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#25: Common Sense Marketing
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On this episode of The Marketing Water Cooler Podcast, Jeremy explains a useful analogy on buying that helps to remind you that when you’re marketing to businesses, you’re still marketing to humans.
Jeremy likens the buying process to feeling sick and going to see a doctor. If you’re sick, you might google your symptoms, ask a trusted friend, or try out a cure that a colleague suggests. By the time you make it to the doctor’s office, you’ve already got an idea of what disease you have, and what you need to cure it. It’s just the same with the buying process, as people try to get as far as they can without calling an expert. Using this thinking can help you justify your marketing decisions and budget to your executive board. Later on, he gives tips on how you can organically get involved with your clients earlier in their buying process.
Subscribe to The Marketing Water Cooler Podcast and listen out for more in-depth episodes that’ll help you plan out your content strategy for 2022 and beyond.
Timestamps
[0:47] Today’s topic: Common sense marketing
[1:27] Marketing is still about humans
[2:00] We buy like we diagnose
[5:02] Think about how you actually buy something
[6:17] How to justify your marketing decisions to the executive board
[7:55] Steph’s question: How can you insert yourself organically earlier in the buying process?
[11:09] What to ask your customers
[14:00] An example of the importance of meeting your customer where they are
[16:20] Steph’s point: Don’t make your solution more work for your customers
[17:03] A study on different values
[18:45] Don’t play hard to get
[20:00] How to frame your marketing presentation to your executive board
Links
Strategic Branding Studios website
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