Are All Marketers the Same? My Response to Harry Joiner’s Post (by the way, I am a fan of Harry)

In the quest to decipher the world of marketing, a question asked by Harry Joiner : Are all marketers cut from the same cloth? Although Harry's question was meant to spark conversation, he possesses one of the sharpest understandings of the answer.

To answer this, let's ponder another question – are all CEOs or CFOs identical? Drawing parallels with other professions like law or medicine.? Humm, imagine one asking a tax attorney to represent them at a trial…good luck with that - just adding a touch of humor to the debate, but in reality, the complexity lies in how one defines marketing.

With over 30 years of experience navigating the realm of marketing for esteemed companies, I propose a nuanced response – yes and no. Marketers, much like executives, are not universally uniform. To truly understand this, business leaders must consider the intricacies of effective marketing, a facet often overlooked. This complexity extends beyond aligning marketing efforts with the unique characteristics of a business.

CEOs often face a barrage of marketing pitches promoting automated nurture, paid search, SEO, and other seemingly foolproof tactics. While certain methods form the foundation for many businesses, it's crucial to acknowledge that what succeeds for one may not necessarily work for another. Marketing is not a one-size-fits-all template; it demands a customized approach based on the distinct products, services, and opportunities of a business.

Certainly, a proficient marketer adheres to foundational principles, constructing a strategy that aligns with a business by considering factors such as brand status, competitive standing, target segment specifics, product or service demand, and sales revenue/margin. While the thought processes in marketing may share similarities, the answers to specific questions lead to divergent outcomes, marking the distinction in experience and approaches. So, is marketing universally the same? Yes, but the responses to the questions below unveil the need for different types of marketers, making it a nuanced landscape.

?For example:

1. Brand Status:

?? - Is your brand new to the market?

?? - What is your brand awareness?

?? - Are you the market leader?

?? - Do you have a positive brand image?

?? - Is your brand trusted?

2. Competitive Status:

?? - Are you a high-value, highest-priced seller?

?? - Where do you stand on the price spectrum?

?? - What is your market share in volume and dollars?

3. Target Segment Status:

?? - Is your target segment finite and known?

?? - Does your segment experience constant entries?

?? - Do you have a reliable marketing list??

4. Product and/or Service Demand:

?? - Is there pent-up demand?

?? - Is the market saturated?

?? - How do you differentiate your offering?

5. Sales Revenue/Margin:

?? - What are your current sales goals?

?? - How many conversions come from marketing?

?? - What is the expected revenue per win??

Aligning marketing choices with this assessment requires a nuanced understanding. For instance, a new market entrant might prioritize branding efforts like print, digital, and trade shows to establish credibility. However, exceptions exist, such as when introducing disruptive technology, where programmatic and social efforts could take precedence.? To truly succeed in marketing, it is crucial to understand the subtle differences in target audiences for various products and services. Take the time to study and experience these nuances to gain a competitive edge.

For instance, when I created an online Pet Insurance business vs creating and launching products for Coke and Pepsi. The thought process was the same, but the execution and target were different and required different experiences and skills to be successful.? Here is where things get complex when you looking for the right marketer.? Are you looking for someone to build and create something or someone who executes, then the answer to the question that all marketers are the same, my response is yes and no.

This perspective aims to encourage CEOs and CFOs to pose critical questions about the type of marketer they require. Understanding how marketing aligns with a business's current status, strategy, market demand, pricing, and competitive positioning is vital. If you are looking for that unicorn marketer, we’ll need a deeper discussion, feel free to reach out, I am happy to help those CEOs and CFOs think through what questions they should be asking when searching for a marketer, at least from a practitioner's point-of-view.