Sustainable Growth Comes From Sustainable Marketing Programs Being opportunistic just got too expensive. The old “try a bunch of stuff and then do more of what works” is far too inefficient. In 2023 nothing becomes more valuable than a single marketing program that can sustain, compound and scale.
If your marketing targets get higher while resources are shrinking, we’re in a pretty tough spot, right?
But, if on top of that, our marketing activities are not sustaining, compounding and scaling, it becomes damn near impossible.
Welcome to B2B marketing for the typical company in 2023.
In 2023 nothing becomes more valuable than a single marketing program that can sustain, compound and scale.
How to Develop a Sustainable Marketing Program:
- 1. Focus on the core growth opportunity
- 2. Build out an equation and data model to understand that opportunity
- 3. Run experiments to attack that opportunity with relentlessness
If you’re running any experiment that doesn’t align with that opportunity, you shouldn’t do it.
With your equation you can figure out what to do next:
- 1. Optimize a program
- 2. Expand a program
- 3. Explore a new program
None of us can afford to run marketing programs that don’t sustain for an extended period of time. It’s time for all of us to prioritize the right kind of growth.
We have an entire framework that focuses on identifying and building sustainable marketing.