Seven Deadly Sins of Marketing

Seven Deadly Sins of Marketing

Seven Deadly Sins of Marketing and How to Avoid Them

Christopher [email protected]

Winning B2B Marketing

The following is excerpted from Christopher Ryan’s new book “Winning B2B Marketing: Proven Methods that Drive Revenue, Leads and Awareness”

Seven Deadly Sins

While the marketing equivalents are not as serious as the original seven

– lust, gluttony, greed, sloth, wrath, envy, and pride –

they are areas that, if not addressed, can lead you to marketing and sales

disaster.

Seven Deadly Marketing Sins

1. Lack of Self-Awareness2. Perfectionism3. Living in the Past4. Failure to Quantify5. Failure to Test6. Inaction7. Focusing on What Doesn’t Matter

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1. Lack of Self-Awareness:• You need to know who you are as a marketing

professional as well as where you shine (or don’t) as a company. • To be truly self-aware you must be willing to take

a frank look at your weaknesses and strengths. • On the company side, self-awareness means

acknowledging when your competitors are better at certain things than you are (and vice versa). – See our post on completing a SWOT Analysis.


http://fusionmarketingpartners.com/resources/feature-articles/swot-analysis/



2. Perfectionism:• In marketing and sales, the need to be perfect can

be counter productive.– Perfectionism is time consuming and leads to inaction.– Perfection is subjective.– Perfection is elusive.– Perfection creates havoc with your staff.

• Consistency and quantity of output are important characteristics of productive marketing; a needless (and fruitless) search for perfection can be a detriment to your success.




3. Living in the Past:• A good marketer is a paranoid marketer – always

wondering what new techniques others are using to gain competitive advantage. • Prevent living in the past by being a watchful

consumer. – Keep an eye out for how companies are marketing and

selling to you and emulate the best practices.

• Borrowing from good ideas is perfectly legitimate as long as you do not copy another company’s text or designs.




4. Failure to Quantify:• In marketing and sales, data is your friend.• The days of measuring success by number of

creative awards won are over. • You need hard data that shows

– How many people are seeing each promotion– How many are responding– How prospects are being moved through each stage of

the process to become customers




5. Failure to Test:• Marketers who do not test are marketers who

don’t get the best results. – Every element of marketing campaigns can be tested,

including: target audience, offers, benefits, messaging, media, copy, and graphics.

• I recommend devoting 5-10% of your finances to new programs, offers, and audiences.– Don’t set the same expectation for success with the

test budget as you do for the rest of your campaigns. – Experiment, take chances, and roll the dice, in an

attempt to beat the control campaigns.




6. Inaction:• There is never a perfect time to enter a market,

launch a campaign, or execute a quick hit strategy. – You won’t always have all the facts, or know how a

target audience will respond.

• Good marketers are aggressive marketers. – You learn by doing, not just by studying, pondering, and

analyzing. – It is sometimes necessary to forget ready-aim-fire and

instead practice ready-fire-aim.




7. Focusing on What Doesn’t Matter:• As a marketing manager, you have two primary

resources at your command: time and money. – There is a great deal of money spent on programs and

activities that have little chance of success– There is also a great deal of time spent on the

irrelevant and the counterproductive

• Every minute you spend on a nonproductive activity hurts you in two ways:– Wasted time on unhelpful items– Lost time to spend on helpful items




7. Focusing on What Doesn’t Matter:• What doesn’t matter?

– How many direct reports you have– How much your staff likes you– How cool your website looks– How big your trade show booth is– How fast your budget grows– What you did last year (or last quarter in fast-paced

industries)– Time spent in endless and nonproductive meetings




7. Focusing on What Doesn’t Matter:• What does matter?

– More leads going to the sales force– Hiring good people or outside contractors to assist you– Reduction in wasteful spending – Cross-selling and up-selling customers– Changing to a process that improves funnel conversion

ratios– Lowering your cost of customer acquisition– Increasing revenue



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About Fusion Marketing Partners

Christopher Ryan, CEO

We Do This:

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Seven Deadly Sins of Marketing

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