You’re All The Same, Only Different

We hear it all the time, “We’re different”. And we often hear from marketers, “You’re all the same”.

Last night I had the pleasure of being on a Smartups marketing panel with Jeb Banner, Gail McDaniel, Brian Phillips, and George Evans.

It was such a great panel… all of us were outspoken and all of us have quite a different network and client-base. Jeb has a fantastic service-based agency with clients that love him, Gail is running an international, highly-regulated medical parts manufacturer, Brian leads world-renowned animation and development shop, and George has a premiere product branding agency. Some large, some small, some established, some new… making the conversation (and small episodes of debate) eye opening.

As we head into 2014, there were some finite take-aways that I believe impact every marketing leader – whether you’re at an agency, a startup, or a large organization:

As I drove home, what occurred to me is that the activities all of us are taking as marketers is really the same – but the audience and the paths that we take to get there are quite different. Jeb may help develop communities that drive the story to market, George may develop the overall brand and tools to tell the story, Gail may be developing the product documentation and distribution to tell the story, and Brian will translate and literally illustrate the story.

Each of our processes have different people, time constraints, and resources… but we all are focused on getting measurable business results for our clients. Not eyeballs! Acquisition, retention and upselling of clients is how serious marketers measure their success.

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