Three Strategies for Humble and Successful Marketing

Three Strategies for Humble and Successful Marketing

Staying Grounded


Last week's out-of-nowhere smash hit "Things Real People Don't Say About Advertising" isn't just a source of hilarity, it's also a good reminder that we as marketers often forget what actually matters.

Marketers, like all creatives, must fight the tendency to believe their own bullshit. When your job is storytelling, it's not hard to tell yourself fairytales. Fairytales are awesome for pretty, pretty princesses -- here's some tips for those of you that want to be successful marketers.

Three Simple Tips

Bringing yourself back to earth isn't hard once you have a good framework for evaluating your efforts -- here are three tips to help.

1. Track Data

It's important to know the metrics you care about. Are you tracking against revenue, leads or new user accounts? Having a few (less than three) KPIs is enough to keep you well grounded.

Trust me, if your CEO wants 10 million users this year, you won't be convincing yourself you're doing a good job because your favorite marketing thought leader shouted you out on twitter.

It reminds me of Dan Martell's email signature "In God we Trust, all others bring data." Dan's the CTO of Flowtown, so the data thing seems to work pretty well for him.

2. Is your game exponential?

Good is the enemy of great. Too often I talk with brilliant marketers who are effectively punching a clock and growing their contribution to the business in a logical and linear fashion. 

Especially in smaller teams and startups (my specialty) -- linear growth can often convince you that you're succeeding, even as you watch your competitors catapult past you.

My absolut favorite example of this is the stellar job Eloqua's marketing team has done investing in content marketing. They have had a tremendous impact on a timeline measured in months. Here's a full case study on what they have achieved (and how).

Disruption is all around us, and there is massive opportunity for you to create a huge impact with relatively little investment.

3. Consumer Relationships

How many of your customers love what you build? If you can improve the product you offer, it will likely pay back more than any marketing investment you will ever make.

Sure, marketers laugh their butts off at the inside baseball jokes on TPDSAA -- but the true lesson to learn is that consumers care about being provided with an authentic and enjoyable experience, focusing on anything else is most likely a waste of your time.

Ramit Sethi might have the best single-line on this topic I've ever heard: "I learned that I can eke out an extra 5-15% from improving the subject line…or 500% from creating a better offer."

Make sure you're focusing on improving the highest impact task possible.

You should help us continue the conversation: How do you stay grounded and focused on true success?

I'd love to hear in the comments.

COVID-19 amplified America’s devastating health gap. Can we bridge it?

The COVID-19 pandemic is making health disparities in the United States crystal clear. It is a clarion call for health care systems to double their efforts in vulnerable communities.

Willie Mae Daniels makes melted cheese sandwiches with her granddaughter, Karyah Davis, 6, after being laid off from her job as a food service cashier at the University of Miami on March 17, 2020.

Credit: Joe Raedle/Getty Images
Sponsored by Northwell Health
  • The COVID-19 pandemic has exacerbated America's health disparities, widening the divide between the haves and have nots.
  • Studies show disparities in wealth, race, and online access have disproportionately harmed underserved U.S. communities during the pandemic.
  • To begin curing this social aliment, health systems like Northwell Health are establishing relationships of trust in these communities so that the post-COVID world looks different than the pre-COVID one.
Keep reading Show less

Who is the highest selling artist from your state?

What’s Eminem doing in Missouri? Kanye West in Georgia? And Wiz Khalifa in, of all places, North Dakota?

Eminem may be 'from' Detroit, but he was born in Missouri
Culture & Religion

This is a mysterious map. Obviously about music, or more precisely musicians. But what’s Eminem doing in Missouri? Kanye West in Georgia? And Wiz Khalifa in, of all places, North Dakota? None of these musicians are from those states! Everyone knows that! Is this map that stupid, or just looking for a fight? Let’s pause a moment and consider our attention spans, shrinking faster than polar ice caps.

Keep reading Show less

Skyborne whales: The rise (and fall) of the airship

Can passenger airships make a triumphantly 'green' comeback?

R. Humphrey/Topical Press Agency/Getty Images
Technology & Innovation

Large airships were too sensitive to wind gusts and too sluggish to win against aeroplanes. But today, they have a chance to make a spectacular return.

Keep reading Show less

Vegans are more likely to suffer broken bones, study finds

Vegans and vegetarians often have nutrient deficiencies and lower BMI, which can increase the risk of fractures.

Credit: Jukov studi via Adobe Stock
Surprising Science
  • The study found that vegans were 43% more likely to suffer fractures than meat eaters.
  • Similar results were observed for vegetarians and fish eaters, though to a lesser extent.
  • It's possible to be healthy on a vegan diet, though it takes some strategic planning to compensate for the nutrients that a plant-based diet can't easily provide.
Keep reading Show less
Scroll down to load more…
Quantcast