Video Transcription
Jennifer Zick: Marketing is the same as it’s ever been, which is answering a few simple but really foundational questions for building your business, which is what is our business’s purpose? What is our big why? Why do we exist in the world and how do we change lives?
Like literally, if you don’t know how you change lives, I don’t know what you’re doing in business. So answering that question first, your big why, your purpose, however you want to get to that, and then you start answering the questions, then, okay, if this is our purpose, this is our life changing mission, then who needs to matter to us and how do we matter to them, right? Once you know that with clarity and let me give you a clue, it’s not everybody. It’s not everybody.
Even if you could deliver something, even if everybody should own those sunglasses you talked about, your market is not everybody. You gotta drill down deep. And once you know who should matter to you and why you should matter to them, then you have to ask, to your point, then where do we intersect their world? Right? In your business and in mine, we sell B2B. Those buyers, even if they have a TikTok account, they don’t want to see us on it. I mean, you probably have good dance moves though, Ryan. I’m going to guess, oh well, maybe.
Ryan Tansom: My girls, but not this guy who matters to us.
Jennifer Zick: Why should we matter to them? How do we intersect their universe? And then this is key, not the next question is not then how do we sell them what we sell? It’s how do we help them, how do we solve their problems, how do we become trusted to them? How do we give them value? And then you commit to the giving process. And when you’re selling B2B, that’s a long term commitment. You’re going to court this universe of would-be buyers for a really long time.
And so, you know, I have conversations every day. Our buyers are companies, 5 to 100 million in revenue. We sell to the CEO founders. These companies have been founder led, sales driven. They’ve been built on the reputation and their immediate frame of networked relationships and then word of mouth referrals, right? So they’re accustomed to highly qualified, referred opportunities that are ready for whatever they sell. That’s what their universe has been, right? Yeah.
Ryan Tansom: Right. Just turn that on, turn the spigot on and create more of that.
Jennifer Zick: Right? So now they want to scale. So scale healing means, okay, we’re gonna move beyond the universe of people who already know us and are ready for us and we’re going to start to draw in the people who should know us, who we want to be ready for us in the future. That means casting a net. I’m gonna use it. I’m gonna mix my metaphors here.
I do it all day long which means throwing seeds out into specific, you know, planting seeds in specific places, knowing it’s going to take a while for them to grow and to produce a harvest. So you asked. Well, then, how much should we spend and how long should it take? It depends. That’s what your CMO will help you navigate as it relates to realistic resourcing for your specific business and how you find and intersect your audience’s world.
