Marketing – The Little Black Classic That Works

As much as I’m tired of receiving a flood of ads about trends, fads, and new marketing methods (and other topics) at this time of year, I bet you are too. However, just like a good old pair of black Converse sneakers can solve a lot in your day-to-day life, marketing also has its core fundamentals. When well-executed, they already guarantee 80% of the results. Before worrying about the latest trends, it’s essential to realize that we often don't even do the basics well — let alone keep up with new trends.

The Basics That Truly Work in B2B Marketing

Creating a Marketing Plan with SMART Goals Having a marketing plan with SMART goals is fundamental, yet many companies skip this step or fail to revisit it periodically. The plan must include well-defined personas, appropriate channel selection, relevant KPIs, and clear timelines. Additionally, the strategy must stay aligned with internal and external changes to ensure the plan remains relevant and effective over time.

Aligning Marketing and Sales True alignment between marketing and sales goes beyond occasional meetings. It’s about creating continuous processes with shared goals and integrated communication. Without this alignment, even the most sophisticated tools and campaigns will fall short. A well-synchronized effort is essential for achieving consistent results.

Understanding the Client’s Pain Points Rather than focusing solely on self-promotion, marketing should prioritize solving customer problems. In the B2B space, those who demonstrate value by addressing clients' pain points stand out. Content that focuses on these needs is far more impactful than campaigns centered on self-praise.

SEO and Evergreen Content SEO strategy remains a cornerstone of marketing. Producing relevant, long-lasting content that answers audience questions and maintains value over time is far more effective than chasing fleeting trends. Consistent, valuable content strengthens digital presence and attracts qualified leads.

Constant Lead Nurturing and Follow-Up Generating leads is just the beginning. Maintaining constant communication through email campaigns and personalized interactions is critical, especially in B2B, where the sales cycle is longer. Companies that stay close to their prospects and continuously nurture them are far more successful in converting leads into customers.

Master the Basics, and the Rest Will Follow

Steve Jobs once said: “Innovation is saying no to a thousand things.” The same applies to marketing: sometimes, less is more. Before chasing the latest trends, ask yourself: Are we doing the basics well? Is the company’s strategy up to date and clear to everyone involved? Is the value we deliver aligned with our clients' needs?

Just like a classic pair of black Converse never goes out of style, the solid fundamentals of marketing don’t either. Great marketing is like the little black classic: simple, straightforward, and always effective.

Want to boost your marketing efforts? Talk to Hazlo – we’ll be happy to assist your company on this journey! Contact us:

Enjoying Hazlo’s articles on Marketing? Don’t miss out – read more below (click on the image)