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(530) 350-8857 services@tacticalma.com
Why Isn’t My Marketing Working?

Why Isn’t My Marketing Working?

“We just aren’t seeing results from our marketing.”

An overwhelming majority of our new clients open our very first conversation with this as the force that urged them to reach out.

Companies often ask us to evaluate underperforming marketing campaigns. It’s one of the free services we offer, and we’re usually able to deduce the problem within that first consultation. We audit their marketing strategy and never hold back solutions to their marketing limitations.

We recognize that marketing is a science, first and foremost; a blend of behavioral sciences that seeks to understand people individually and in groups. As engineers must understand physics, so marketers must understand psychology. It studies norms, deviations, probabilities. Anyone who has studied psychology beyond a few Buzzfeed articles will quickly learn:

Psychology is a data science.

Great marketers understand this, but putting into practice is difficult. Making the academic science actionable in your marketing is a developed skillset.

In our assessments, we are evaluating several essential criteria. Most assessments follow a typical evaluation format and include questions like these:

  • Who is your target audience?
  • What is your objective?
  • How is your target audience engaging?

The answers to these questions reveal breaks in clarity and specificity, and it becomes straightforward to diagnose where we’ll find gaps in the marketing process. 

Let’s break down some standard answers, the problems they indicate, and how to fix them.

Who Is Your Target Audience?

 

Common Answer: “We are targeting businesses of X size.”

What It Indicates:

With this kind of generic approach, the messaging in any individual piece of marketing targets a business, not a person; a person with needs, doing research who is going to come across their content.

How To Fix It:

Develop buyer personas to identify the people who need the solution you’re offering. Tailor your marketing approach to their customer’s needs, not the company they work for.

Need help identifying your target audience?
Download Your Free Tactical Guide to Buyer Personas

What Is Your Objective?

Common Answer: “To generate more revenue in 2020.”

What It Indicates

The objective is too vague. An indirect outcome (like “generate revenue”) is too far removed from an actual marketing plan. This ambiguity in process creates an obstacle to developing real solutions.

How To Fix It

Define the process by which a person would get from the asset (marketing) to the end goal (a purchase) and create individual conversion goals to track at each stage so they can be continuously measured and improved.

How Is Your Target Audience Engaging?

Common Answer: “We are seeing poor opens and click-throughs.”

What It Indicates: The first indicator here is what they see as the most important activity of their marketing strategy (in this case: email). It also indicates the true metric by which they measure marketing success (in this case: click-throughs and page views).

How To Fix It: Think of all metrics as part of a whole. Each individual metric has a story to tell. In this example, low open rates indicate the email subject lines aren’t clicking with the target audience. Poor click-through rates indicate that those who do open the email don’t find the content relevant and/or are missing a clear call-to-action.

Learn More About Target Audiences Here

Obviously, these are just a handful of common examples. The advantage we have, as a full-service marketing agency, is exposure to massive data sets, including thousands of collective marketing scenarios. We will look at as many Google Analytics reports in a given week as most marketers will in their career, and we build as many emails in a month as a typical marketer will in their life.

When you have that kind of exposure to information, patterns emerge that will elude those who are focused on one brand at a time.

So if your marketing could use a fresh pair of eyes, a quick diagnosis, a new perspective – set up a free consultation. We give you the first hour of pure consultation (no sales pitch). For us, this approach results in a large conversion to paid engagements – not because we asked you for the business but because you find value.

Perfect symbiosis.

Do You Know Who You’re Talking To?

Do You Know Who You’re Talking To?

Ready to get started? Click below to download our guide instantly.

An Easy Guide to Buyer Personas

For 20 years, I have been a leader in business development, whether as head of the organization or as a professional consultant. I am constantly astounded that nearly every sales or marketing resource I help knows what a “Buyer Persona” is but has never taken the time to document who their target Persona is! If this is a new topic for you, a “Buyer Persona” is best described as a fictional person who represents your target audience.

 

A “Buyer Persona” is best described as a fictional person who represents your target audience

Most people are intelligent, and it takes a striking marriage of that raw intellect and related experience to become an expert in sales or marketing; that dual skillset is what differentiates yours from others. With that, I know there are also 20 things in any day that we know we “should” do, but we just don’t find the time. Instead, we’re forced to prioritize, and the academic exercise of developing and documenting a Persona often just doesn’t make the cut today…

Or this week…
Or this month…
Or this year.

The Critical Value of Personas

Whether your focus is sales or marketing, you know that generic messaging yields generic results. The business that can make it’s product feel relevant and Personal will always beat the competition who offers bland services, features, or functionality.
You cannot make your message personal until you know who you’re personalizing it for. Many times I’ve seen companies target female buyers with ads, email, and web imagery that are predominantly male. I’ve seen companies target 25- to 30-year-old buyers with long and wordy messages. I have seen entire marketing campaigns targeted at corporate decision-makers promoting specific features and product functionality. These are gross errors that are almost always guaranteed to fail.
The value of a Persona is that it forces the most valuable trait in sales and marketing — Empathy.
When we think of our target audiences as people it changes the way we market. People live lives, raise children, have mortgages, careers, promotions, and dreams. People are worried about judgment, getting fired, or missing opportunities.
People are very different in character and remarkably similar in how they make decisions. With marketing, there is this universal truth:

If you try to reach everyone, you will reach no one. If you try to be everything, you will be nothing.

The only way to make your marketing relatable, relevant, and impactful is to define who you are targeting at an individual level. What makes them tick? Why they would care about you? You need to answer these questions, then wrap everything in your marketing process around them.

A Persona Is Not A Business

Perhaps the most common “miss” in Persona development is that marketing and sales teams define the people they are targeting by the companies they work for. At every company, there are very different people working in very different roles. Some are highly technical and require advanced degrees, such as engineers. Others are very Personal and require no higher education, but do require “soft skills,” like sales. Business leaders get frustrated by too much detail, but a junior resource need lots of information to distill and present to their higher-ups.
When your Persona is “companies in the Midwest with 250M+ annual revenue and 500 employees,” there is no chance your messaging will be on point. That is not a person, so it follows that it is also not a Persona. There are at least 500 people, likely grouped in 20 different departments with different working skill-sets, priorities, job functions, lives.

If your Persona is a company profile, you are guaranteed to miss.

How Many Personas Should I Have?

 

If you are ready to take your marketing to the next level and you’re passionate about Personas — that’s great! Now the immediate risk is over-segmenting your audience, which leads to massive time loss and creates targets that are so narrow and nuanced that they cease to be useful.

My Rule For Personas: Three Per Vertical

I’ll use my own business for example. My team could help any marketing organization. We’ve worked with massive Fortune 100 companies and local “mom-and-pop” businesses, B2C and B2B, non-profit and membership, financial and venture capital.

At Tactical Marketing Automation, we made a deliberate decision to not market to “everyone we could help.”

We made a deliberate decision to not market to “everyone we could help.”

Instead, we focus on four verticals: B2B Services, Credit Unions, Membership Organizations, and Manufacturing. In this process, we have defined three Personas for each of these industry targets.

I break my Personas down into three main categories:

Decision Maker

The Decision Maker Persona is typically the person who will approve the purchase but not directly engage with or use the service. In most companies, this is an executive who holds budget authority but doesn’t get involved in the nitty-gritty of the tactical execution process.

  • Purchase Authority
  • Executive

Influencer

The person who will use the service but isn’t likely to have the budget authority. Often this is the Manager or Director level of an organization that will directly benefit from using a product or service but doesn’t have purchase authority.

  • Engages with the Product/Service
  • Managerial

Beneficiary

The person who will benefit from the service but is not likely to use the service. These are the people in an organization who may be suffering from the problem that your product or service helps to solve, but would not be involved in solving the problem.

  • Problem to Solve
  • Anywhere Within the Business

When you see how these fit together, a clear business case emerges. For example, a clever CEO (Decision Maker) looking to increase revenue will approve a budget for the savvy Marketing Director (Influencer) to engage with Tactical MA; Sales (Beneficiary) will receive an increased lead flow.

How to Build an Effective Persona

Remember that a Buyer Persona is a fictitious customer or client. The goal is to create the “ideal buyer” so that you can empathize with their day-to-day struggles and tailor your marketing towards their needs.
An effective Persona has three core elements:
  1. Name
  2. Demographic
  3. Psychographic Traits

What’s In A Name?

The very first tactic we use in developing a Persona is to give them a real person's name. This helps in two ways. First, it helps us to remember we’re thinking about an actual living human being. Second, it makes it easy to contextualize this for our team. When working through messaging briefs or design, we can ask, “Will this resonate with Janice?”

This context breeds empathy in our human brains and facilitates genuine creativity.

Demographic

Demographics relate to “census” type information. Education level, income, age, etc. Your Persona should include enough demographic data to clearly define who you’re targeting.
While gender may not be a major concern for you, age probably is. Is your marketing targeting edgy up and coming managers or are you looking to target seasoned professionals? What’s the best fit for your product or service?

As we refine these questions down, focus on the following attributes:

  • Role/Title
  • Age
  • Education
  • Income
  • Housing
  • Geography

 

Psychographic Traits

Psychographics relate to “attitude” information. This is where the difference between good and bad Personas is made.
For clarity, if your Persona is 100% demographic, then yes, I called it bad... because it is.
There’s a lot of psychographic development to add to Personas. Some of my favorite questions to include are “What is their day like?”, “What motivates them?”, and “How do they get information?”

This is how you personalize your marketing. This is how you create marketing that hits. Now you have real and tangible targets that you can truly tailor your messaging towards.

The Whole Point

There are four absolutely critical questions that we ask for every single Persona. These four questions are the core of everything in the Tactical MA marketing methodology, every campaign we design, every image we create, every asset we build.

They are simple and yet oh so amazingly effective:

  • “What’s the problem they need you to solve?”
  • “How will your solution help solve this problem?”
  • “Why is your solution better than any other option?”
  • “Why would they object to the solution you offer?”

 

In the marketing work that we do, everything aligns with one of these questions or it isn’t allowed. If a hero image doesn’t relate to one of these questions, we don’t use it. If an email or ad doesn’t answer one of these questions, we don’t run it.
I have sat in more than a thousand conversations where these simple questions changed the course of entire marketing departments. I have listened to CEO’s who have worked 30 years building their business as they realize that they don’t really know who their customers are.

And I have watched the simple act of developing a Buyer Persona change the strategy and increase the output of marketing over and over. Statistically, by about 300%.

So if you aren’t getting what you need from your marketing, if the leads aren’t there or the sales revenue seems a bit light, my first and best recommendation is to look at your Personas and ask:

“Do I really know who I’m talking to?”

Ready to get started? Click below to download our guide instantly.
Need more help? Contact us HERE to schedule a consultation!

3 Keys to Align Marketing to Your Business

3 Keys to Align Marketing to Your Business

It’s been 7 years since the Fournaise Group published a survey stating that “80% of CEOS admit they do not really trust, and are not very impressed by the work done by Marketers.” It’s an old article that I find immensely insightful in my everyday work and life. In my career, it focused me on the right priorities, making sure that every marketing activity was aligned to the priorities of the CEO.  I had no idea that this simple change would one day lead to the formation of my owner marketing agency and consulting company.

However, just saying “marketing should be aligned to the business objectives” is stupid obvious and very unhelpful.  I’ve never met a marketer who said: “I don’t care about the business I just want to make pretty pictures.” In fact, every marketer I’ve worked with throughout my career has been extraordinarily passionate about their work, the results of their work, and the positive impact it has on the business.

As I take a moment to reflect, I think about some key influencers on my path. Great marketers like who not only taught me skills, they challenged me to be better and think differently. They were passionate about their work, committed to the business, and celebrated by the Sales team. Until the company missed a sales number – then it was their fault. As silly as this is, every marketer has been there; we all know that marketing can sometimes be a frustrating, disheartening, and thankless job. If marketing was easy, there wouldn’t be an entire industry dedicated to it.

It’s my experience that the biggest reason marketers “miss” is because they didn’t know what they were aiming at.  They are told to find leads, and they do, but they aren’t the right people. They are told to find the right people, and they do, but they aren’t converting. They are told to create better-qualified leads, and they do, but it is taking too long.  On and on it goes, such is the nature of poorly defined goals that are not part of a well thought out plan.

So how do we take the statement “Marketing should be aligned to the business objectives” and make this more practical? How do we turn a platitude into a plan? 

1) Executives Set Data Driven Goals

Every successful marketing organization has clear, actionable marketing objectives and it is the role and responsibility of a company executive to set these goals. You don’t have to know how to make it happen.  It will be the job of the marketers to figure out how to do “it”, but it is the executive’s job to define what “it” is.

We have invested a considerable amount of time unpacking this concept substantially in our new whitepaper – Aligning Marketing to Your Business.  The feedback has been excellent and we trust you will also appreciate the insight. 

2) Form a Sales and Marketing Covenant

Neither of these organizations can function without the other.  It is a symbiotic relationship consisting of two partner organizations working together to accomplish the same goal. With the executive goals set, the leaders of these organizations should agree to a strategic marketing plan, a tactical marketing plan, and a specific timeline of execution.  If either party deviates from the plan, they should be proactive and provide this information to the other the way we would in any other healthy relationship.

3) Apply the Science of Marketing

Marketing is to Psychology as Engineering is to Physics.  Humans in a given culture behave predictably, and great marketers know how to use this. Great marketers always define their target audience, always define their buyer’s journey, and always develop tactical marketing plans to target each stage of this journey with relevant content to keep them moving.  When done right, marketing is predictable. Lead generation, opportunity conversion, and customer retention become statistical norms that can be counted on and invested in.

Write it down.  

Formalize the expectations, the strategic plan, the tactical execution plan, the timeline, and the signoff.  These formalities create accountability and unity among companies. If I have helped you, I’m happy, if I have engaged your mind, I’m glad, and as always, if you’d like to entertain hiring Tactical Marketing Automation as your agency, I welcome the call.
3 Attributes Of An Honest Agency

3 Attributes Of An Honest Agency

The Problem with Marketing Agencies

I have spent the last 5 years in the marketing automation space because I feel that it is a must-have for any company in this day and age. Learn how and what people look at when they visit websites and use the analytics generated from these behaviors to see how your marketing efforts are succeeding.

Recently, I made a career change to a digital marketing agency because I feel that with all of the different technologies out there, marketers really need guidance and coaching. They need to understand not only how to create an email or post on social media, but more importantly, they need to have a strategy and the understanding of what to do with the data they collect.

In the many conversations I have had with my customers I was stunned to hear that after working with marketing agencies for months, they were still struggling with sales not getting enough leads, they didn’t have a strategy in place, and that they had no reporting to measure the success and quality of their efforts. As a marketing software vendor, I knew these were not challenges they should still have.

I realized that agencies are incentivized to keep you ignorant. If you don’t know how to do what they do, it prevents you from holding them accountable. For this reason, many agencies are opaque; they treat strategy like a black box of hidden secrets and they try to automate as little as possible. These dishonest practices ensure you will pay their retainer for years to come.

Many marketers are looking for help with improving their skills with one main goal, revenue impact, this is where the right marketing agency can be a big help.

So what are the tells that your agency might be dishonest? I’m happy you asked. 

 

What are the tells that your agency might be dishonest? I’m happy you asked.

1. Excessive Hours

Agencies support many types of customers, and some projects take longer than others. Having said this, a good agency can support a full-time marketing effort with a part-time hourly retainer. Why? They should be better at this. When you think about a full-time staff member, they have to attend 1 on 1’s, company meetings, team events, and build relationships with people in the office. SFGate states that employees admit to wasting about 40% of their time at work, this means that replacing the function of one whole team member should, at the max, cost you 100 retainer hours a month (And that’s assuming the agency isn’t able to be more efficient due to expertise and experience, which they definitely should). At Tactical, we aren’t even allowed to sell retainers over 30 hours per month without our CEOs approval because they are so rare.

2. Vanity Metrics

Agencies are supposed to be the best of the best. Agencies know this, they know when your campaign isn’t working, and often, they know whether it will work or not before it even launches. A great agency doesn’t just execute tasks, they help you define goals, prioritize work that contributes to those goals, and measure their success with predefined metrics. If an agency is distracting you with extensive reporting on opens and clicks or website traffic and dodging the question of return on investment, then you’re seeing the sign of neglect, incompetence, or dishonesty.

3. No Results

Not all projects are measured in dollars. Sometimes there is a specific project focus like inbox placement, deliverability, or sales inquiries. A good agency will always have transparent reporting the demonstrates the objective they were hired to reach is being met, and if not – why not. A good agency knows that not all plans work, there are literally millions of variables that can impact the success of a marketing effort. They also know how to overcome these obstacles and actually deliver results. If your agency is better at delivering excuses than results, it’s probably time to start looking for a better partner.

Tactical MA: A Different Kind of Agency

At Tactical Marketing Automation, we work in partnership with marketing teams to increase revenue,  more importantly we take every opportunity to help them understand the logic behind the solutions. Our approach is quite simple, we build trust with regularly scheduled meetings, get to know who we are working with so we can be on the same page as our clients, and we always have the marketers back. Trust, respect, expertise, and communication are the critical ingredients in working with a digital marketing agency. At Tactical, this is how we run our business every day.

 

Stuart Nessel I VP, Sales and Client Relations
Tactical Marketing Automation
Phone: 847.224.9759
stuart@tacticalma.com

 

Put The Mayonnaise Away

Put The Mayonnaise Away

I was 15 and I thought I was invincible.

I was the kid who didn’t have to (or thought I didn’t have to) study and could still show up and ace a test.  This is one of those “skills” that does not serve you well in the long run.  School, work, and life inevitably get more and more challenging as you grow.  Going into more challenging situations unprepared as an adult sets you up for failure.

During high school, my mother, who was wheelchair-bound from multiple sclerosis, found out that she had brain cancer and underwent surgery to remove the tumor. Despite this, she continued to persevere, raising a child on her own, competing in triathlons, raising dogs for Canine Companions for Independence…you get the idea.

By 15, I had seen both sides of the poverty line.  When I was younger, we lived in someone’s garage that had a bathroom.  My mom slept on the couch and I got the closet.  By the time I was in middle school we moved to Land Park (an upper-middle-class neighborhood in the suburbs of Sacramento).

Why am I telling you my life story in an article on a marketing blog (there isn’t enough internet for my full life story)?  All of the things, good or bad, that I have experienced in my life have brought me to where I am now.  I have done everything from washing dishes to running my own company, and I am not above washing dishes again if that was what was necessary to provide for my family.  Most marketers (or business people in general) know what they need to do, we give free consultations away all the time; the plan is there.  Where people fall short is not having the tenacity to do the right thing, all of the time.

Anyway, I digress.

The vice principal at my high school, Brandon Contreras, once told my mother, “I have never met someone so intelligent who worked so hard at trying to do the wrong thing.” In life’s irony, I reconnected and worked with Brandon 20 years later.

I married twice, made all sorts of foolish decisions, and continued to look for shortcuts.  If there was a paved path to the beach and a rocky cliff next to it, I would always take the rocky path.

Get to the point Jake!

Eventually, I grew tired of making the wrong decisions.  I had the drive to be ridiculously successful, without the toolset to know how to achieve success. It was time to take a page from my mom’s book.

What it all boils down to is HARD WORK.  There are no short cuts in life.  No, really, I am going to say this once more – THERE ARE NOT SHORTCUTS IN LIFE.

I had glimpses of success throughout my life (out of dumb luck and being personable), but it wasn’t until I decided to truly apply myself that I realized that hard work always pays off.  You can sit around and wait to win the lottery, or yell at your roommates to put their shit away, or you can just put the mayonnaise away yourself and it will take one tenth of the time than whining about it does.

Marketing, or any job for that matter, isn’t always about the technical details.  What will make you successful in any environment is outworking, and out-behaving everyone around you.  What will make you even more successful is doing all of this with kindness and love.

Here is what I would like for you to take away from this article:

 

  • You will never fail by working hard.
  • Don’t take shortcuts.
  • Stay humble.
  • When you are tired and want to throw in the towel remember that someone else always has it harder than you.
  • Treat others the way you want to be treated.
  • Hug your mother.
  • Just put the mayonnaise away.
Marketing Misaligned: Your Buzzwords Aren’t Helping

Marketing Misaligned: Your Buzzwords Aren’t Helping

Marketing Misaligned

Your Buzzwords Aren’t Helping

You probably already know this, but there is a problem in marketing.  Specifically, marketers are not getting the job done. They are not getting the results they were hired to achieve.  It is my opinion this is because businesses don’t really get marketing, and marketers don’t really get business. Simply put, marketing is out of alignment.

Aligning Marketing to the Business

I’m a CEO, I get the perspective the most.  I didn’t launch Tactical to be famous, I launched it to make a ton of money.  My customers pay me very well to get results they can take to their executives or to their board rooms, and I’m very good at it.   Having said that, I’m good at it because I understand the essence of marketing and how to run a business.

Marketers are mercenary story tellers and every one of us knows that we can get sales to the starting line, but it’s the product and the sales team that will ultimately win the deals.  Whether you are the marketer or the business leader, if you want the most from your mercenaries, you have to give them specific, achievable goals that are aligned with your business.

As an agency, I’m an outsider and this affords me an opportunity to start with the basics on every project.  I get to ask questions about your company, your business, your customers, and your sales process. As an outsider, my questions are often insightful, and expose gaps in the business.  People are impressed and wowed at the impact and ramifications of their answers on their business, sales, and marketing strategies.

I also know that it would be political suicide for an insider to ask the same questions.  

For business leaders – it’s time to give marketing the safety they need to ask the right questions. Marketing has to ask the questions “Why would someone need this?”, “What value do we provide?”, and “Why are we their best option?”  

If the marketing team has to be creative to answer these questions, you don’t have a marketing problem, you have a business problem.  These questions are fundamental to the success of your business. If marketing cannot clearly define them then they fail to deliver – that’s on you, Mrs. CEO.  

Firing the CMO won’t change the fact your business is not aligned to your customers.  Equipping the CMO with the answers to these questions will allow her to succeed in aligning Marketing to the Business.

Aligning Marketing to Sales

Every time someone talks about Sales and Marketing alignment, they really mean “Marketing gets with the Sales program.  Deep inside the heart of every marketer that really gets marketing, they all know this is a problem. Lost in the corporate buzzwords and revenue goals, there is a simple truth that marketers know and can’t say.  

  • Every time a CEO says “the only thing that matters is the bottom line.”
  • Every time the CRO says “no one cares about engagement, the only goal is revenue.”
  • Every time the CFO says “unless you can show me ROI we can’t approve more budget.”

The heart of every marketer wants to give one very real, very honest  answer, “That’s not how it works.”

“That’s not how this works.”

Every Marketer Ever

Marketing is like an engine.   Fuel, fire, and air create explosions that move pistons that turn crankshafts that transfer energy to the transmission  which spins axles that turn wheels.  You can’t measure its effectiveness by any component, and you can’t succeed when any component is missing.  Asking “What’s the ROI of my email campaigns?” is like asking “What the gas mileage of my transmission?”  That’s just not how it works.

But they don’t say that.  The marketer works to show the ever elusive “ROI” measured in top line revenue and bottom line profitability.  But no matter how much data they give, no matter how many facts they present, no matter how many reports connect their efforts to the success of the company – its never enough.  Never enough leads, never enough revenue, never enough proof.

Sales and Marketing alignment is just that, an alignment.  It’s a covenant between both groups around a common message and set of goals.  These two organizations cannot be silos.

This is math, plain and simple.  It requires crystal clear funnel goals that start with the total revenue number and work backwards from there.  You have to build the engine.

  • What is the revenue target?
  • How many Opportunities do we need to win to reach that target?
  • How many Opportunities do we need in the pipeline to win this deals?
  • How many Marketing Qualified Leads  do we need to become Opportunities?
  • How many Leads in Nurture will generate those MQLs?
  • How many engaged audience members do we need to generate those Leads?
  • How big of an audience do we need to get that engagement?
  • Will the market support this?
  • Where will we find this audience?
  • How do we communicate with them?
  • How much will it cost?
  • Is that budget approved?

If the Sales and Marketing teams are not both involved in this conversation, if they are not both in agreement about every single step in this process, prepare to miss your revenue target.

Neither of these organizations can function without the other.  It is a symbiotic relationship, two legs on the same body. If sales is demanding “more leads” and marketing is demanding “more budget” they are both trying to solve the same problem.  Pointing fingers is unproductive. Sitting down and making a plan is the only solution.

What’s the ROI?  If you have to ask that question, you didn’t make the right plan.  Neither team won on their own.

The ROI is your Quarterly Sales divided by your Quarterly Marketing budget.

Aligning Marketing to Marketing

This seems dumb, but it’s very, very real.  Marketing departments are rarely aligned to the science of Marketing.

Marketing is an industry that is full of artists.  The person who enters the field of marketing is typically not an analytical business driven professional.  About 80% of persons in digital marketing have no formal training in marketing, and are trying to figure things out as they go without the skill set required.  That’s OK, it works.

I believe marketing is a science.  It’s predictable, measurable, and when done right, very scalable.  I know that I can generate 1/300 marketing qualified leads for every database.  I know the open/click rates on cold emails, warm emails, opt-in emails. I know how many submissions I will get on a form before I ever deploy a campaign.

I’m am not a better marketer than anyone else in the field.  Armed with the same insight, I’m confident that any marketer who’s worth their salt will accomplish the same thing I can.  I am very good at asking the right questions to define the business objective, form the marketing strategy, and make a tactical marketing plan that will accomplish the goal.

They key to aligning a marketing team around the science of marketing is to give them a plan.  The artists don’t have to understand the objective, they just have to play their part very well.  Overwhelming a copywriter with demands to generate leads is a fast way to failure. Giving that same copywriter the tactical marketing goal of “We want people to feel…” will equip them to accomplish the tactical marketing goal and the strategic business objective.

This is why it is so important to have a plan. Leaders must be leaders.  Soldiers must execute well. If Marketing is aligned to the Business and to Sales at a leadership level, all that remains is effective management of the team.  

As Leaders, it’s up to you to hold the stress and pressure of performance while the team you have built executes against the specific tactical marketing tasks you have assigned. Then watch the magic happen.

“Then watch the magic happen.”

So what’s next?

Every marketer wants to feel successful.  Every marketer wants to know that they have the praise and admiration of their colleagues.  They want to be recognized for the hard and brilliant work they are doing.

I love helping people, it’s what I do.  As such, Tactical Marketing Automation is going to be starting a series of blog posts, white papers, and and videos designed to help companies develop their marketing business plan, strategic marketing plan, and tactical marketing plan. 

If you haven’t signed up to our mailing list – now is probably a great time to do so. 

About Phil Bosley

Philip, CEO, has nearly 20 years of marketing experience and has served as a consultant, advisor, and resource for thousands of companies like yours.