Welcome!

Blog Feed Post

Marketing, but without all the bullshit

Marketing has a bad reputation, and for good reason. Someone once said “I know I’m wasting half my money on marketing… The problem is, I don’t know which half.”

Marketing can spend money, whereas Sales is directly responsible for making it. That’s why traditional marketers so often resort to impressive looking activity metrics and other measurements that don’t really mean anything – and are often just an attempt to justify their existence.

This strange dance between Marketing and Sales and management has gone on for some time. And management often contributes to this problem by asking Marketing to generate activity instead of results – thinking that one will produce the other. And so, Marketing generates activity. The problem is, activity alone doesn’t work – even though it does look impressive on Board slides.

For example, Marketing teams are usually asked to bring home some number of leads from industry tradeshows – with typically no mention of expectations around the quality of those leads. And so, Marketing teams go to these expensive tradeshows with an almost maniacal focus on gimmicks and flare meant to attract peoples’ attention just long enough to get their tradeshow ID badge scanned into the CRM system. *ZAP!* Now, you’re a lead. Marketing will send you weekly emails asking you to buy that thing in which you had zero interest, or worse, they’ll send you off to the Sales team to qualify – even though everyone already knows the leads are total crap.

For me, this is all ridiculous. I don’t have time for office politics – I’m there to help generate revenues. If you put up the sign on the tradeshow booth, or had a speaker on stage, people will come find you if they need what you offer. If they don’t need your offer, they won’t buy from you. No amount of razzmatazz, iPad or TV giveaways will ever change that.

My marketing approach is simple: I do marketing just like everyone else – except without the bullshit. This eliminates 90% of time marketing people normally spend on redesigning your logos, or guaranteeing you five – exactly 5 – Tweets per day, or buying you 100% share of voice on a channel no one reads any more.

If you want to learn how to do Marketing Without BullshitTM, here’s a top-10 list of tips. Enjoy!

This is an evolving list, and I’ll be sure to Tweet updates as they come to me. In the meantime, share these with your friends and, hopefully, you too can help save Marketing from itself.

  1. iPad-giveaways won’t generate good tradeshow leads, unless you actually sell iPads.
  2. Don’t buy email lists. No one willingly opts-in to a marketing email list. NO ONE.
  3. Banner ads only interrupt people trying to read or learn something. Be the something.
  4. Trust = Likes and referrals. Distrust = Tweets calling you a douchbag. Choose one.
  5. Products aren’t like babies. If someone says yours is ugly, it’s true – but you can fix it.
  6. You have < 20 seconds to confirm you offer what they wanted or expected.
  7. Your brand is what everyone in the world is saying about you right now.
  8. You cannot buy good press, traffic, or social influence – you must earn them.
  9. Enterprise sales are influenced by 20 decision makers. You need to influence ALL of them.
  10. Activity isn’t the same as Results. Devote your resources to Quality, not Quantity.

Read the original blog entry...

More Stories By Thomas Krafft

Over 15 years of experience in marketing and demand creation, with strategies driving over $500 million in revenue for a variety of companies in several high-growth and competitive markets, including consumer software and web services, ecommerce, demand creation through web and search, big data, and now healthcare.

Latest Stories
Internet-of-Things discussions can end up either going down the consumer gadget rabbit hole or focused on the sort of data logging that industrial manufacturers have been doing forever. However, in fact, companies today are already using IoT data both to optimize their operational technology and to improve the experience of customer interactions in novel ways. In his session at @ThingsExpo, Gordon Haff, Red Hat Technology Evangelist, shared examples from a wide range of industries – including en...
In IT, we sometimes coin terms for things before we know exactly what they are and how they’ll be used. The resulting terms may capture a common set of aspirations and goals – as “cloud” did broadly for on-demand, self-service, and flexible computing. But such a term can also lump together diverse and even competing practices, technologies, and priorities to the point where important distinctions are glossed over and lost.
In his session at @DevOpsSummit at 20th Cloud Expo, Kelly Looney, director of DevOps consulting for Skytap, showed how an incremental approach to introducing containers into complex, distributed applications results in modernization with less risk and more reward. He also shared the story of how Skytap used Docker to get out of the business of managing infrastructure, and into the business of delivering innovation and business value. Attendees learned how up-front planning allows for a clean sep...
Detecting internal user threats in the Big Data eco-system is challenging and cumbersome. Many organizations monitor internal usage of the Big Data eco-system using a set of alerts. This is not a scalable process given the increase in the number of alerts with the accelerating growth in data volume and user base. Organizations are increasingly leveraging machine learning to monitor only those data elements that are sensitive and critical, autonomously establish monitoring policies, and to detect...
Most companies are adopting or evaluating container technology - Docker in particular - to speed up application deployment, drive down cost, ease management and make application delivery more flexible overall. As with most new architectures, this dream takes a lot of work to become a reality. Even when you do get your application componentized enough and packaged properly, there are still challenges for DevOps teams to making the shift to continuous delivery and achieving that reduction in cost ...
Enterprise architects are increasingly adopting multi-cloud strategies as they seek to utilize existing data center assets, leverage the advantages of cloud computing and avoid cloud vendor lock-in. This requires a globally aware traffic management strategy that can monitor infrastructure health across data centers and end-user experience globally, while responding to control changes and system specification at the speed of today’s DevOps teams. In his session at 20th Cloud Expo, Josh Gray, Chie...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. Jack Norris reviews best practices to show how companies develop, deploy, and dynamically update these applications and how this data-first...
Intelligent Automation is now one of the key business imperatives for CIOs and CISOs impacting all areas of business today. In his session at 21st Cloud Expo, Brian Boeggeman, VP Alliances & Partnerships at Ayehu, will talk about how business value is created and delivered through intelligent automation to today’s enterprises. The open ecosystem platform approach toward Intelligent Automation that Ayehu delivers to the market is core to enabling the creation of the self-driving enterprise.
"At the keynote this morning we spoke about the value proposition of Nutanix, of having a DevOps culture and a mindset, and the business outcomes of achieving agility and scale, which everybody here is trying to accomplish," noted Mark Lavi, DevOps Solution Architect at Nutanix, in this SYS-CON.tv interview at @DevOpsSummit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We're here to tell the world about our cloud-scale infrastructure that we have at Juniper combined with the world-class security that we put into the cloud," explained Lisa Guess, VP of Systems Engineering at Juniper Networks, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Historically, some banking activities such as trading have been relying heavily on analytics and cutting edge algorithmic tools. The coming of age of powerful data analytics solutions combined with the development of intelligent algorithms have created new opportunities for financial institutions. In his session at 20th Cloud Expo, Sebastien Meunier, Head of Digital for North America at Chappuis Halder & Co., discussed how these tools can be leveraged to develop a lasting competitive advantage ...
WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web communications world. The 6th WebRTC Summit continues our tradition of delivering the latest and greatest presentations within the world of WebRTC. Topics include voice calling, video chat, P2P file sharing, and use cases that have already leveraged the power and convenience of WebRTC.
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
In his session at 20th Cloud Expo, Mike Johnston, an infrastructure engineer at Supergiant.io, discussed how to use Kubernetes to set up a SaaS infrastructure for your business. Mike Johnston is an infrastructure engineer at Supergiant.io with over 12 years of experience designing, deploying, and maintaining server and workstation infrastructure at all scales. He has experience with brick and mortar data centers as well as cloud providers like Digital Ocean, Amazon Web Services, and Rackspace. H...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.