Planting a flag in Marketing

64.

64 is the percentage of people who answered “ sometimes, when I feel safe” to the question "how often do you talk about politics at work?

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The last few weeks were intense on the political scene in the US and in other parts of the world. In the United States, it’s actually just the beginning now that the campaign has taken another direction. Let's just say that politics can be exhausting and work is the last place I want to talk about it. The answer to the pool tells me that politics is just not a popular topic at work.? Because I am a contrarian marketer, let's indeed go there. This is why, I brought a new prop: a flag.

Planting a Flag in B2B Marketing

“Plant a flag” is an expression that means take and stake out a position. In Marketing and even more so in b2b marketing, we strive to appeal to our ideal customer profile using their vocabulary, raising awareness on challenges they may or may not know they have, finding them where they are, and presenting them with offers and options that will make them convert and bring them into the sales marketing funnel.?

Often enough B2B marketers, we tried to appeal to the masses of our ICP. We are specific, but allusive. We are fun or edgy, but never ready to fall off the cliff. We are data driven, but never earth shaking. This is exactly why people say b2b is boring. We are mild at a minimum and tepid at worst.?

In politics, no decision is a decision. In Marketing no decision dilutes a brand, a soft brand weakens demand, poor demand ruins the sales pipeline. No sales pipeline jeopardizes the company business model. And before we know, it is the end of the world as we know it. I believe Planting a flag ( ie. Taking a position) stops this vicious cycle.?

The 4Ps of Marketing

I am not advocating for the clash of civilizations and for everyone to take sides. We are talking about b2b marketing not the Rise and Fall of Nations. There are certain decisions that marketers can take without deeping in one side or the other side of the political aisle, but still firmly declaring where they stand. It goes back to the good oldies 4Ps of marketing

1. Product

Shipping a product with all the bells and whistles that delivers a cohesive narrative OR sewing a patchwork of one-off features that leave product marketing struggling for storytelling to pass down to Demand Generation and Sales. This? is a political statement.

It's constructivism vs anarchy.

2. Price?

Pricing the products with an annual or monthly subscription models that is complex to extricate ourselve from OR a pricing structure with clear value at each level?

It's authoritarianism vs liberalism.

3. Places

Picking up partner only distribution OR distributing to an online storefront equivalent of a high street presence is a political act as well.

It’s elitism vs populism.

4. Promotion?

Promoting your products to the masses on any channels possible casting a wide net vs targeting a niche audience building up advertising from there is a political statement.

It's collectivism vs communitarianism?

Values Alignment for a Stronger Sales Marketing Funnel

This season, I am advocating for?planting a flag.?When you make these choices in marketing, you actually self select or part your audience. People who will stay in your funnel are the ones who adhere to your ideology and values and this makes your marketing funnel stronger whether you are thinking about landing new logos, expanding the use case of your current customers, or retaining them.?

The problem occurs when the values you share along the marketing funnel don't align with the values of the political party you are supporting. A couple of weeks ago, a company who sells stickers surprised its audience by sharing their political allegiance with an email to their database and on social media. There are some decisions that even Marketing can’t explain.?