Made To Market

Sarah Stahl

• Publisher: The Social Analyst, LLC.
• Year: 2021
• eBook ISBN: 9780578962481
• Edition: 1
• Topic: Business
• Subtopic: Business General
• Index: Business

MARKETERS, the world needs you! Only you have the keen sense of storytelling and uncanny relationship-building skillset to leverage marketing's transforming powers. From analytics to the strategic development process, a marketer's skills span way beyond selling stuff on social media. But are marketers learning what's needed to operate outside a sales-motivated mentality - connecting dots that lead to measurable success?

To marketers who know they're made for more than just selling, this book is for you! Here you'll learn how marketing originated to better understand where the next marketing evolution is heading.

To employers who want to better understand marketing roles and their part in the growth process, this book is for you! Here, you'll learn the mind, mission, and training behind what a marketer can truly do to make your organization stand out. Spoiler alert-marketing professionals are not built for sales. They are built to manage and develop forward-thinking, competitive message positioning to solidify and execute a brand's corporate identity. In fact, the magic of marketing is its ability to execute savvy storytelling and digital communications that result in increased leads for your sales team. It's time to expect more from marketing, and uphold its ability to revolutionize the business landscape.

Take an inside look at the technical skills producing "Made to Market" ready results!

Chapter 1

What is Marketing, Anyway?

Think about how multi-faceted we are as humans. We’ve got these quirks and preferences that shape who we are and define our place in the world. Consider a marketer’s traits. If you have a boundless curiosity around business, are fascinated by the nuances of human psychology, have a culturally active and accepting brain, an often-smiling face accompanied by exceptional communication and analytical skills, you may be destined for marketing. If I just described you, and you’re not sure what you want to be when you grow up, let me assure you, you’ll make a great marketer!

We know we’re not supposed to judge people based on first impressions. But we all do it! And when we do, we get it wrong most of the time because we lack insight into all of that person’s dimensions, the parts that make them whole. But as we develop a relationship with them and peel back the layers, we begin to realize what’s beneath the surface. We have a better sense of why they’re indispensably valued in the world and deserve to be treated as such. You know how when you fall in love with somebody, and you think they’re the best thing since sliced bread and you can’t fathom why the rest of the world doesn’t see what you see?

That’s how marketers look at people.

It’s not a matter of “They aren’t like me; I’m out of here!” It’s, “If I could understand them better, my life and the life of those around me could improve.” Marketers typically have a heart and soul to serve others and care deeply for their co-workers, customers, and communities. So, time and effort are often spent on knowing people better with an open mind to improve humanity in some way.

These empathetic souls dedicate themselves to organizations for one reason: to bridge the human-to-business connectivity gap. Without them, business will always suffer. Why? Because business is about people, and marketers are trained to skillfully communicate while explicitly influencing their fellow humans.

What is Marketing?

Literally, take a moment to write some of your ideas on what marketing is to you in the notes section of this chapter.

If you had a hard time pinning down a definition, welcome to the crowd! It’s no surprise that the concept of marketing is elusive. Its lack of structural standards is a cause for confusion in its own space. For this reason, we need to retrain ourselves to approach marketing from the foundational construct that originally built the industry to function in valuable ways we’ve now strayed from. That’s what this book is all about!

Understanding why we market first requires us to understand what marketing is. I like to work on solid ground to build strong foundations, so let’s first point out what it’s not—to rule out those pesky perceptions that cloud “real” marketing.

Marketing is NOT:

Sales

Hard

Customer Service

Graphic Arts

Crisis Management

Senior Management’s personal publicity machine

Human Resources

A quick fix for failing products

Sales! Yes, it’s important enough to mention twice on the same list.

Let’s face it, to the average businessperson, marketing equals promotional advertisement and anything that resembles it. But, to better understand the original philosophies behind marketing, think about the movie Around the World in 80 Days. The 1956 story is about a Victorian Englishman who bets that he can circumnavigate the globe using new steamships and railways in just 80 days. Neat, right? That’s marketing. It used an influencer-based public relations stunt that sold cutting-edge travel options to the tech-leery consumer.

Think Harvard Business Review for more marketing foundations. A branded product solely owned and operated by Harvard University began in 1922 as an elite microeconomics journal for students and business professionals. Today, it’s one of the most widely known and well-respected business periodicals in the world. Responsible not just for an additional revenue stream but also for leveraging the school as one of the most elite business colleges known to man.

Both resulted in a sales increase that altered the construct of the world’s economy in life-changing ways. However, the act of selling did not make those stunts marketing; it was the long-term, consistent, consumer touchpoints that developed reliability- resulting in magnificent outcomes.

“When you take the b...

Table of contents

• Forward
• Contents
• REFERENCES
• Introduction
• Chapter 1
• Chapter 2
• Chapter 3
• Chapter 4
• Chapter 5
• Chapter 6
• Chapter 7
• Chapter 8
• Chapter 9
• Chapter 10
• Chapter 11
• Chapter 12
• Chapter 13
• Chapter 14
• Chapter 15
• Chapter 16
• Get in Touch