Seven Deadly Sins of Marketing
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The Seven Deadly Sins of Marketing and How to Avoid Them - ...

The Seven Deadly Sins of Marketing and How to Avoid Them -
While the marketing equivalents are not as serious as the original seven they are areas that, if not addressed, can lead you to marketing and sales disaster.
1. Lack of Self-Awareness
2. Perfectionism
3. Living in the Past
4. Failure to Quantify
5. Failure to Test
6. Inaction
7. Focusing on What Doesn’t Matter

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Seven Deadly Sins of Marketing Presentation Transcript

  • 1. Seven Deadly Sins of Marketing Seven Deadly Sins of Marketing and How to Avoid Them Christopher Ryan info@fusionmarketingpartners.com
  • 2. Winning B2B Marketing The following is excerpted from Christopher Ryan’s new book “Winning B2B Marketing: Proven Methods that Drive Revenue, Leads and Awareness”
  • 3. Seven Deadly Sins While the marketing equivalents are not as serious as the original seven – lust, gluttony, greed, sloth, wrath, envy, and pride – they are areas that, if not addressed, can lead you to marketing and sales disaster.
  • 4. Seven Deadly Marketing Sins 1. Lack of Self-Awareness 2. Perfectionism 3. Living in the Past 4. Failure to Quantify 5. Failure to Test 6. Inaction 7. Focusing on What Doesn’t Matter Download the Free 7 Deadly Sins Book Chapter
  • 5. Seven Deadly Marketing Sins 1. Lack of Self-Awareness: • You need to know who you are as a marketing professional as well as where you shine (or don’t) as a company. • To be truly self-aware you must be willing to take a frank look at your weaknesses and strengths. • On the company side, self-awareness means acknowledging when your competitors are better at certain things than you are (and vice versa). – See our post on completing a SWOT Analysis. Download the Free 7 Deadly Sins Book Chapter
  • 6. Seven Deadly Marketing Sins 2. Perfectionism: • In marketing and sales, the need to be perfect can be counter productive. – Perfectionism is time consuming and leads to inaction. – Perfection is subjective. – Perfection is elusive. – Perfection creates havoc with your staff. • Consistency and quantity of output are important characteristics of productive marketing; a needless (and fruitless) search for perfection can be a detriment to your success. Download the Free 7 Deadly Sins Book Chapter
  • 7. Seven Deadly Marketing Sins 3. Living in the Past: • A good marketer is a paranoid marketer – always wondering what new techniques others are using to gain competitive advantage. • Prevent living in the past by being a watchful consumer. – Keep an eye out for how companies are marketing and selling to you and emulate the best practices. • Borrowing from good ideas is perfectly legitimate as long as you do not copy another company’s text or designs. Download the Free 7 Deadly Sins Book Chapter
  • 8. Seven Deadly Marketing Sins 4. Failure to Quantify: • In marketing and sales, data is your friend. • The days of measuring success by number of creative awards won are over. • You need hard data that shows – How many people are seeing each promotion – How many are responding – How prospects are being moved through each stage of the process to become customers Download the Free 7 Deadly Sins Book Chapter
  • 9. Seven Deadly Marketing Sins 5. Failure to Test: • Marketers who do not test are marketers who don’t get the best results. – Every element of marketing campaigns can be tested, including: target audience, offers, benefits, messaging, media, copy, and graphics. • I recommend devoting 5-10% of your finances to new programs, offers, and audiences. – Don’t set the same expectation for success with the test budget as you do for the rest of your campaigns. – Experiment, take chances, and roll the dice, in an attempt to beat the control campaigns. Download the Free 7 Deadly Sins Book Chapter
  • 10. Seven Deadly Marketing Sins 6. Inaction: • There is never a perfect time to enter a market, launch a campaign, or execute a quick hit strategy. – You won’t always have all the facts, or know how a target audience will respond. • Good marketers are aggressive marketers. – You learn by doing, not just by studying, pondering, and analyzing. – It is sometimes necessary to forget ready-aim-fire and instead practice ready-fire-aim. Download the Free 7 Deadly Sins Book Chapter
  • 11. Seven Deadly Marketing Sins 7. Focusing on What Doesn’t Matter: • As a marketing manager, you have two primary resources at your command: time and money. – There is a great deal of money spent on programs and activities that have little chance of success – There is also a great deal of time spent on the irrelevant and the counterproductive • Every minute you spend on a nonproductive activity hurts you in two ways: – Wasted time on unhelpful items – Lost time to spend on helpful items Download the Free 7 Deadly Sins Book Chapter
  • 12. Seven Deadly Marketing Sins 7. Focusing on What Doesn’t Matter: • What doesn’t matter? – How many direct reports you have – How much your staff likes you – How cool your website looks – How big your trade show booth is – How fast your budget grows – What you did last year (or last quarter in fast-paced industries) – Time spent in endless and nonproductive meetings Download the Free 7 Deadly Sins Book Chapter
  • 13. Seven Deadly Marketing Sins 7. Focusing on What Doesn’t Matter: • What does matter? – More leads going to the sales force – Hiring good people or outside contractors to assist you – Reduction in wasteful spending – Cross-selling and up-selling customers – Changing to a process that improves funnel conversion ratios – Lowering your cost of customer acquisition – Increasing revenue Download the Free 7 Deadly Sins Book Chapter
  • 14. Learn More Learn More about the Seven Deadly Marketing Sins and How to Avoid Them: Download the Free Seven Deadly Sins Chapter Now!
  • 15. Free eBook! Download your Free Chapter NOW! Download a FREE Chapter from Christopher Ryan’s New Book Now and Get the Entire eBook FREE When Released!
  • 16. About Fusion Marketing Partners Christopher Ryan, CEO We Do This: Brand building/messaging Website optimization Content creation Lead generation You Get This: Much greater levels of awareness Higher quantities of qualified leads Ability to generate faster revenue Lots more information at: http://FusionMarketingPartners.com/ http://Greatb2BMarketing.com (blog) info@fusionmarketingpartners.com 719-357-6280