🚀 No Customers. No Brand Campaign. 🎯
Tech companies love talking about their products – the amazing features, the cutting-edge tech, the “best in class” everything. It’s simple - our tech is quite simply the best (cue Tina at Sales Kickoff. You laugh, but I’ve been there for Steve Ballmer’s Eye of the Tiger! 🎤🐅).
But here’s the reality: before you get to the features and the tech, customers need to know three simple things:
1️⃣ Do you solve my problems?
2️⃣ Where have you done this before?
3️⃣ Who have you helped that’s just like me?
This lesson hit home when I led Adobe’s Global DX Brand Campaign working with then-CMO Ann Lewnes. Her mantra? “No customers. No brand campaign.” 💡
Those words shaped how we built campaigns that not only featured customers but integrated their success stories at every stage of the campaign journey. We went about involving customers in our ads, then continuing with consistent imagery and video testimonials on our website (spotlighting brands like The Coca-Cola Company, Sydney Opera House and Virgin Atlantic Airways). And creating community and events around the concept of customers who were “Experience Makers”, language which I’m proud to say still lives on some 7 years later.
We showed prospects what success looked like – in their own language.
Why does this work?
✅ It bridges the gap between brand and demand - you can take the idea into all sorts of of activations.
✅ Customers see your promise.
✅ And most importantly they see your delivery.
Remember, a great story doesn’t just sell products – it sells trust, credibility, and proof. Cue Tina! 🕺
#Marketing #BrandBuilding #CustomerStories #B2BMarketing
Purpose is just fluffy marketing talk that doesn't impact the bottom line?
"Purpose is just fluffy marketing talk that doesn't impact the bottom line."
This is a very common misconception in the business world.
If you're an aspiring marketing leader, I urge you not to dismiss the power of purpose in driving growth. Always remember: Purpose and profitability are intrinsically linked.
As Dominic Rodgers from Frog Capital recently said on an episode of the always excellent Unicorny podcast (pithily summarised by Dom Hawes!), "The more you scale your purpose, the more you scale, and the more you scale, the more you scale your purpose."
This symbiotic relationship between purpose and growth isn't just feel-good rhetoric. It's a powerful driver of business success. Here's why:
🧲 Talent Magnet: Purpose attracts top talent, fueling innovation and growth.
🎯 Focus Driver: It keeps your team aligned on what truly matters to customers.
🔗 Brand Builder: Purpose creates deeper connections with your audience.
💡 Innovation Catalyst: It inspires creative solutions to real-world problems.
📈 Long-Term Value: Purpose-driven companies often outperform their peers.
But here's the kicker: Your purpose must be authentic and deeply rooted in your business model. It's not what you'd like it to be. It's about clearly articulating why your business exists and the value it brings to customers. Which is why I've loved getting involved with LettsSafari (building rewilding parks to tackle climate change) and LettsArt (empowering any artist to manage, distribute and sell their art directly, all for free) - two very purpose-driven ventures.
As marketers, our job is to communicate this purpose effectively. It's not a veneer or an afterthought - it should be at the core of everything we do.
So, let's challenge ourselves: How can we better align our marketing efforts with our company's true purpose? And how can we demonstrate the tangible impact of purpose-driven marketing on our bottom line?
Share your thoughts! How has purpose impacted your marketing strategy or business growth? 🚀💬
#PurposeDrivenMarketing #BusinessGrowth #MarketingStrategy