Marketing is vitally important for all sales organizations. It’s how messages about the product or service are delivered, it’s how you expose consumers to messages about your brand, and it’s how your company gets people in the door. However, marketing is not always done effectively. There are a lot of things that aren’t going well with marketing. Wayne Mullins explores what’s wrong with marketing, and how to correct it, in this expert sales interview hosted by John Golden.
This expert sales interview explores:
- How to define marketing
- The importance of defining marketing metrics
- Getting consumers to know, like, and trust you
What is Marketing?:
Most people don’t really understand the difference between marketing and advertising. By default, people assume that they’re one and the same, but the reality is that advertising is just one piece or one component of your marketing.
Historically, marketing has not had a very clear cut, large scale metrics. Sometimes the success of marketing has been measured within the marketing department, but it’s not really attached to outcomes. This is one of the biggest things that’s not working with marketing: the metrics. It’s really easy to develop a checklist approach to being a marketer.
Know, Like, and Trust:
If you think of a traditional sales funnel, there are three elements that are absolutely required to move someone from out in the marketplace as consumers, to the point of getting them to make a purchase. The first element is that they have to know about you. If they don’t know about you, they can’t find you to make a transaction. The second element is that they have to like you.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.