many media channels, the advertising of yesterday has lost its effect.
What this means for Marketers is that they need to build trust, engagement, community and earn permission to contact prospects and customers. With the ever-increasing privacy legislation such as GDPR, Marketers will pay a high price for SPAM.
Also, today there are many micro-markets of products and services as opposed to one mass-market. Frequency has surpassed reach in terms of effectiveness. Marketers need to tell a compelling story that resonates with the people they seek to serve.
Marketers need to improve their knowledge of customers to enhance the customer experience and engagement. Brands need to have conversations with customers as opposed to talking at them.
Ideas that jumped out at me while reading and listening to the book
Seth dissects Marketing, showing the reader that today’s successful marketer is generous and gives value to the customer as opposed to stealing their attention.
Chapter 19, the chapter on funnels is very interesting because it shows how to look at the funnel in a new way.
Seth explains how to shorten the sales cycle by making it easier for prospects to engage and purchase a product.
He demonstrates how to do funnel math to see if and when marketers should advertise using paid ads along with how to know if ads will pay for themselves.
In this chapter, Seth shows how marketers should focus on serving micro-markets as opposed to the mass market.
This idea is illustrated in Jeff Moore’s book Crossing the Chasm. Seth takes this concept, and explains how to move a product from micro-markets to the mass market but surprises the reader by demonstrating that marketers can be successful by catering to a micro-market.
Seth illustrates this in the long tail concept where he shows that hits are exceptions to the rule. Instead he shows that selling a lot of different products to different people is the way that most marketers will find success today and in the future.
What is next in Marketing? Comment and share.
I have had the pleasure of meeting Seth on two occasions. Here are videos and pictures of the talks.
65 % of Consumers say their loyalty is influenced by companies sending personalized messages.
52% of Customers are likely to switch from a brand if they do not make an effort to personalize communications to them.
Customers need a consistent experience with Brands across all touch points.
Retail Shoppers that click recommendations spend 5 times more per visit.
79 % of Salespeople who use Social Media to sell outperform those that don’t.
Here is a Keynote from Salesforce CEO Mark Benioff.
Salesforce does a great job of providing information on industry trends. Everyone who attends Salesforce World Tour and/or Dreamforce is a Trailblaizer. The company brings people together and builds a community.
What insights do you use to make Sales and Marketing decisions?
Sales reps can only be as good as the product and message they represent. Before companies can hire Sales reps, they need a great product with messaging that conveys the benefits to customers. Sales reps need support from marketing in the cross functional organization of tomorrow. The messaging should be able to prevent customer objections. Unfortunately, this is where many Marketing departments fall short.
image via Salesforce.com
Many people who get hired in marketing, lack a sales background and have no idea on how to handle customer objections.
In addition, many people in Marketing lack the background and understanding of how people learn. Teachers and psychologists have this training. Understanding how people learn can make product messaging more effective because it can be presented in multiple formats. Many people in marketing lack practitioner experience and as a result marketing is not as effective as it could be. Practitioners are especially under represented in the Marketing function of many EdTech companies and this needs to change. Now I will make a case for hiring Sales Reps, Teachers and Industry practitioners in marketing.
Case for hiring ex Sales Reps
Knows how to handle objections which can be applied to message
Experience dealing with customers, knows customer pain points
Sees how end-user uses the product
Can increase sales using Sales expertise to make messaging customer centric
Can assist with Sales and Marketing Alignment as companies need to work cross functionally
Understands the issues Sales Reps face and has the credibility of being a Rep when collaborating with Sales Teams
Experienced obtaining , qualifying and converting leads to Sales ie Lead gen/demand gen
Hiring Industry practice experts
They are the customers and understand the pain points better than any market research should be in leadership roles
Healthcare does this with Doctors, Dentists
Tech does this with programmers and engineers.
Why not EdTech!
Can increase Sales because they are the customer and understand the pain points because they have experienced them in the job
This is the best market research/ buyer persona there is!
Case For hiring ex Teachers
understands how people learned
skilled at tailoring content for understanding based on learning needs
Today’s marketing is about educating customer and earning the right to market to them as they can educate customers
Why it is not Good enough to just place them in Sales
People in Sales are not involved in the creative process and cannot change their cards and company messaging.
They cannot address weaknesses in messaging and product.
The Marketer of Tomorrow
Has all of the above in their background or at least a Sales background at a minimum.
Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign and a Digital Marketing Conference.
Prior to teaching, Dan served customers as an Outside Sales and Marketing Rep in NYC. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.
He writes and publishes a business blog on the topics of Sales, Marketing and Social Media entitled Sales, Marketing & Social Media Today; which has grown to 24,000+ followers on LinkedIn and 19,000+ on WordPress.
Dan is seeking a full-time marketing role in Marketing. He is willing to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.
There are many exhibits at the New York Auto Show that showcased innovations and technological advances in the automotive industry. After two days of coverage on the press preview days, I am going to share my favorite product unveils and displays. This year, I also did a video walk through of the show floor to provide an inside look.
If you are in the New York area, checkout the New York Auto Show. The New York International Auto Show is open to the public from Friday, March 30th to Sunday, April 8th, 2018. Tickets cost $17 for Adults, $7 for Children, pricing for groups and tours can be found on the website. For more information go to http://www.autoshowny.com/tickets.
What cars and trucks do you want to see? If you have attended the show, what was your favorite exhibit?
Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include Start Ups, Political Campaign and a Digital Marketing Conference.
Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.
Dan is seeking a full-time marketing role. He is interested in roles in Direct, Digital, Content and Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.