The modern marketing team is under duress. We are inundated with information about marketing automation, content marketing, SEO, SEM, cloud connectors, digital body language, sales and marketing alignment, revenue performance management, ad nauseum. The only way the modern marketer can survive is to understand the fundamentals as the foundation for all else. This is a blog about building that foundation in the hectic and challenging world of the modern marketer.
How Would You Like to Triple Your Organic Growth Rate?
Image from Pixabay
How would you like to triple your organic growth rate? I’ve been successful at developing and implementing
a strategic marketing framework that does exactly that, triples your organic
growth rate. This method works extremely
well for global manufacturing companies.
I can make this happen at your company.
Here's the secret:“Stop
pitching products and start educating”
At this point, you are probably thinking, is this guy for
real? The answer is yes. You’re probably also asking yourselves three
How does it work?
Will it work for my company?
Could this guy really pull it off and move the
needle on top line growth
How does it work?
This is why product marketing fails where educational
You choose your target audience
because you believe that some day they will buy what you are selling,
correct? If we look at the entire
population, on any one day when they see your product ad, they will take an
action if they are at a very specific point; BANT budget, authority, need and
time-frame. This is a very small portion
of the population (<1%). But, let’s
suppose 80% will be faced with a problem that you can help them solve. On any given day, they are struggling with
the problem. If I promote something like a webinar or a
how-to paper that helps them address that problem, I have a much greater chance
of them engaging with my asset and my brand. This engagement leads to a top of mind awareness and credibility as they get to know my company, brand, experts, etc. Then, when the day comes along and they have
BANT, who do they think of? They think
of your company. This is a huge competitive
edge. That’s why this framework grows
your business. That’s the foundation.
Could I get the same
great results for your company? Yes,
absolutely, it really doesn't matter what you’re selling. You have expertise and a good product. All you need to do is help those in your
target audience improve in some way as a result of your expertise. They engage with you, remember you and trust
you. This leads to purchase in many more
cases than if you promote a product as your main marketing focus.
If I were to hire this guy as my VP Marketing, could he pull
When I was a marketing manager at a $380 million dollar global electronics company, annual growth
rates in my divisions were between 6 and 8% with about 3 to 5% attributable to
price increases. They were pitching
product features hard with the main tactic being print ads pushing the product features in more than 37 different magazine publications.
I applied this idea of knowledge marketing. We stopped pitching products and we began
educating the audience. Year 1 of the education marketing strategy saw an
11% organic growth rate, year 2 saw 19% and year 3 saw 32%.
"Insanity is defined as
doing the same thing over and over again and expecting different results” Albert Einstein
If you want to triple your growth rates, remember this "Educational Marketing Sails where Product Marketing Fails"