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Posts tagged ‘committment’


Marketing is not a campaign. It’s a commitment.

Marketing is a committment

Image source : Flickr @ Saudalf the Grey

We marketers have lost a part of our commitment to our customers. We’re spending more time on campaigns than on making commitment efforts to our customers.

This blog post is about how we should turn that around.

Time sucking campaigning

When B2B marketing strategies are turned into tactics, often marketers turn their attention to running marketing campaigns. Sometimes even multiple campaigns at the same time.

Typically these campaigns are planned extensively, and can be a big time suck. They run for about 2 months, and then it’s time for the next campaign.

Campaigns seem the magic word.

Campaigns seem the only way you can bring our strategies to life. One campaign after the other is going to your customers.

Campaigns have become equal to marketing.

You wish you had a bigger “return on effort”

But deep inside of you, you wish you had a bigger “return on effort”.

I even bet that if you would ask your customer “Did you see my campaign”, the’ll hardly remember it after 3 days.

Your campaign is just a little “blimp” on their radar.

They are stunning “blimps on a radar”… an exercise

Not so long ago, I ran an exercise in which we interviewed a number of our resellers. Read more »