Mattis Løfqvist’s Post

Back in my client-side days, I had an executive tell me she wanted marketing to create a printed collateral piece that featured every single person who worked in one of our business verticals. Her sycophantic sales team thought it was a great idea. I the lowly marketing person did not for several reasons. 1. A piece like that makes it super easy for your competitors to know everyone in the vertical and come poaching. Why make it so easy? 2. The company had like a 40% turnover rate. We would have to reprint this thing every two weeks to keep up with the comings and goings. My boss and the other execs freaked when they heard this idea and it was killed. Just because an executive (who is brilliant at her job) has a marketing idea doesn't mean it's a good one.

Marketing has definitely changed a lot since I started my career, but one thing has stayed the same… The need for authenticity. Buyers are savvier than ever — they can spot a sales pitch from a mile away. That’s why I always tell my team and clients: don’t try to sell — try to connect. People start to trust you when you’re authentic in your messaging, tell real stories, and show who you really are. And trust? Well, that’s what leads to long-term relationships and loyalty. You're missing the bigger picture if you’re just focused on selling a product. Focus on building genuine connections, and the sales will follow. How do you stay authentic in your marketing? I’d love to hear your thoughts!

A quote I read and liked, succinctly summarizing marketing 🎯 Advertising: It’s like putting a sign at the beginning of the street showing what your company offers. 🎯 Promotion: It’s like carrying that sign and walking through the streets where your potential customers are. 🎯 Public Relations: It’s when someone influential stops you to learn more about you and your company. 🎯 Sales: It’s when people stop you to buy from you. 💎 Marketing: It’s the planning behind all of the above.

I want to help you hate your marketing company a little less. What's even happening here? The problem is two-fold: First, you have no idea what you should be demanding of them or whether anything is actually working. Do you know what it means when your marketing is "working?" It's not always more money in your bank account. Second, a lot of marketing companies promise you the world and underdeliver OR they coach you to DIY and then tsk tsk you when you can't execute. I don't know if you've noticed but this was my FULL TIME job people! You already have one, it's called CRUSHING IT AS A LAWYER. You do not want to be a marketing director. You NEED a marketing director. DIY is not for the faint of heart. If you hate your marketing company, I can help. Send me a DM and I'll get on a call with you so you can hate them less. And maybe demand a little more 😜

As a Marketing Manager, what you would (not) do for the first 60 days in a new company? Would Do: 1. Study our business thoroughly. 2. Understand the competitors in the market and sum up our competitive strengths. 3. Make a list of our potential clients, better with connection possibilities with our existing clients. 4. Find out related events with potential clients as the participants. 5. Know more about what our target clients need based on their pain points. Wouldn't Do: 1. Contact potential clients directly without thinking about what to bring them. 2. Talk about our competitors without knowing the different advantages of us. 3. Sell our products the first time I contact our potential clients.

MARKETING HOUR! In various roles I’ve had marketing hour in sales teams diaries. A dedicated time for them to undertake the various activities we’re always asking them to do - and time kept clear in marketing’s diaries so we can be on hand to help. 🔥 Writing linkedin content 🔥 Recording videos 🔥 Jobs on the website 🔥 Interviewing clients 🔥 You get the gist If you haven't got a marketing hour and are struggling with sales and marketing alignment, then get one. But remember that it’s just a stepping stone. You want to create an environment where this isn't needed because sales and marketing are on the same page. It doesn’t need, and shouldn’t be confined to, an hour. But it’s a great tactical place to start as you implement a wider strategy. If you’re struggling with sales and marketing engagement, get in touch and I’ll happily share some ideas.

Let's get one thing straight: Marketing is NOT Sales. Marketing is the art of ensuring that when someone is ready to buy, your brand is the first name they think of. It’s about strategically positioning yourself in the minds of potential customers through engaging content, strong brand presence, and targeted communication. We're not here to close deals on the spot – we're here to create an environment where customers are already sold on us before they even talk to sales. It's a long game of influence, trust, and connection. Sales, on the other hand, is where the magic of conversion happens. It's about sealing the deal and turning that nurtured interest into a transaction. By the time our sales team steps in, the groundwork has been meticulously laid by effective marketing – the leads are primed, informed, and eager. So while sales is about the final push, marketing is about setting up the dominoes perfectly. In this dynamic, marketing is the power player, ensuring our brand dominates the buyer's mind space, ready to strike when the moment is right. Cheers, MP

- Six years ago, I was an established marketing manager in a full-service marketing agency and a top parenting blogger in my home country, Serbia. - Five years ago, I was a cleaner, doing end-of-lease cleaning 16 hours daily in our new country, Australia. - Today, I'm a marketing executive in a B2B company in Australia, building a small marketing side hustle. But, all the time, it's the same Angelina, the same me. My value is not only the job I work. My value is so much more than that. Stop adding = between your work and your personal value. 🤲 Remember your value while you're building your business. You are the biggest asset you have. 💪

Marketing is essential for driving sales and cannot solely rely on a salesperson's efforts. To build a successful agency, you need a robust marketing strategy. Marketing creates awareness, attracts potential customers, and builds brand credibility—key elements for increasing sales and growing your business. Investing in marketing ensures that your products or services reach the right audience, leading to higher sales and a stronger market presence. However, remember that you'll need patience. Consistent daily efforts are crucial, and success doesn't happen overnight. With dedication and perseverance, you will reach your sales targets. Patience and ongoing effort will ultimately lead to positive results and growth over time.

According to the American Marketing Association Marketing is - "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." (Approved 2017) The last part is my favorite, "offerings that have value for customers, clients, partners, and society at large." Value for society at large. That is a high standard. I'm sure you have heard the difference between marketing and sales is - Marketing is One to Many Sales is One to One (the photo below from the AMA website is a great illustration of One to Many) That is pretty old-school A LOT of disruption has occurred Good marketing is One to One. Personal Solution-oriented As a B2 Service Provider, I am going to propose a slightly different definition "Marketing is creating and nurturing relationship with your audience and consistently providing them with the solutions they need to reach their business goals successfully." Relationship is not transactional. Relationship is the LONG game What is marketing to you?