Beyond sales, where does your marketing get its victories?
If you don’t compete on stage, on camera, behind microphones, in exhibit halls, on webinars or your website, on social media, with the analysts, partners, academics, and customers...where do you declare your wins, and losses?
Figure out where and when to claim marketing's victories!
Tony Compton:0:00
It's the one word marketing needs to use much more often.
I'm Tony Compton. Welcome to my marketing podcast.
Victory.
That's the one word marketing needs to use much more often.
Victory.
But whether or not you're actually victorious remains in question. That is solely up to you, your marketing efforts and how you see, measure and track wins and losses. Of course, marketing can't use the word victory, or any variation, when it's not. You actually have to be victorious. You only get to use that word when and if it really happens.
I'm not simply talking about marketing claiming victory through sales, though that is clearly important. Marketing can and should claim victory when a new sale is made, especially to a marketing source opportunity or when an account is renewed. Your website is visited, your content is read, your videos are reviewed and your podcast may have held an audience for more than 60 seconds. Marketing plays a role in all of it. So yes, claim sales-oriented marketing victories.
But I'm not talking about marketing just claiming victory through sales. That's too easy. I'm talking about claiming victories in every other facet of the competitive business game.
Here are some examples.
When you sponsor and exhibit at an event - no matter how large or small, be creative, differentiated. You can draw multitudes at a major trade show to a 10' x 10' booth. I've done it. And watch while the so-called bigger players with much bigger booths stand around and watch your booth traffic, while flushing their money down the drain.
Declare Victory!
When you have a grip on an event aftermath and can knock-out a meaningful substantial report in the subsequent days, declare victory! When you engage the analysts for another annual report and ranking, crush it. Go all out. Do what's needed to be done to move the needle forward by moving your company up the charts. I've also done that. And be sure to declare victory!
When you can identify the 1000 other ways marketing can and should declare victory, you bet.
Declare Victory!
Do it beyond sales. Because beyond sales, where does your marketing get its victories? If you don't compete on-stage, on-camera, behind microphones, in exhibit halls, on webinars, on your website, on social media, with the analysts, your partners, academics and customers? Where do you declare your wins and losses? Figure out where and when to claim victory. Soon enough, others will see you setting the marketing pace to compete, report and declare marketing victories in ways they can't even imagine.
More on being the person setting that marketing pace on my next podcast. Which will be experienced, down to business and right to the point.
Now That's a Marketing Podcast!
I'm Tony Compton.