Reconsider Your Marketing Mindset

© 2016 MultiView. All Rights Reserved.
B2B Connected.
As an executive sales manager, Joe Macaluso spends all day, every day hearing
about the most common marketing challenges that many of our customers face,
and he consults with them to find the right solutions. On the following pages he'll do
the same for you by explaining how just a few small changes in your perspective can
lead to big changes in how your marketing performs.
ReconsiderYour Marketing Mindset
3 Do's and Don'ts for a Dynamite Strategy
Written By:
Joe Macaluso
Executive Sales Manager

© 2016 MultiView. All Rights Reserved. 7© 2016 MultiView. All Rights Reserved. 2
B2B Connected. Reconsider Your Marketing Mindset
Yes, I know it’s simple, and I get that it’s a movie
about a redneck guy with a mullet. I still believe
marketers in today’s landscape are forgetting that
advertising isn’t just about them or their company,
it’s about how their solution solves their buyers’ problems. An effective marketing
campaign starts with understanding the target audience (demographics,
firmographics, buying behavior, buying calendars, etc.) and then implementing a
strategy that uses the necessary tools that lead to accomplishing marketing goals.
I underlined the word “necessary” because it goes back to Joe Dirt’s philosophy:
This isn’t about what marketing tools you like, it’s about what tools are best designed
to engage with your buyer. Thanks for another lesson, Joe Dirt!
There’s a great scene in the movie Joe Dirt where Joe explains a
very simple marketing strategy that I believe many of today’s marketers miss.
Joe meets a firework vendor named Kicking Wing and
quickly learns that his business is in shambles because
he can’t figure out how to gain customers. After
naming off all of the best fireworks in the industry,
Joe learns that Kicking Wing only has “snakes and
sparklers.” Kicking Wing argues that snakes and
sparklers are the only fireworks that he likes. Then,
Joe drops a bomb on Kicking Wing and changes
his outlook on the firework business forever by saying,
“Well that might be your problem. It’s not what
you like, it’s the consumer!”
FYI: Kicking Wing went on to own dozens
of firework stands using Joe’s advice!

© 2016 MultiView. All Rights Reserved. 3
To see the most success, you must change
your approach and way of thinking.
Over my 5 years at MultiView, I’ve worked with hundreds of companies of all sizes,
across all areas of the globe, in nearly every vertical you can think of. Based on my
experience, I’m going to give you three “Do’s” and “Don’ts” that will help you improve
your marketing strategy.
During my career at MultiView, I’ve been
very keen to the idea of consultative selling.
As a matter of fact, I hardly consider myself
a salesmen; I relate to the “consultant” label
much more because I have a problem
solver mentality. And I spend many hours a
day talking to clients about one problem in
particular: how to efficiently target their B2B
audience without wasting visibility and
money on non-buyers.
The fact is that the B2B marketing
landscape is highly complex and unique
compared to B2C. And there are only a few
companies out there who specialize in
understanding how people buy solutions
and the best ways to reach those buyers.

I speak with marketers every day who tell me “they know” how their buyers look for their
types of products or solutions.
Sound familiar? Sound like an old way of thinking? I’d say 80% of the people I talk to have
this mentality. It’s 2016 guys! Live in the now! Where do you think “word of mouth” takes
place today? ONLINE!
Assume your customers’ buying habits haven’t changed.
Try to understand what they actually do when
they need your types of products or solutions.
The key word is “need.” Start there. If you can
understand the “need,” you’ll understand the
“who, what, when, and why.” Once you have
those, you can determine the “where and how.”
To understand your customer and their buying journey, take steps to learn about
them directly through methods like conducting interviews, listening to sales calls,
and collecting surveys. Additionally, working with a partner who can make sense
of all the data that comes from your customers’ online activity will give you a more
complete understanding of them and how they buy. Don’t assume; trust the data!
DO Put yourself in your buyers’ shoes.
DON’T
“Everyone knows mybusiness and when theyneed something, they call me.”
So answer these questions: Who typically would need your solution? Why would a buyer
need your solution and when would they realize they have that need? Once there’s a
need, what research would they do? What terms would they search? Where would they
look for relevant content? How would they find YOUR business?
“My business is all
word of mouth.”
“My buyers find
me at the
trade show.”

Let's look at this "DO" through the general stages of a
typical buying journey with a few examples of what you
could try at every step.
Are your buyers unaware of your brand or solution? Then
some branding at a tradeshow or on an association
website might do the trick, or maybe an email blast to a
targeted subscription list would boost your awareness.
(Heck, let’s serve ads across the internet to potential
customers with ideal buyer characteristics!)
When your buyers are researching businesses like yours or solutions for their needs, are they
flipping through a magazine? No. They are searching keywords, reading reviews, visiting
company websites, ordering samples off your website, and completing every other buying
behavior online. So use marketing strategies that reach them where they are. How about
behavioral advertising based on their content consumed, competitors researched and
keywords searched? Search engine advertising and industry buyers guide placements
would be good to have here, too.
Need to keep in touch with existing customers or educate some potential clients who are
close to pulling the trigger? Can’t do that with search engine advertising. Instead, you need
to implement a content marketing program and engage with clients using social media!
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Many marketers I speak with are stuck in the mud. They tell me that search engine
advertising, tradeshows, and magazine ads are the best ways to reach their buyers. Maybe
they are, maybe they aren’t. Again, don’t assume. Just because you’re comfortable with a
certain form of advertising doesn’t mean you are spending your marketing dollars efficiently.
Remember: go where your buyers are.
Assume that you know which marketing tools work best.
If you complete the first "DO" by putting yourself in your buyers’ shoes, the best tools
for targeting them throughout their journey will fall into place much more naturally.
Use the marketing tools that best align with your buyers’ buying journey.
DO
DON’T

Oh man. This is a big one. Year after year, I listen to clients’ frustrations about campaign
results. The first thing I look at is their creative and messaging. Is the advertisement built
for success? Eight times out of ten, it’s not, and most of the time it’s for common reasons:
the ad wasn’t designed to achieve the goal of the campaign, there’s too much
content, not enough content, or the creative and messaging are outdated. This is such
a big problem in the B2B space that MultiView includes creative services as a part of
every campaign to help our clients build effective messaging.
You can’t just build an ad with your logo and product on it and expect people to
engage. Your messaging needs to be tailored to the audience. It needs to have a
purpose. Don’t build something generic and expect brilliant results.
Align your creative and messaging with your customers’ buying journey.
Create generic messaging and expect it to work.
If someone hasn’t ever heard of your business,
you probably don’t want to advertise a
specific product. They aren’t ready for that yet.
Instead, use a brand awareness ad that draws
the person in and entices them to learn more.
DO
DON’T
IN A BOTTLE
CREATIVITY &
MESSAGING
And vice versa, if they are specifically looking for a certain product or solution, what
good does a general branding ad do for that person? In each case, serve them an
ad that’s relevant by showing them how you are going to solve their problem with your
awesome solution! Make your specific offering the answer your potential buyer is
looking for with a targeted message and exciting artwork.
Are they already your client? Don’t blast them with sales ads or emails. Provide them
with resources that build loyalty and trust with your business. A company newsletter,
whitepapers, video tutorials, and social media are great examples of this.

All in all, to survive in today’s fast paced marketing world,
you need to refresh your marketing mindset (especially in
B2B marketing). Understanding your audience’s buying
journey is probably the most important element to a
successful marketing campaign. Remember the wisdom
of Joe Dirt when you are building your advertising plan - it’s
not about you, it’s about the consumer. A good marketing
strategy will always provide a solution to a specific need.
In short, solve problems and design with a purpose.
Visit us at multiview.com
Learn more about customer strategy today
972.402.7070 solutions@multiview.com
Joe is an Executive Sales Manager at MultiView. In this
role, he is responsible for working with some of our largest
accounts to help them define their strategies and achieve
their marketing goals.
During his MultiView career, he’s developed deep
expertise in B2B digital strategy, behavioral marketing,
consultative selling, premium account management,
content marketing and programmatic advertising through
helping hundreds of companies in a wide variety of
verticals make their marketing the best it can be.
Joe is also known for having the best beard at MultiView
and earning recognition as MultiView's top sales manager
in 2015.
Okay, I’ll stop with the Joe Dirt lines.
Good luck and happy marketing!
- Joe Macaluso

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