The Art and Science of Marketing

Marketing Right as a Service.…The Most Efficient Way to do Marketing Right.

There is the Right Way and there is every other way.

Marketing is the #1 Challenge and the #1 Revenue Source for most companies, Yet, Most Companies Struggle Greatly with it.

You need to attract, convert, and retain a steady flow of customers in order to continuously grow your business. Marketing is a dynamic business. Content and Relationships need to be managed with your targeted audience, clients, salespeople, and customers. Prices and contracts need to be negotiated. The business must grow or face an uncertain and declining future.

Smart Growth Marketing Made Simple, Stunning and Affordable  

It’s all about the right strategy, plan, digital tools and execution. Running with the right talented and creative people powered campaigns and looking at things from a new customer perspective.

#1 SMB challenge is time: you don’t have enough of it.
#2 SMB challenge is money: you don’t have enough of it.
#3 SMB challenge is talent: you don’t have enough of it on staff.

What SMB owners and managers want: somebody they can trust to do Marketing Right in a way that really works.

With all the marketing companies and strategies out there, the issue comes from not knowing which one is worth your time and money. 

It is much Easier, Certain & Cheaper to rent the Marketing Right Team as needed, to get the growth and revenue results you want, guaranteed.

MRaaS Advertising, Presentations and Stunning Digital Effects will engage the right audience with the right compelling content that will drive revenue. 

We are your resource for Stunning Marketing Communications that responds to those challenges. Our Value-Added MRaaS promotes your products or services with the Unique Requirements for your Business to Grow with more tailored and qualified leads. 

The most challenging part is continually growing and adapting the business and its limited resources to change. It’s like changing the wheels on a car while it’s moving. You try to evolve the business while making sure things are running smoothly.

We specialize in specific lead generation success and promote “performance branding & performance marketing.” 

A Marketing Strategy designed to help get your ideal target market to know you, like you and trust you enough to become a customer whenever they are ready to buy. 

Precision Marketing and the Perfect Prospect

Precision marketing is a more advanced form of process marketing. With precision marketing, you determine the exact profile of a prospect that constitutes your Best-Case Scenario. This is a tightly defined situation where you obtain your largest average sale size with the least amount of effort, still doing things “for people”, not “to people”.

It is important that you determine the correct profile of a prospect where you have proven your competence. Review your top ten sales from the last two years. Look for the similarities. Look at the characteristics of each client and determine the “similar seven”. There will be six or seven clients that look very much alike. Take these and draw a blueprint of the profile where you have achieved your best results.

Then, focus all your new client acquisition activities on prospects that fit your new profile

– the one where you have proven competence, confidence, and can achieve consistency in results.

Lead generation marketers have dominated the B2B marketing landscape over the last decade, in large part, by focusing on generating short-term results – sales leads —and positioning marketing as a precise science where most waste can be eliminated, and all actions can be tied to a sale and customer/client outcome. 

The idea that lead generation produces more sales for companies than brand marketing is incorrect. Marketing science makes clear that lead generation captures demand but doesn’t really create demand. 

Why is it that lead generation doesn’t really create demand?

Because the 95-5 Rule makes clear that 95% of category buyers are not “in-market” for goods and services at any given time, which means lead generation can capture only a percentage of the 5% of buyers who are “in-market.” Conversely, because future buyers represent such a bigger pool of potential buyers – up to 95% – reaching even a small percentage of future buyers can produce an impact on sales that may be far greater than reaching current buyers. 

So, if lead generation doesn’t create demand, what type of marketing does create demand?

                      Memory generation

The below data makes clear that memory generation – reaching future buyers to link a brand to buying situations – generates traditional market share by first building mental market share (mental availability).

Mental availability, as described by Professor Jenni Romaniuk at the Ehrenberg-Bass Institute, is “about increasing the probability your brand comes to mind in different buying situations.” In all categories, the brand that gets remembered most is the brand that gets bought more. Thus, purchases are mostly a function of “memory generation” – not lead generation. Brand marketing is what produces memories. 

Now that we’ve established the brand that gets remembered is the brand that gets bought, here is our “RMB” framework for making sure your brand marketing gets remembered:

R – Reach the whole category
M – Message around several relevant category entry points
B – Brand everything.

While we’ve been critical of the lead generation marketers, we do celebrate the quantitative and financial approach they take to marketing measurement. We encourage brand marketers to follow suit – to identify and measure the brand metrics that really matter. 

For better or for worse, “what gets measured gets managed,” and this famous management theory quotation holds true in marketing. Because all companies are valued on future cash flows, brand marketers need to start focusing on the marketing metrics that help generate future cash flows – and make the link between brand marketing and future cash flows.

In our increasingly digital, data-driven world, advertisers have adopted hyper-targeting and click-maximizing “performance” marketing tactics mostly because the data is easy to track, not because the evidence shows the tactics generate more sales. However, as we’ve argued above, brand marketing – when practiced and measured properly – is the real “performance marketing.” 

Which is why we promote “performance branding and performance marketing.”

We believe so deeply in “performance branding” that we’ve launched the B2B program, which uses first-party LinkedIn data and years of B2B Institute expert-led research to help clients take a much more rigorous approach to their brand strategy, creative, distribution and measurement – an approach that will help them build mind share to build market share.