THE INSIGHT

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What’s the one marketing trend that you wholeheartedly disagree with?

It is what I call the “Fluffluencers”.

Trying to put out content that is high level, it’s fluffy, it’s more that motivational type content that maybe attracts a bunch of people but rarely attracts the right people.

And so if you’re trying to do marketing and trying to actually build revenue, doing this kind of content that is that attracts everyone really goes against what a good marketing campaign should do.

If you could talk to all B2B revenue leaders in the world for 1 minute, what would you say?

Build your brand.

And by that, I mean like, get yourself a good solid brand strategy, which is understanding your ideal customers, understanding your positioning your uniqueness, developing the right messaging, and then creating those touch points that go from, I don’t know who you are down to, I really want to work with you.

Most most b2b companies pass on their brand, like they don’t try to develop it, they don’t invest in it.

And then so while they might have short term gains by doing performance marketing, or you know, outbound sales, or whatever, what they miss is that kind of that those inbound leads that really drive to say: “You’re the one I want to work with.”

They’re, you know, they’re lining up almost like Apple, they line up around the block to work with you. You only get that when you develop your brand. And that’s the side of b2b marketing, I see most companies miss is really honing in on…

Who do we want to be?

Who do we want to work with?

And how do we develop a brand that attracts the right people?

What’s the most important character trait that helps you succeed in your career? Why?

I would say for me, it’s this ability to communicate.

I think most people, they understand that and they would say, you know, communication is so important.

But really, if you think about it, there are a lot of expectations that are either met or or missed in communication.

So while I might say something to you and expect that you understand exactly what I’m trying to communicate, and what I’m saying, because of different cultures, different backgrounds, different even just how our minds are wired differently, what I say might be perceived differently.

So communicating again and again and again and again.

Like I always tell the team here at SHFT, we’re going to just over communicate, because then there’s a less of a chance of people being offended taking something incorrectly or you know, just not understanding what is being what is being said and it just makes us move faster, if we can communicate better.