I often say that marketing is like comedy because everybody thinks they can do it.   Did you hear about the guy that decided to try bungee jumping for the first time on his way back from a heavy session at the pub with the words “How hard can it be?”. If you don’t know what you don’t know then your analysis and judgement will be less effective.  Our bungee jumping friend decided to use a rope rather than a bungee cord when he jumped off a bridge.  Apparently, most of him ended up in the river – but not all of him.  For dramatic effect, I’ll leave the rest to your imagination.

The problem with marketing is it is less tangible than other functions, leading to lots of unknown unknowns.  Few B2B companies would build their own websites in-house because the need for relevant technical knowledge is patently clear.  Yet, bizarrely, the same companies would be less likely to recruit in-house expertise or hire a third party to create results from that lovely new website.  Effective marketing (as opposed to raindance* marketing) gets customers into the sales funnel and maintains them through that journey to an enquiry and/or a sale.  I have doubled monthly enquiries before now – though be aware that it isn’t easy and it doesn’t happen overnight.

B2C companies were early adopters of modern marketing techniques because the business case is much more obvious. Consumers are more impulsive and the typical purchase is low value. Consequently, clarity and results are more rapidly available. A similarly strong business case exists for B2B companies to embrace modern marketing techniques. The trick is how you do it.

Regularly writing engaging new content for the website and sending out interesting emails?  “How hard can it be?”…

I rest my case.

By the way, don’t forget to look for your other leg if you manage to climb back up to the bridge.  Its dangling on the end of a rope…


*raindance marketing = activities that make no difference at all but do make you feel better and nobody can prove don’t work.  Great stuff if you just want to look good and don’t care about the business. Just make sure you leave or get promoted by the time it eventually becomes obvious that you are adding no value to the business.