B2B Marketing: Marketing shouldn't be about driving demand; it's about driving value (episode #40)

“We don’t look deep enough; so, we don’t think deep enough,” Flint McGlaughlin teaches in Website Wireframes: 8 psychological elements that impact marketing conversion rates (https://meclabs.com/course/sessions/website-wireframes/).

When I brought up this lesson with our latest guest, and the complex thinking that needs to go into our marketing, she said, “I love how you mentioned psychology because I think that is such a critical part of it...” and went on to share the deep thinking that must focus business strategy and prioritize the tasks necessary to achieve that strategy.

You can hear that lesson, and many more lesson-filled stories, from Tara Robertson, Chief Marketing Officer, Bitly (https://bitly.com/), on this episode of the How I Made It In Marketing podcast.

Robertson has managed teams of 50 people in her career and is currently in charge of a team of 20 people (and growing).

Bitly has 10 million monthly website visitors. In 2017, Bitly raised $63 million in additional funding from Spectrum Equity, which gave the growth equity firm a majority stake in Bitly.

Listen to my conversation with Robertson using this embedded player or click through to your preferred audio streaming service using the links below it.

Stories (with lessons) about what she made in marketing

Some lessons from Robertson that emerged in our discussion:

• You don't know what you don't know.
• Focus and prioritization are critical to your success.
• Marketing shouldn't be about driving demand; it's about driving value.
• Never be afraid to ask for help.
• Form a shine crew.
• Understand bias.

Related content mentioned in this episode

MarketingSherpa (https://www.marketingsherpa.com/) – marketing case study articles

How I Made It In Marketing podcast (https://marketingsherpa.com/podcast)

About this podcast

This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.

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