True story: After 3 months of working with Mosaic, including 2 weeks of paid ad testing on LinkedIn, a client new to marketing was disappointed they weren’t seeing an increase in leads THEY expected.
Meanwhile, Ben Scandlen and I were pumped because after the same 3 months, we were seeing branded search impressions increase — proof that the initial marketing efforts we put in place were working as WE expected.
Misaligned expectations are one of the biggest reasons for CEO-CMO conflict. Here’s the conversation we should have had upfront:
Even though your product is great, familiarity and recognition comes before demand. Your buyers won’t care what you have to say if they don’t know you and they won’t make the time to get you know you until they feel the need to.
Given that, here’s what you CAN expect to accomplish in the first 90-days of marketing:
🔹 Alignment around a well-defined ICP and buyer persona(s)
🔹 Identification of the right channels to reach them
🔹 Consistently getting in front of your buyers
🔹 A way to measure what’s working
That way when they are interested or ready to engage, they already know who you are.
Recent Comments