David Hickman

Summary

My marketing philosophy is: MAKE IT MEASURABLE - Performance metrics are critical to increasing success. Marketing is often a series of incremental improvements designed to optimize your success rates TRY | RINSE | REPEAT - User behaviors and expectations are changing rapidly. Trying new things is essential. Failing is OK, but assess often, and only repeat the things that work. BITE SIZE PIECES - Users have developed highly efficient filters for media overload. Make sure that content is easy to digest, buyer journey appropriate and understandable at a glance. Overwhelm users with too much, too fast, and they will quickly pass by without retaining anything of value. JOURNEY APPROPRIATE - Don't throw up everything, all-at-once and expect your buyers to figure out what's important to them. Craft their experience to lead them down the path to enlightenment. It's a journey, not a race. ALL ABOUT THE CUSTOMER - Too often, we focus on what WE want to talk about (i.e., how great we are) and ignore what the customer wants to learn. Cater to their needs first, and they WILL see how great you are. GLOBAL FEEDBACK | LOCAL DECISIONS - Get as much feedback as possible from as many different people as you can - but go with your gut on decisions big and small. SALES = #1 CUSTOMER (Besides actual customers) - Your sales teams are the heroes that make or break a company. Be sure to give them what they need (even if they don't know it yet). ENGAGE YOUR CUSTOMERS - Don't assume you know what they want. Reach out to them, engage via chat and build communities to help them get plugged into the conversation. TEAMWORK - Teamwork is the multiplier for all individual contributions. Foster a healthy team environment and you will amplify each others success.