As economic uncertainty continues to drag down tech and healthcare sectors, marketing investments seem to be the first place cut. Cutting headcount saves money quickly, but these organizations don't want to curb growth. They want to grow without sinking costs into large teams that consume resources. The need for a fractional, efficient, productive and results-oriented support staff is a welcome sight for these organizations struggling to stay afloat while still looking to sell more goods and services.
This is why I created Adam R. Peck Marketing. To offer an improved services model to support growing organizations that have underinvested in marketing and are looking to scale quickly without taking unnecessary risks.
And here's how I can do it...I've had a very diverse employment history where I've spearheaded marketing for tech, healthcare and life sciences companies facing mergers, rebrands and explosive growth challenges. I've also maintained relationships with with some of the best creatives, digital strategists and product marketers on the planet, so I can source and scale to just about any client need. I serve as the primary client liaison and strategist while managing the execution of programs as a seamless, turn-key solution. One throat to choke. One vendor and invoice to process. Who's with me? Subscribe and follow me to stay in-touch.
I am beginning a weekly blog series where each week I will provide an insight, observation or case study to help us all improve marketing performance and return on investment. My first observation below relates to measurement.
Marketing Return on Investment (MROI) has been scrutinized for years, and now through the use of better measurement tools, AI and improved holistic analysis, marketers and business leaders have the power to make smarter, more informed decisions. However, we shouldn't become too dependent on the quantitative tools as often times the qualitative insights are the opportunities for the magic to really happen.
Improving MROI starts with setting the right objectives that are rooted in the buyer decision journey. By having clear and effective marketing objectives, we can then shape more meaningful metrics.
Brand messaging takes center stage. It's crucial to focus on identifying the most impactful messaging attributes that align with brand objectives and target persona needs, rather than obsessing over an overly "optimized" marketing mix.
Future potential should be a key driver of decision-making. Rather than solely relying on past performance, we should prioritize spending that supports future growth.
Test & Learn to maximize campaign success. Take a "hybrid" scientific approach where we A/B test pieces and parts along the buyer journey. Top-of-funnel (TOFU), Middle-of-funnel (MOFU) and Bottom-of-funnel (BOFU) all present testing opportunities. Start with messaging tests and then move to offer and visual tests. Present your findings as you progress to get buy-in from executive leadership, and involve them in the strategy to foster continued support and investment.
Talent and Resources matter. Ultimately, driving effectiveness in marketing spend hinges on developing capabilities, refining processes, and nurturing talent within our organization. It's crucial to invest in a team and their expertise, not just the data, in order to establish and sustain excellence in MROI.
Ready to give my team a try? Email me at: adam@adamrpeck.com
