{"id":490,"date":"2022-01-11T17:36:46","date_gmt":"2022-01-11T17:36:46","guid":{"rendered":"http:\/\/321-growth-academy-2023.local\/marketing-engine-needs-work-heres-5-things-youll-need-to-do\/"},"modified":"2023-11-02T21:12:04","modified_gmt":"2023-11-02T21:12:04","slug":"marketing-engine-needs-work-heres-5-things-youll-need-to-do","status":"publish","type":"post","link":"https:\/\/321growthacademy.com\/marketing-engine-needs-work-heres-5-things-youll-need-to-do\/","title":{"rendered":"Marketing engine needs work? Here’s 5 things you’ll need to do."},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

Feel like your marketing engine needs some work? We\u2019ve all been there.<\/h2>\n\n\n\n

Let\u2019s pull it back and review the core things you need to have lined up so that you can be killing it with your marketing!<\/p>\n\n\n\n

#1: Understand how marketing can drive your growth right now<\/strong><\/p>\n\n\n\n

When you\u2019re getting started with marketing, it\u2019s key to understand the role that marketing plays in driving your growth.<\/p>\n\n\n\n

If you have a high-priced, complex product that you\u2019re selling to larger B2B customers, you may drive growth mostly through outbound, reaching out directly to prospects that fit your ICP (Ideal Customer Profile). If so, then marketing is there to support and enable sales. Think: campaigns to drive awareness, great sales tools and assets, thought leadership and PR.<\/p>\n\n\n\n

If you have a lower-priced, simple product that you\u2019re selling to SMBs and consumers, you may drive growth more through campaigns to drive inbound leads. If so, then marketing will be critical to generating qualified leads and automating as much of the customer acquisition process as possible. <\/p>\n\n\n\n

And if you\u2019re really early stage, we always prefer to start with a sales-driven approach. It may not scale, but you\u2019ll get the deep learning that comes with working directly with early customers.<\/p>\n\n\n\n

We love this blog<\/a> from First Round Capital that outlines the difference between sales-led and marketing-led growth. <\/p>\n\n\n\n

#2: Nail down your fundamentals (yep, again)<\/strong><\/p>\n\n\n\n

Sound familiar? We went over this in our recent blog<\/a>, so you may have already thought through this with a sales lens.<\/p>\n\n\n\n

The same applies here \u2013 you\u2019ll want to be super dialed in to your Ideal Customer Profile (ICP), the problem you solve, and the value you create by solving it.<\/p>\n\n\n\n

These things are critical to building and executing effective marketing strategy \u2013 and of course, you\u2019ll need to be aligned with sales!<\/p>\n\n\n\n

#3: Market and message across the buyer journey<\/strong><\/p>\n\n\n\n

Are you buyers even ready to buy? They could be \u2013 but they may not be.<\/p>\n\n\n\n

Too often sales and marketing effort is focused on buyers that are ready to buy \u2013 and it doesn\u2019t feel great as a buyer if we are approached with a \u201cbuy\u201d message but aren\u2019t yet ready for it.<\/p>\n\n\n\n

The key to designing great campaigns is understanding how buyers buy (and other buyer roles), so we can understand how to get on their radar and influence their thinking (hopefully in our favour!) with the right message and tactics at the right time.<\/p>\n\n\n\n

\n
\n
\"\"<\/figure><\/div>\n<\/div>\n<\/div>\n\n\n\n

#4: Test \u2013 but not TOO much!<\/strong><\/p>\n\n\n\n

We love a good test \u2013 but don\u2019t get caught in the rabbit hole of over-testing.<\/p>\n\n\n\n

Great marketing requires great campaign design \u2013 thinking through who you\u2019re trying to reach, how you\u2019ll engage them, and what you can offer them. And it\u2019s common that \u2013 just like with most skills \u2013 it takes a bit of time to get it right. In marketing this is called \u201coptimization\u201d and refers to the tweaking and iterating we do to see if we can get a tactic to work for us.<\/p>\n\n\n\n

Often, we see folks trying everything all at once. Not only is it hard to manage, but it can also limit the time and energy you have for marketing optimization.<\/p>\n\n\n\n

Instead, select a small number of marketing initiatives to test, design well, measure outcomes, and review results\u2026 so you can optimize and iterate.<\/p>\n\n\n\n

Check out this book that we love<\/a> that\u2019s all about gaining traction in a start-up. <\/p>\n\n\n\n

#5: Metrics matter<\/strong><\/p>\n\n\n\n

Okay, they matter a lot. But \u2013 in marketing they can be tricky.<\/p>\n\n\n\n

The stuff that is easily measurable often doesn\u2019t matter as much as the stuff that is hard to measure. Think: page views, number of visitors, time on page, opens \u2013 that stuff is easy peasy with a good campaign design.<\/p>\n\n\n\n

But what do you really<\/em> need to know?<\/p>\n\n\n\n

Which prospects actually ended up buying your product? Which tactics or campaigns seemed to be correlated with purchase? What\u2019s the pattern of buyer engagement or behaviour we can expect?<\/p>\n\n\n\n

These things are more complex to understand and measure, but this is where the real insight is. Dig deep and measure all the way to revenue!<\/p>\n\n\n\n

If this has you thinking: \u201cwow, I could really use some work on my marketing!\u201d \u2013 then check out our Growth Marketing course. Registration for Spring 2022 is now open.<\/a>
<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
Join our community & get a free quick marketing assessment<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Feel like your marketing engine needs some work? We\u2019ve all been there. Let\u2019s pull it back and review the core things you need to have lined up so that you can be killing it with your marketing! #1: Understand how marketing can drive your growth right now When you\u2019re getting started with marketing, it\u2019s key…<\/p>\n","protected":false},"author":2,"featured_media":493,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[17,14],"class_list":["post-490","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-321-growth-academy","tag-marketing"],"acf":[],"yoast_head":"\nMarketing engine needs work? Here's 5 things you'll want to do.- 321 Growth Academy<\/title>\n<meta name=\"description\" content=\"Struggling to get your marketing engine up and running? 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