Why It’s Vital to “Right-Size” Your B2B Marketing, with Pete Steege, B2B Clarity
Peter Steege: [00:00:00] You know, John, there’s no one size fits all solution to marketing. And that’s back to that misunderstanding that people have. They see all these things and they figure they should be doing them, too, just like everybody, all the press they see, and all the advertisements. So, they sign up to do things for marketing, not based on what’s right for their customers or what’s going to make a difference, but based on it seems like you should do that, checklist marketing.
Peter Steege: [00:00:32] So, what rightsize marketing is, starting with your customer’s journey and going to school on your customer’s journey. I walk them through this process, what would it look like if you had a success where your customer, from the first time they met you through all the steps – and I have seven steps – of meeting you, and deciding to buy from you, and committing, and using your product for the first time, and buying it again. And three years later, they love you, they’re a fan. What does that look like? And we map that out. And then, we say, “Okay. What’s it like today? What’s the reality?” And there’s gaps. It’s not that. And we’re able to identify, “Well, where are they getting stuck? Where is their friction? Where are they frustrated? And what can we do about that?” So, that’s marketing.
Peter Steege: [00:01:28] Where marketing can make a difference, you do stuff. And where you can’t, you don’t. And you end up with a much more targeted and more strategic marketing program. And then, the added piece about rightsizing, John, is, who are you as a company? If you have a very limited team, maybe you don’t have any marketers on your staff and you don’t have a lot of experience with it. You don’t want to sign up for the most complex state of the art marketing campaign because you’re not equipped to deliver on that. So, it’s not just what you can do with your customer with marketing. It’s what you as a company is ready to do with marketing.
Peter Steege: [00:02:12] So, rightsizing your marketing means doing the things that can make a difference to the level that your budget and your skills allow you to do. And measuring everything you do, doing it well. So, it’s doing less and doing it really well. And that’s what rightsize marketing is.
Pete Steege, B2B Clarity
B2B Clarity founder Pete Steege has over 30 years of marketing experience with a wide range of B2B technology and manufacturing businesses, from 50-person Silicon Valley startups to Fortune 100 firms. Coupled with extensive global experience in North America, Europe and Asia, Pete brings breadth of perspective and fresh ideas to your world. Pete is a proven marketing strategist and industry-recognized content leader that can help you untangle your marketing program and get it working to grow revenue.
Listen to the full Minneapolis-St. Paul Business Radio interview here.
The “One Minute Interview” series is produced by John Ray and in the North Fulton studio of Business RadioX® in Alpharetta. You can find the full archive of shows by following this link.
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