A word from a CEO #92

by Basilis Kanonidis

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The new marketing lifecycle

Hi all – 

A few weeks ago, my friend Ryan Deiss tweeted something that’s been on my mind for a while.

Ryan Deiss Tweet

He meant that what and how you communicate and market internally is just as important as what you’re putting out into the world. And I wholeheartedly agree.

But I want to take it a step further…and think about it a little differently.

We are now in the Revenue Era of marketing. And in this era, we know that more than 50% of revenue comes after someone becomes a customer.

This means three things:

  1. Marketing teams can’t just be focused on getting leads and the initial sale. They need to also focus on marketing to the customer throughout the entire lifecycle (even if that customer has churned and you’re trying to get them back).
  2. Teams have to promote to the company what they’re doing. This is why it’s so important to share your work internally. Because everyone in the company has to understand the customers’ pain points and what you’re solving for.
  3. Every interaction is important. Every single time you connect with someone – a prospect, a customer, a random person on social media or at an event – it’s a chance to market yourself and your company.

In other words, your company is only successful when every single team member is focused on the entire customer lifecycle.  

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