Category: marketing

The measurement trap

FabrizioLeave a comment

There are many myths in marketing, that marketers would do better forgetting about. Or at least, putting them in the right context.

A/B testing is one such myth. Not because it doesn’t work, it’s a fantastic idea. But the organisations and the marketing teams that can do A/B testing effectively are only a few.

For that, you need a high enough traffic, a high enough budget, a set-up that allows you to track and compare things, and most importantly consistency and patience. And even when you have all of that, more often than not you will get misleading or contradicting results.

Instead of falling in the measurement trap, focus on basics: who is your customer, what they care about, where do they hang out, why should they pick you. This is going to deliver far more solid results than any weak testing you might be wasting your time with.

And the winner is

FabrizioLeave a comment

What is the value of:

  • An award that has your name on it?
  • An award you have paid money to get?
  • An award that is given to everyone who participates?
  • An award that nobody knows about?
  • An award you and your team have worked hard to achieve?

In the end, most people who visit your website can’t really tell the difference. That’s why awards as marketing tools are little more than organizations talking about themselves.

Early stage marketing

FabrizioLeave a comment

If you are a start-up, with a single product, and you sell to other businesses, then product marketing is basically the foundation of your whole go-to-market.

The way you talk about the product, the way you differentiate from other alternatives, the unique point of view that makes you worth considering, the material you need to go out there and influence people, the knowledge of you target customer and of their pains.

Perhaps you can’t afford a product marketer. But make sure that whoever is doing marketing will focus on those things for at least 80% of their time. It will pay off.

The lock and the key

FabrizioLeave a comment

First, you need to figure out what story you have to tell.

Second, you need to figure out who might be interested in the story you have to tell.

Third, you have to tell the story.

One and two might be interchangeable, and actually it is generally a good idea to search for a lock and then fashion a key.

But the problem is that most just go with three.

One plus one does not equal sale

FabrizioLeave a comment

In the past four years, I have only replied to four cold outreach from sales or business development reps.

In two cases, I already knew the company. Their brand was so popular in my circle that I was just seeking an opportunity to work with them. When the sales reps reached out, I was sold already. I booked a meeting, and from there on it was just a matter of how.

In one case, the sales rep really put work and effort at personalising the outreach. I did exchange some emails with them, and the whole thing turned into a deal with another side of the organisation a few months later.

In one case, there was an offer for a €125 Amazon voucher to attend a demo. I did reply, the thing got too complex, and since I had absolutely no interest in the tool they were selling, I gave up easily and with a smile on my face.

I can’t say how many others I have gotten, but they all went to the trash bin or ended up accompanying some pungent posts on social media.

And yet, there is people that still believe that one plus one equals sale.