So much of getting into potential customers’ evoked set* is repetition. Yet, so many marketing efforts are one-and-dones: put out an ad, send an email, post once on social media, etc. But what are the chances that your target audience will see that ad, read that email, or view that post when you want them to?

Customers are the life blood of any business. Without them, there would be no business at all. Yet, I see so many companies putting a heightened focus on acquiring new customers that the existing ones get left behind. How can companies ensure that their customers stay happy, renewing, and buying more? Because waiting until their service is up for renewal to reach out will quickly lose you trust points. Let’s explore the fundamentals.

LinkedIn’s B2B Institute report, “The B2B Effectiveness Code,” shows that 95% of B2B buyers are not currently in the market for many of the products or services available. However, much of the marketing done today is designed only to capture the demand of those seeking a solution right now. Of only 5%! Is it a wonder then that we tend to be disappointed in the results we see from short-term campaigns and programs?

A company’s most often overlooked marketing resource are its employees. As marketers, we often think of influencers and advocates to be members of the press, analysts, bloggers, social media hype machines, celebrities and advocates to be board members, long-term customers, or analysts. But if you haven’t tapped into upleveling your employees to extend your reach and repeat your message, you may be missing out. In this post, I provide some tips on how to better activate and empower your team.

Marketing plays a key role in getting the word out about a company, building its brand, and creating air cover for the sales team amongst a plethora of other things. However, it’s often treated as an extension of sales with similar goals and short-term results. This can be detrimental to the company and create behaviors that don’t favor the long game.