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Today Shameer Sachdev founder of Growth Gorilla and I have a wide-ranging conversation about marketing. I’ve done it for over 30yrs and Shameer runs a growth marketing agency who help innovative start-ups, scale-ups & established businesses catalyse growth.. So between us we cover most angles, oldSkool and newSkool

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You may have noticed that “build it and they will come” ain’t how the world works in the 21stC unless you a building a fountain of liquid gold but you’re gonna’ have a hard time making a profit with such a business even if marketing takes care of itself.

However, like everything in life we can all improve in all aspects and so this kick-around conversation is less to give you an A-Z encyclopedia on How To Market than to discuss various ideas and angles and for you to pick out whatever resonates most with you that you might work on in your business tomorrow.

Topics discussed include:

• my former blog and marketing models – The Tao Of BizDev
• This Value Circle model in particular gets mentioned many times:

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• how do we define marketing? how do we define sales?
• explosions – setting fire to a house (for fire research)
• three months in Burma with Raleigh International
• shrunken skulls
• Shameer’s career journey and move over time towards marketing and sales
• marketing as arousing interest in your brand/product and sales being directly communicating with a potentially interested party and converting them into a customer
• marketing “getting a horse to water”, sales “getting them to drink it”
• marketing as being analogous to a lady in a red dress at a party and arousing interest; sales being converting that into a marriage
• many companies still surprisingly (esp in tech?) underestimate the need for marketing
• build it and only veeeery rarely will they come
• ways of marketing near marketing-free techs
• why sales is dependent on marketing – what happens if marketing hasn’t been done well
• the importance of simple, clear messages in marketing
• message development – being too close to the wood to see the trees
• the unique aspect of marketing FS products/services
• sell benefits not stuff
• message development and marketing is focused on finding the “headache tablet” nature of your product/service and people with a headache
• differing pain=points in B2B sales for different decision stakeholders on the client side
• WIIFM – “what’s in it for me?”
• a case study
• how to understand the market as well as the businesses perspective – B2C and B2B
• digital ways of doing this
• market research in B2C and B2B
• a case study of finding the real pain points that would never be admitted in the open
• panels/round-tables of most active customers
• forms of surveys
• the need for marketing to feedback into product development and founders about what the market is telling us
• product-push mentality in arts, music, podcasts – Lemmy’s “play your music and your audience will find you” – rare but it does work [the LFP being an example – zero spend on marketing]
• conversion-rate challenges in marketing and sales
• onboarding element refinement
• case study re “free pilot studies” – why “free” doesn’t work (at least in B2B)
• the importance of the ATM model – “Ascending Transaction Model”
• it makes marketing harder but sales easier
• staircase model
• what buyers really fear
• case studies of the best marketing in Fintech
• case studies of marketing failure
• Growth Gorrilla’s marketing of marketing
• their products/services
  • workshops
  • implementation
  • increasing conversion rates

And much much more

Share and enjoy!