What the Hell Are We Selling? Reclaiming Clarity in B2B Marketing | E41
Ruta Sudmantaite
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Hey there, savvy marketers! Ever find yourself scratching your head, wondering, “What the hell are we selling?” Welcome to the club. In our latest episode of Blame it on Marketing, we sat down with Clark Baron, founder and CEO of Demand Gen Therapy, to dive deep into this very conundrum. Spoiler alert: It’s not just about the usual suspects in the marketing mix.
Breaking Down the Four Ps… or Are We?
Let’s rewind a bit. You’re probably familiar with the classic Four Ps of Marketing: Product, Price, Promotion, and Place. But in the B2B world, it feels like we’ve shoved Product and Price aside, and all that’s left is Promotion—and maybe Place if the stars align.
Clark puts it best: “In the B2B world we really only have promotion left maybe placement if times are good.” This reduction is part of the problem. Without a solid grasp on what we’re actually offering, our marketing efforts can become a wild goose chase for numbers that don’t make sense.
The VC Influence: Growth at All Costs
Enter the venture capitalists (VCs) with their pressure to scale at breakneck speeds. Clark explains, “VC’s putting pressure on Founders or focusing on growth at all costs.” This relentless push can skew marketing objectives, tying our roles too closely to revenue-driven metrics that we can’t fully control.
The result? Marketers start feeling like they’re just winging it, trying to hit arbitrary Marketing Qualified Lead (MQL) goals without a clear understanding of the product or the customer’s true needs.
Lost Clarity and Ethical Pitfalls
When the focus shifts solely to revenue, something crucial gets lost: clarity about what we’re actually selling. Clark hits a nail on the head: “Right now we're not really trying to sell anything. We're just trying to hit a number that someone just made up out of thin air.”
This lack of clarity doesn’t just affect strategy—it spills over into ethics. In industries like cybersecurity, where the stakes are high, overpromising can lead to mistrust and even catastrophic failures. Clark shares a grim example: “There’s been this huge scandal with the post office in the UK… people committed suicide all because the tech didn't work and someone sold it badly.” Yikes.
The Balancing Act: Mission vs. Revenue
So, how do we navigate this tightrope between doing good and making money? The key is balance. As Clark wisely notes, “There has to be a balance between doing something that's good for your audience and also you want to make some money.”
It’s about more than just survival—it’s about sustainability. Without a balanced approach, companies risk burning out (both financially and ethically), leading to internal disillusionment and external distrust.
Demanding a Seat at the Table
One of the biggest takeaways from our conversation is the urgent need for marketers to demand a seat at the decision-making table. Clark emphasizes, “We’ve sat idly by for too long… we have to demand our seat at the table.”
But what does that look like in practice?
- Align with Sales: Foster strong communication channels with sales teams. Understand their pain points and collaborate on solutions.
- Communicate Your Value: Make it clear that marketing is not just about generating leads, but enabling revenue generation through strategic initiatives.
- Stand Up for Ethical Practices: Advocate for honest and transparent marketing. Push back against unrealistic promises that can damage your brand’s reputation.
- Embrace Continuous Learning: Sharpen your skills in persuasion, psychology, and data analysis to become an indispensable asset to your organization.
Ethical Selling: A Non-Negotiable
Another critical point discussed is the importance of integrity in sales and marketing. Clark doesn’t mince words: “I have integrity and I'm not willing to compromise on that.”
False promises not only hurt customers but also tarnish the entire industry. In cybersecurity, where trust is paramount, overhyping features can lead to severe consequences.
Clarke’s passion for ethical marketing is a reminder that our role goes beyond numbers. We’re here to build trust, foster relationships, and provide real value. Without that foundation, all the leads in the world won’t translate into sustainable success.
Practical Steps to Reclaiming Clarity
Feeling inspired? Here are some actionable steps to get back on track:
- Deep Introspection: Regularly assess your marketing strategies and ensure they align with both company goals and ethical standards.
- Open Communication: Break down silos. Encourage open dialogue between marketing, sales, and product teams to ensure everyone is on the same page.
- Data-Driven Decisions: Use both qualitative and quantitative data to shape your marketing messages. Understand your audience deeply to create resonant campaigns.
- Advocate for Your Team: Don’t be afraid to push back when strategies don’t align with your values or the company’s mission. Your voice matters.
Final Thoughts
In the ever-evolving landscape of B2B marketing, clarity is king. As we navigate the pressures from VCs, align with sales, and maintain ethical standards, it’s crucial to remember what we’re truly selling: value, trust, and meaningful connections.
So next time you catch yourself wondering, “What are we really selling?” take a step back. Reevaluate your strategy, communicate openly with your team, and stay true to your mission. After all, great marketing isn’t just about hitting numbers—it’s about making a lasting impact.
Stay cheeky, stay savvy, and keep those marketing gears turning!
