Chief Business Officer @ Zensai | Leading GTM | 2.5xIPOs 😆 | 3xCMO | Ex @Salesforce @WeWork @LinkedIn @Box @Matterport | LinkedIn Top Voice | 2024 SaaSiest Man of the Year | Dad | Runner | Made in Denmark 🇩🇰
To get customers you basically have 3 options: 1. You can pay for people's attention, e.g. digital marketing. ✅ Pros: works fast, highly data-driven, predictive 🛑 Cons: hard to build loyalty, expensive, lots of junk leads 2. You can lean into organic marketing, e.g. content. ✅ Pros: Much higher quality leads, better for category creation, low cost 🛑 Cons: Not super predictable, requires courage, hard to stay consistent 3. You can do non-scalable things, e.g. community marketing ✅ Pros: Highest quality leads, massive loyalty, great for references 🛑 Cons: Time-consuming, not short term, can be expensive, not as data-driven The reason this is really hard, and why I'm on a mission to educate the world on this so marketers don't burn out from unrealistic expectations, is that volume and quality are diametrically opposed using those 3 strategies. As you go towards 2025, how will you invest in all of these? Hint: A good marketing plan does all 3, not just one of them, and educates the exec team on this so everyone is on board. Let's go! #marketing #brand #predictablerevenue #revenuemarketing #community
Chris Kiley
5d
Spot on Rob. The challenge for every organization is determining the sweet spot to maximize the 3 options.
Robin Ayme
1mo
Investing in all three strategies is key for sustainable growth. Balance is essential for success.
Tei M.
1mo
Having AI assistance to help me with some of these. Having community support is massively underrated.
Sam Ramsden
4w
Spot on. The best marketing strategies blend all three
Shawn Nason
4w
Robin great insights! Balancing these strategies is indeed crucial for sustainable growth brother!
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4wLove this post! My strategy combines all three in this way: 2. is at the heart of everything I do. If you can't get 2. to work, nothing else you do will ever be good. Do 3. in parallel to 2. Marketing should work closely with other departments: sales, hr, and customer support teams so you have both employee and customer engagement. I personally saw this during my early career at Autodesk where they had a very active user community with an online forum and regular events. Adobe is another excellent example. 1. is something I believe should come last to scale. Once you have 2. really dialed in, 1. will boost you. But not before you "warm up" the brand and are getting high organic reach and good responses.