Marketing is a Marathon: Pacing Your Way to Big Goals and Long-Term Success

Hello marketers -?

The theme of this month’s newsletter is setting big goals.?

For me, a personal goal is just around the corner: I’m running the Chicago Marathon on October 13th. It’ll be my sixth marathon, and let me tell you, each one is unique. But this year’s journey has been especially tough—a nagging calf injury kept me on the sidelines for weeks, forcing me to work with a physical therapist to get back on track. I’m feeling better now, but I know I won’t be able to push as hard as I usually do. Still, I’m confident enough to give it my best.

If you’re wondering how this ties into marketing, let me draw a parallel. In both marathons and marketing, the journey is full of unexpected challenges. You start out with big goals—whether it's hitting a new sales milestone, launching a groundbreaking campaign, or driving lead generation.?

But, like a marathon, the road to achieving these goals is rarely smooth. There are injuries (or setbacks) along the way. Things don’t always go according to plan, and sometimes, you need to take a step back and reassess, like I did during my injury recovery.

Just as I’ve learned to pace myself differently this time, marketers must adjust their strategies when circumstances change. Maybe you can't go "all out" like before—budgets tighten, or your audience's needs shift—but that doesn't mean you stop running the race. You adapt. You recover. You find new ways to push forward.

Success in marketing is also about endurance, much like in marathons. The campaigns that truly make an impact aren't the flashiest or the fastest; they're the ones that keep going, that consistently show up and deliver value. As marketers, our big goals might seem daunting, but by pacing ourselves, working through setbacks, and continuously adapting, we can still cross that finish line.

So, whether you’re preparing for a major product launch or facing a tough Q4, remember that the race isn't always won by speed—sometimes, it's won by persistence and strategy. Let’s keep pushing forward, even when the going gets tough.

Running the Chicago Marathon is an incredible way to experience the city’s beauty, with its stunning skyline and historic architecture surrounding you at every turn. I recently took a picture of the Michigan Avenue Bridge, with the Tribune Tower in the background—just one example of the iconic landmarks that make this race through Chicago such a unique and breathtaking experience.?

Episode 43: Managing Channel Conflict & Navigating E-commerce in B2B | Brian Beck

In this episode, Steve talked with Brian Beck, a seasoned expert with over 20 years of experience in B2B e-commerce. Brian shares a case study about a manufacturer of pneumatic tools grappling with channel conflict, driven by unauthorized sellers on Amazon and distributors selling on the platform. The discussion covers both the challenges and opportunities of using Amazon's Business in the B2B space and Brian's journey from his first marketing role to becoming an e-commerce veteran.

Brian also stresses the need for distributors to stay competitive by launching private label products, acquiring suppliers, and becoming the e-commerce arm for manufacturers. Embracing change and using data-driven decision-making is crucial for CEOs and leadership teams navigating the rapidly evolving B2B e-commerce landscape.

Key takeaways include leveraging platforms like Amazon to build organizational e-commerce capabilities and proactively managing distributors through inventorying resellers, setting distribution policies, and launching direct sales programs.?

Episode 44: Establishing New Categorization and Humanizing Technology | Jamie Gier

Steve sits down with Jamie Gier, Chief Marketing Officer of DexCare, to explore the challenges and strategies behind building a new category in the healthcare technology industry. Jamie emphasizes the importance of aligning teams and collaborating effectively to carve out a unique space in the market. They also delve into the power of humanizing technology for branding, making it more relatable to customers, and share lessons from their extensive marketing experiences.

Additionally, Jamie underscores the significance of having a personal board of directors for career guidance and professional growth. She provides insights into the evolving marketing landscape and the qualities that successful B2B marketers need, including creativity, motivation, and curiosity.

Key takeaway: Building a new category requires strong collaboration while humanizing technology strengthens emotional connections with customers. Establishing a personal board of directors can provide invaluable career insights.

Episode 45: Rebranding Complexities & Marketing Strategies | Rowan Tonkin

Steve talks with Rowan Tonkin, CMO at Planful, about the challenges of rebranding a company within a tight timeline. Rowan emphasizes the importance of a customer-centric approach and external collaboration to ensure rebrand success. He also discusses marketing strategies for a data technology platform, focusing on the benefits of account tiering, hyper-personalization, and intent data.

Rowan shares insights from his international career, comparing marketing approaches in Australia, the UK, and the US. He stresses the need for transparency in marketing, similar to that in sales, and highlights the value of having diverse experience to understand different business functions.

Key takeaway: Successful rebranding requires a customer-focused approach, strategic collaboration, and personalized marketing powered by intent data.

Stay tuned for more discussions from industry experts in our upcoming episodes!

Every Marketer Needs an Eric: The Power of Guidance and Motivation in Achieving Your Goals

As I’ve been preparing for the Chicago Marathon, one person has been instrumental in getting me back on track: my physical therapist, Eric, at Athletico. After my calf injury, I wasn’t sure if I’d even make it to the starting line. But Eric helped me work through the pain, adjust my training plan, and rebuild my confidence. He didn’t just give me exercises; he provided the insight and motivation I needed when I was unsure of what my body could handle.

This experience made me realize that every marketer could use an "Eric" in their lives. Whether it’s a mentor, coach, or even a trusted colleague, having someone who can see the bigger picture when you’re too close to the problem is invaluable. Just like Eric helped me adjust my running form and strategy, a marketing "trainer" can help you fine-tune your approach—spotting gaps you might have missed, providing a fresh perspective, and offering that extra push when you need it most.

Sometimes, we all need a little encouragement to keep going, especially when the results aren’t immediate. Marketing, like marathon training, can be a grind, and it’s easy to lose sight of the finish line when you’re bogged down in the day-to-day. Having someone in your corner who believes in your potential and keeps you motivated through the tough stretches can make all the difference in crossing the line stronger than you started.

Last Laugh: A Fun Meme?

And with that, we've reached the end of our newsletter journey.?

Keep smiling, stay creative, and remember: in the world of marketing, it's those who dare to be different that make a lasting impact.?

Stay bold, stay inspired.

Until next time, happy marketing!

Steve