Starting a new role or embarking on a fresh marketing project can feel like setting sail on uncharted waters. While enthusiasm is high, not every marketer finds smooth sailing. In the latest episode of Blame It on Marketing, Emma, Ruta, and their special guest Justin Rowe delve into why some marketers seem destined to fail from the outset and, more importantly, how to steer clear of these pitfalls.
One of the primary reasons marketers falter is aligning with the wrong clients or companies. Justin Rowe shares, "I don't care how good of a marketer you are. If you pair yourself with the wrong client, the wrong company, there's no fixing a lot of whatever if the foundation's missing there."
Choosing clients who lack a solid foundation—be it product-market fit or clear business goals—can set marketers up for failure before they even begin. It's crucial to vet potential clients thoroughly to ensure alignment in vision and objectives.
Marketing isn't just about pushing messages out; it's intrinsically tied to the product and its pricing. Ruta points out, "Sometimes the product just isn't right or isn't positioned well... you're fighting an uphill battle because it's really hard to market something that is either priced completely like wildly incorrectly or like you're just not honest about your pricing model."
Without influence over product development or pricing strategies, marketers often find themselves promoting products that aren't ready for the market or are priced out of competitive ranges. This misalignment makes crafting effective marketing campaigns exceedingly difficult.
Emma emphasizes the importance of having the right tools: "One of the things that absolutely kills me is the tools and the lack of tools that people try and work with and work around with too."
Whether it's a lack of essential marketing tools or an overabundance of unnecessary ones, having the right technological support is vital. Marketers should ensure they have access to necessary resources and advocate for appropriate toolsets during the hiring or onboarding process.
Effective communication is the cornerstone of any successful marketing strategy. Justin highlights a common issue, "There's a language barrier between marketers and executives on both sides."
Marketers often speak in terms of campaigns, channels, and creative strategies, while executives focus on metrics, ROI, and business outcomes. Bridging this communication gap by translating marketing efforts into business-impact terms can foster better collaboration and understanding.
Balancing between being a generalist and a specialist can influence a marketer's success. Justin notes, "Each of these channels is such a deep ocean of expertise... there's a huge level of depth."
While generalists offer versatility, specialists bring in-depth knowledge of specific channels. Depending on the organization's needs, having the right mix can ensure comprehensive coverage without diluting expertise.
One of the most critical aspects discussed is the alignment of marketing strategies with overarching business goals. Emma advises, "Founders and senior leaders should spend the time doing those strategies... making sure the marketing strategies align to the business goals."
Developing a marketing strategy that directly supports business objectives ensures that marketing efforts are purposeful and measurable, increasing the likelihood of success.
Education flows both ways in the marketer-executive relationship. Justin suggests, "I would say it's a good thing... work with that marketer to make sure the two things line up."
Marketers should educate executives about the intricacies of marketing channels, while leaders should provide insights into business strategies. This mutual understanding fosters a collaborative environment conducive to success.
Marketing is a complex ecosystem that requires careful navigation. By understanding the foundational challenges and proactively addressing them, marketers can set themselves and their teams up for sustained success. As Justin aptly puts it, "We're doomed to fail from the start" can be averted with the right strategies and collaborations in place.
Ready to ensure your marketing efforts aren’t set up for failure? Start by assessing your current strategies and partnerships through the lens of these insights.