Why Marketing Fails….
and what you can do about it!
Over the last ten years I have talked to hundreds of CEOs of Business-to-Business (B2B) sector about what works and what doesn’t in building a repeatable lead stream for their business and a marketing engine that delivers measurable business results. For a long time I kept hearing about:
- Tactics that failed
- Marketing managers that failed
- Websites that failed
So I started to keep track of all of this and along the way, without realizing it, I had learned enough and documented enough to create an eBook called Why marketing fails….and what you can do about it.
Marketing CoPilot has developed a marketing methodology that we use with many B2B companies selling complex services and products, to create the foundation for marketing engines that deliver measurable results. Today, we are excited about how the web has emerged as the tool of choice for building a sales engine for any company. Not only have we created the guide to getting the foundation right, we have been able to build the engine for companies and test it to prove that it works.
Chapter One of the eBook, Why marketing fails… and what you can do about it, is now available for download. Register now, (with a legit email address) and you will receive upcoming chapters over the next few months. Chapter Three will be available on July 31, 2011.
Our Journey
Back in 1999, I was working for a software company that had raised a lot of money from venture capitalists to build out their business plan and attempt to achieve spectacular revenue results that would please shareholders and create an exit strategy for the founders. As vice president of marketing, I had a budget, a working product and paying customers to talk to, but the marketing plan we executed in support of the business plan, failed.
What went wrong?
Aside from the perfect storm of market conditions (the dot.com crash, the US tragedy of 9/11 and subsequent recession), there were some fundamentals missing in the business:
- Lack of value proposition – we didn’t document why our customers were buying
- Lack of focus – we were trying to be all things to all people to make a sale
- Lack of brand – customers didn’t see themselves reflected in the way we presented ourselves in the market
- Lack of consistency – we’d try something once and then drop it
- Lack of delivery of repeatable value – every customer project was complex and customized, so it was tough to scale
As a result, our marketing program did not deliver measurable business results. In 2002, I walked away from the experience determined to do something about. I studied the problem, talked to lots of CEO’s and began testing.
Why marketing fails…. and what you can do about it (« sign up here) highlights 11 major themes that companies in the B2B sector need to address in order to build a marketing strategy for their business that will deliver measurable results.
What it’s not….
This is not a silver bullet. It’s not a magic pill nor “results in 30 days.” It is a documented guide to building a scalable and consistent lead generation engine for your business that should start to pay for itself within six to 12 months if you commit.
What you’ll miss if you don’t sign up for a copy of “Why marketing fails… and what you can do about it”….
- Value Proposition Builder
- Customer Scorecard
- Market Focus
- Branding Strategy
- How to Build Tools for Buyers
- Web Presence Framework
- How to Invest in Marketing
- Defining Marketing Leadership
- Optimizing Content Marketing
- Consistent Execution & Measurement
- Delivering the Value Proposition
Get started….
- Register to receive the eBook and receive Chapter One. (click here)
- Leaving us a message about one of your best marketing tactics – what you did and why it worked to deliver measurable business results for your business.
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