The 7 Deadly Sins of MarketingJuly 21, 2014 By Hana Abaza
Have you committed one of the seven deadly sins of marketing? While they may not be as detrimental as the original sins, they can make or break you as a marketer. And since I only have 1,000 words to make sure that doesn't happen, let's dive right in!
Deadly Sin 1: Marketing Without Metrics
According to a survey by the Fournaise Group in London, 80 percent of CEOs don't trust marketers. In comparison, 91 percent do trust their CIOs and CFOs. Yikes.
Today's marketer has to be more "renaissance man" and less "mad man," combining a metrics-driven approach with the creativity that great marketing is made of. A firm understanding of the metrics associated with each marketing activity is key, and identifying the success metrics of each channel comes down to understanding your goals and the purpose of your marketing initiatives.
Deadly Sin 2: Marketing in a Silo
There are two aspects to this. First, failing to communicate internally within the marketing team and to other departments. Second, assuming "marketer knows best" without talking to potential and existing customers.
Keeping the lines of communication open within the marketing team and among every department can help you gain valuable insight into what people want. Sales and customer service teams are a great resource for content, and can tell you all about pain points, problems and even things your customers love. Here are a few ways you can keep the lines of communication open:
- Have some shared goals based on the company's overall strategic direction to keep everyone aligned.
- Use a shared calendar. At Uberflip, we also send a "daily marketing update" that gives a quick digest of any new pieces on our content Hub, press or upcoming initiatives.
- Weekly stand-ups with the marketing, sales and customer success teams. Ours lasts about 15 minutes and includes updates and requests from each team.
The second aspect of breaking out of the silo is communicating with customers. In the early stages of a company or product, talking to customers to develop your messaging is essential. Run surveys, research whatever data has already been collected and pick up the phone. If you're dealing with a mature product or company, its still important to keep a pulse on your customers' pain points to make sure your messaging is still on mark.