Marketing Stamina

B2B, Marketing, Marketing Stamina, persistence

This is a phrase I first heard from Dean Graziosi. I have written about it earlier also . Its a very simple thought process. I have used it in terms of B2B marketing but I would guess it would apply in all kinds of marketing.

The logic is that every market takes time to adapt to a new offering that you bring to the market. It could be because of inertia in B2B setups because of the sheer number of people involved in making decisions as well as the complexity of processes.

If you don’t have the stamina to last through the cycle before the adoption of your offering “crosses the chasm”. This stamina is both in terms of finances and your own abilities to persist.

Today I got a different view of this . You would have read about my philosophy of riding the elephant to get access to markets. We had been riding one very large OEM for a certain set of tools. Between 2014 and 2016 we invested a lot before we got any business. But subsequent to that we got a lot of business which suddenly dried up by 2019 because the OEM decided to take a different direction (I have written about these in the challenges when riding the elephant)

Now however today I got a call from one of the reps of the OEM checking if we still have the team that was created. Generally we prefer to play the long game. So we had kept the team because we had some residue business that we were closing, while we were evaluating our options with other OEMs.

The OEM now wants to utilize the same team to go out in the market with the new products that they are launching.

If we didn’t have the marketing stamina (if we had not planned with a long term view) we would not have been able to today get a jump start.

Think long-term and plan accordingly.

Till next time then.

Carpe Diem!!

Thinking long term

B2B, competition, execution, Marketing Stamina, persistence

One of the key things to be successful is to have the stamina to play for the long term

If you can just be in the game for a long enough period of time,  a lot of your competition will just fall by the way side.

The reason for that is that most people on play for the sport term and if they don’t become successful fast enough then they quit. Some others quit because they don’t have the wherewithal to last long enough.

Yesterday I was having a discussion , with my colleagues,  about engaging with partners . One of the points that came out was that it takes almost a year before the partners actually start trusting you to talk about opportunities.

This is for a specific case of services where we were looking for partners.  But the important point is that if we don’t have a long term plan to stay in the game we will give up this market.

When you plan your business for the long term,  then you next figure out the Financials accordingly.  Based on that you work on the kind of mediums you can use to do your marketing. You can decide the best possible market for you to focus such that you can play for the long term.

You will win the war if you just have the ability to fight a lot of battles. This is true for a physical war as well as in marketing.

Till next time then.

Carpe Diem!!!