Meaning metrics and mojo the three keys to amazingly
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vel blog mar21 meaning metrics mojo

We have been navel-gazing lately.

Try to sum up the whole B2B Enchilada in three names.

Ask yourself what are the three most important things in B2B marketing at present.

What are the three things a CMO in a B2B business needs to make sure their teams are on top of.

These are also the three things Velocity strives to combine in new ways for each of our customers.

Here is what we found. (The alliteration was a happy bonus.) (That’s a lie, it was in the brief.) (My God, how to ruin a drum roll, Kessler). (No you shut up).

There you have it: the three names. Right…. here:

Meaning, Metrics, and Mojo.

The first two are difficult to do well. The third is so rare that you would have thought it was hard (in truth, it’s just ignored).

Let’s look at each of them, in staccato:

Meaning

It is a question of relevance.

The tricky part is that relevance is defined by your target audience. Not by you.

Our job as Very Important Strategic Marketers (and / or unpaid interns) is to discover and leverage this relevance – to build a bridge between what your ideal prospects already care about and what your products actually do.

This bridge can only be built upside down, from their perspective to your product. And that’s why it always starts with Sense.

We think that meaning, that relevance, comes from your galvanizing story (if you don’t have one, this miniseries can help).

If you have not understood your meaning, have absolutely no slammed he — don’t worry about the other two Ms.’s. They won’t matter.

Metric

It’s about measuring everything that moves, then swimming naked in the data every morning before breakfast.

Because it turns out, if you look closely enough, data isn’t data at all: it’s your prospects and customers silently yelling at you about everything they’re doing right now.

With well-tuned analytics (and cool tips like instrumented and in-session content), you’ll turn up the volume of those silent cries so that they become loud and clear signals for your entire marketing and sales team.

Used correctly, metrics allow you to better all you do (including how you use the metrics). (Start or what?).

Mojo

This is the one that far too many B2B brands (and, bluntly H., most B2B agencies) leave out of the equation.

Which is a shame, because Mojo is a multiplied forcer. A budget multiplier. Not metaphorically or hyperbolically but literally.

Mojo is confidence, attitude, energy and passion.

It’s your voice, your position, and the banner you wave as your team descends Revenue Street toward the Mall of Fame.

Mojo is what the best, smartest people in your business bring to work every day, but that sort of gets lost before you can bring it to market.

Mojo turns a business into a crusade and a mission declaration in a real mission.

Mojo sends the most important signals you can send to your prospects and customers: that you love what you do. That you’re really, really good at it. And that they’ll love working with you, too.

Think about your favorite marketing. He has Mojo.

Now think about 98% of the marketing you see: a Mojo-free Meh Milkshake with So What ™ added.

From where we sit, this Mojo Gap is the biggest, juiciest, B2B opportunity facing all B2B brands. (And all B2B marketers). (Don’t make me spell this: for You.).

—–

If your team can master the first two of the three M’s, you’ll be among the best B2B marketers around.

But what if you aim higher and add Mojo to that?

Unstoppable.

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