Welcome to another episode of 3-Minute-Marketing, where we interview the world’s top growth marketing leaders and they provide actionable, bite-sized insights. Think of them as 3-minute micro TED talks for your listening pleasure.
I’m super excited to have Don Bush, Senior Vice President of Marketing at Neuro-ID, on the podcast this week. Don is a veteran marketer with an impressive resume, and Neuro-ID is a really interesting company that just raised a large amount of money in Series B.
As your organization grows, it’s important for your marketing to grow with it. So my question for Don is, “How should marketing evolve as organizations grow and mature?”.
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- It’s typical for a smaller company to want exponential growth. In order to do that, they’ve got to change their marketing and sales motion.
- Smaller companies will often prove the value of their model, software, or widget by going to early adopters, innovators, and friends and family. But that’s not going to get you to where you want to be in terms of exponential growth.
- The potential customers you have to market to may not give you the benefit of the doubt or understand hiccups.
- “Who is my ICP? Who is my audience? What are the best industries and how do I reach them? Are we a sales-led company or a product-led company?” The answers to these questions fundamentally change how you present yourself to the market.
- You’ve got to make sure that your message and position in the market is crystal clear.
- Why does your customer care about what you’re presenting to them and how does it help them?
- Crystal clarity of message, position, and value take on a whole new role as you grow than it did when you were calling up people you worked with two jobs ago.
- What got you there may not get you where you want to go. Look at everything to make sure the clarity of vision is there.