Marketing, when done correctly, is a powerful offensive strategy that drives growth and transformation within a company. Unfortunately, many companies only consider making changes to their marketing strategy when something is going wrong, such as missing sales quotas or underperformance. This reactive approach prevents companies from capitalizing on opportunities that could significantly accelerate their growth.
Most companies think about marketing only when they need to fix a problem. For example, they might react when their sales team fails to meet its quota multiple times or when they realize their marketing efforts are underperforming. This leads to a cycle of reactive decision-making, where marketing changes are made to address issues rather than to seize opportunities.
Another issue is that companies often evaluate marketing efforts within a short time frame, typically 90 days. However, true marketing success—what the speaker refers to as "offense"—occurs over a longer period, like 18 months or even three years. This long-term approach builds a brand, creates momentum, and brings about transformational change that short-term tactics can't match.
The speaker emphasizes the importance of thinking about both business growth and career development over a longer period, such as three years. This approach allows for the development of skills and strategies that can lead to significant success, both for the company and the individual.
In 2016, many B2B companies heavily invested in physical events, allocating 50% of their marketing budgets to them. Despite the apparent success of these events, there were clear signs that digital marketing was becoming more important. Companies that failed to scrutinize their digital spending or invest in new marketing channels missed the opportunity to prepare for future challenges.
When COVID-19 hit, these companies were caught off guard. Events were canceled, outbound sales became less effective, and marketing teams were under pressure to deliver results without the necessary digital marketing infrastructure. This situation forced many companies into a defensive position, struggling to adapt to the new reality.
The speaker contrasts this reactive approach with their own strategy in 2016. By recognizing the signs of change early, they invested in digital marketing, content creation, and community building. This proactive approach paid off during the pandemic when others were scrambling. For instance, at Refine Labs, the team quickly pivoted to live event podcasts, producing 180 episodes in 18 months, which significantly drove business growth.
Marketing, when approached as an offense, is a game-changer for companies. It’s not just about reacting to challenges but proactively seizing opportunities that can lead to significant, long-term growth. Companies that shift their focus from short-term fixes to long-term strategy will be the ones that win in their respective markets.