Marketing 101. Is it really that simple?

When you’re a tech service company and want to expand internationally, the shortcut seems to be to find a partner who can subcontract work to you.

Of course, this can be rewarding in many ways, but it definitely ain’t a good strategy for several reasons.

If you want independent, sustainable growth, you cannot get around doing marketing: experimenting with ‘avenues to revenue’, trying growth strategies… and then scaling what works.

There is a process for this and it’s simple – but it does take dedication and patience. And preferably, someone who has done it before.

Here are the steps:
1. narrow down your ideal customer profile (ICP) as much as possible. Select a few dozen target accounts where you have the best chance of winning and can do a great job.

2. create messaging that resonates with the ICP… and make sure your sales&marketing collateral reflect this. Create content that helps the ICP and positions you.

3. warm up the market – make connections on Linkedin, interact, help and do favors for your target buyers

4. activate – once you’ve built rapport, you can launch your sales cadence to accounts.

You: But I already knew this, Dan. This is marketing 101.

Me: You’re right! So, why aren’t you doing it?

Truth is, when you have a business that’s already doing well, money and growth in themselves don’t provide enough motivation to expand… but this is a topic for another day 🙂

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