Shameer Sachdev founder of Growth Gorilla and Mike Baliman have a wide-ranging conversation about marketing. They cover most angles, oldSkool and newSkool.
You may have noticed that “build it and they will come” ain’t how the world works in the 21stC unless you a building a fountain of liquid gold but you’re gonna’ have a hard time making a profit with such a business even if marketing takes care of itself.
However, like everything in life we can all improve in all aspects and so this kick-around conversation is less to give you an A-Z encyclopedia on How To Market than to discuss various ideas and angles and for you to pick out whatever resonates most with you that you might work on in your business tomorrow.
Topics discussed include:
- How do we define marketing? how do we define sales?
- Shameer’s career journey and move over time towards marketing and sales
- Marketing as arousing interest in your brand/product and sales being directly communicating with a potentially interested party
- Marketing – “getting a horse to water”, sales “getting them to drink it”
- Many companies still surprisingly (esp in tech?) underestimate the need for marketing
- Build it and only veeeery rarely will they come
- Why sales is dependent on marketing – what happens if marketing hasn’t been done well
- The importance of simple, clear messages in marketing
- Message development – being too close to the wood to see the trees
- The unique aspect of marketing FS products/services
- WIIFM – “what’s in it for me?”
- A case study
- How to understand the market as well as the businesses perspective – B2C and B2B
- Market research in B2C and B2B
- A case study of finding the real pain points that would never be admitted in the open
- Conversion-rate challenges in marketing and sales
- Onboarding element refinement
- Case study re “free pilot studies” – why “free” doesn’t work (at least in B2B)
- Case studies of the best marketing in Fintech
- Case studies of marketing failure
- Growth Gorilla’s marketing of marketing their products/services
And much much more 🙂