Seven Deadly Sins of Marketing

Seven Deadly Sins of Marketing
Seven Deadly Sins of
Marketing and How to
Avoid Them
Christopher Ryan
info@fusionmarketingpartners.com

Winning B2B Marketing
The following is excerpted
from Christopher Ryan’s
new book “Winning B2B
Marketing: Proven
Methods that Drive
Revenue, Leads and
Awareness”

Seven Deadly Sins
While the marketing equivalents are
not as serious as the original seven
– lust, gluttony, greed,
sloth, wrath, envy, and pride –
they are areas that, if not addressed,
can lead you to marketing and sales
disaster.

Seven Deadly Marketing Sins
1. Lack of Self-Awareness
2. Perfectionism
3. Living in the Past
4. Failure to Quantify
5. Failure to Test
6. Inaction
7. Focusing on What Doesn’t Matter
Download the Free 7 Deadly Sins Book Chapter

1. Lack of Self-Awareness:
• You need to know who you are as a marketing
professional as well as where you shine (or don’t)
as a company.
• To be truly self-aware you must be willing to take
a frank look at your weaknesses and strengths.
• On the company side, self-awareness means
acknowledging when your competitors are better
at certain things than you are (and vice versa).
– See our post on completing a SWOT Analysis.

2. Perfectionism:
• In marketing and sales, the need to be perfect can
be counter productive.
– Perfectionism is time consuming and leads to inaction.
– Perfection is subjective.
– Perfection is elusive.
– Perfection creates havoc with your staff.
• Consistency and quantity of output are important
characteristics of productive marketing; a
needless (and fruitless) search for perfection can
be a detriment to your success.

3. Living in the Past:
• A good marketer is a paranoid marketer – always
wondering what new techniques others are using
to gain competitive advantage.
• Prevent living in the past by being a watchful
consumer.
– Keep an eye out for how companies are marketing and
selling to you and emulate the best practices.
• Borrowing from good ideas is perfectly legitimate
as long as you do not copy another company’s
text or designs.

4. Failure to Quantify:
• In marketing and sales, data is your friend.
• The days of measuring success by number of
creative awards won are over.
• You need hard data that shows
– How many people are seeing each promotion
– How many are responding
– How prospects are being moved through each stage of
the process to become customers

5. Failure to Test:
• Marketers who do not test are marketers who
don’t get the best results.
– Every element of marketing campaigns can be tested,
including: target audience, offers, benefits, messaging,
media, copy, and graphics.
• I recommend devoting 5-10% of your finances to
new programs, offers, and audiences.
– Don’t set the same expectation for success with the
test budget as you do for the rest of your campaigns.
– Experiment, take chances, and roll the dice, in an
attempt to beat the control campaigns.

6. Inaction:
• There is never a perfect time to enter a market,
launch a campaign, or execute a quick hit strategy.
– You won’t always have all the facts, or know how a
target audience will respond.
• Good marketers are aggressive marketers.
– You learn by doing, not just by studying, pondering, and
analyzing.
– It is sometimes necessary to forget ready-aim-fire and
instead practice ready-fire-aim.

7. Focusing on What Doesn’t Matter:
• As a marketing manager, you have two primary
resources at your command: time and money.
– There is a great deal of money spent on programs and
activities that have little chance of success
– There is also a great deal of time spent on the
irrelevant and the counterproductive
• Every minute you spend on a nonproductive
activity hurts you in two ways:
– Wasted time on unhelpful items
– Lost time to spend on helpful items

• What doesn’t matter?
– How many direct reports you have
– How much your staff likes you
– How cool your website looks
– How big your trade show booth is
– How fast your budget grows
– What you did last year (or last quarter in fast-paced
industries)
– Time spent in endless and nonproductive meetings

• What does matter?
– More leads going to the sales force
– Hiring good people or outside contractors to assist you
– Reduction in wasteful spending
– Cross-selling and up-selling customers
– Changing to a process that improves funnel conversion
ratios
– Lowering your cost of customer acquisition
– Increasing revenue

Learn More
Learn More about the
Seven Deadly Marketing
Sins and How to Avoid
Them:
Download the Free Seven
Deadly Sins Chapter Now!

Free eBook!
Download your Free
Chapter NOW!
Download a FREE Chapter from Christopher
Ryan’s New Book Now and Get the Entire
eBook FREE When Released!

About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.com
719-357-6280

Seven Deadly Sins of Marketing

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