Common pitfalls in marketing strategy among founders

5 Top mistakes Founders make in their Go-To-Market Strategy

• Failing to define a target market.
• Not investing in research.
• Relying too heavily on one channel.
• Not using data to inform decisions.
• Not testing and learning.

Common pitfalls in marketing strategy among founders highlights a fundamental issue in many startups and businesses: the failure to address the root causes of marketing problems. Let's delve into the proposed four-layered approach to rectify these issues:

1. Surface-level Problems

At this level, issues are often tactical rather than strategic. They include ineffective copywriting, suboptimal channel selection, and using tools that don't align with the business's goals. These problems, while not immediately threatening, can hinder progress and growth if not addressed. The solution involves experimenting with different tactics and measuring their effectiveness, keeping a backlog of changes to track what works and what doesn’t.

2. Structural Problems

Structural problems involve deeper aspects of the marketing strategy, such as inefficient systems, misaligned teams, unclear KPIs, or inadequate budget allocation. Solving these requires a comprehensive audit of the current marketing infrastructure and a strategic plan to overhaul it. This may involve restructuring teams, redefining KPIs, and reallocating budgets to better align with the company's goals.

3. Strategic Problems

Strategic problems are even more profound. They involve a misalignment between the business’s offerings and the market needs. Addressing this requires a deep dive into the Ideal Customer Profile (ICP), refining the brand's positioning, and ensuring that the messaging resonates with the target audience. Each day these issues go unaddressed, the company accumulates "marketing debt," eroding its perceived value and market position.

4. Product Problems

The deepest level involves reevaluating the product or service itself. If the product fails to meet the market's needs or solve a significant problem for its users, no amount of marketing can compensate. This might require a pivot in the product strategy, focusing on a more specific use case, or redeveloping features to address a more painfully urgent, and recognized (PUR) problem.

Moving Forward:

For a founder who's ready to address these issues head-on, the first step is a thorough and honest assessment of their business against these four layers. It involves stepping back from day-to-day operations and looking at the business from a bird's-eye view, identifying gaps between the product/service and the market, and formulating a strategic plan to address these gaps. This process requires humility, a willingness to accept and learn from failures, and the courage to make significant changes if necessary.

In conclusion, tackling b2b marketing problems effectively requires a holistic approach that goes beyond superficial fixes. It demands a willingness to question and revise the fundamental aspects of the business, from product development to market positioning. By systematically addressing issues at each of these four levels, a business can develop a more robust, market-aligned, and sustainable growth strategy.