The CEO's Guide to More Meaningful Marketing in 2025 (Part One)

BOLD STATEMENT: I feel like marketing has been failing most businesses this year (2024).

Let's be honest with each other, the more technology enters the scene, the EASIER we think things are supposed to become. But what does that do to our CONNECTION with our current and potential customers (as well as employees)?

Prioritizing short term gains (followers, likes and engagements) and surface-level tactics (saying what you think people want to hear vs. what you actually believe) over building deep connections with your audience is NOT serving you.

And whether you're the CEO, CMO, VP of Marketing or other senior level leader, it's easier to get caught up than you'd think💡

The way out is through INTENTIONAL ACTION.

In this article, we'll take a look at 4 of the 12 most common ways marketing programs go off the rails, and explore how YOU can be more meaningful with those things in 2025. And we'll address all 12 in the coming weeks so as not to overwhelm you today 😉

1. Overemphasis on Metrics Over Mission

This one's for all my "data-driven marketers" out there.

Now, I'm not saying that data's not important. But this is a huge driver of the "saying what you think people want to hear vs. what you actually believe" issue above.

You see, data can ALWAYS be interpreted in different ways.

Especially if you're collecting the WRONG data.

The data that's not actually meaningful to your business.

Focusing excessively on vanity metrics like clicks, likes, and impressions can actually HURT your decision making if you're not considering the ACTUAL impact on brand perception or customer experience.

I'm also going to put SPEED into this category; that being the SPEED at which things get done. Which often manifests as a COUNT of things; number of blog posts, number of social posts, number of email collateral pieces we've created for our partners, number of live shows.

Volume is really a measure of SPEED; how MUCH content can we get out in a week or a month.

But as I've mentioned excessively before; just because you CREATE content, doesn't mean it's being consumed in a meaningful way.

The result is efforts that generate high "numbers", but fail to build lasting relationships or deliver value to the organization. NOT a recipe for more budget next year.

INTENTIONAL ACTION: MEASURE WHAT MATTERS

Yeah, I know you've heard THAT before. But do you ACTUALLY know what numbers MATTER to your business? As in, how those activities DRIVE results in the funnel?

December is a great time to re-assess exactly what you've been tracking in 2024 and whether or not it means anything to your business. And if it doesn't, check your ego and throw it out.

Break it down to: 1) what do you CARE about as a business? 2) what are YOU trying to accomplish? 3) what marketing efforts can contribute to demonstrating 1 which accomplishing 2? 4) and how are you going to track that?

And it doesn't have to be a LOT of numbers.

One or two MEANINGFUL stats is all it takes to turn a marketing program around.

2. Generic Messaging

Ok, B2B tech brands. I'm calling you out.

I know you think that your FEATURES are what make you stand out, but it's NOT. At least, not until people have EXPERIENCED your product.

Sure, it's easy to fill your website with the same keywords as your competitors. Or use templated messaging (that lacks relevance or fails to connect emotionally with people) because someone has created it to make your lives easier.

But all it's doing is making you sound the SAME as your competitors.

Creating a race to the bottom, where all you have to compete on is price.

Ugh, let's just stop this please.

If you want to take skilled services and make them commodities, that's all you. I will NOT participate in THAT.

Plus, it doesn't generate results; since campaigns are impersonal, forgettable and disconnected from the brand values, that's how they FEEL to the audience as well.

Double Ugh.

INTENTIONAL ACTION: FIND YOUR GOLDEN THREAD

When I work with my clients, I'm always looking for what I call The Golden Thread; that one concept that strings together your why, your values, your product, and the relationships you've built that you WANT to keep.

And fun fact, there is ALWAYS a unique golden thread.

Even if you're selling pretty much the same thing (Coke vs. Pepsi).

Even if you're a start-up going against an industry titan (small CRM's vs. Hubspot).

Even if you're bringing tech to a traditional industry (oil & gas or agriculture).

So, what's yours?

If you haven't found it yet, it doesn't mean it's not there.

And if you'd like some help in doing the digging, let's chat.

3. Trend Chasing

Oh, this one if so common that I've actually had CEO's tell me that this is a primary focus for their Marketing Coordinators 🙄

AND...it's so common among young marketers that I actually think they think it works.

But jumping on viral trends or popular hashtags without ensuring they align with the brand’s purpose or audience’s interests not just doesn't work long-term, it's dangerous in the short-term as well.

And while it might look like you're taking a stand, what happens when that stand gets put to the test?

How many businesses jumped on the #BlackLivesMatter train in the wake of George Floyd's murder? And how many of those companies can actually demonstrate they believe that?

Performative marketing and trend chasing might be good for a quick hit of activity, but the dangers greatly outweigh the opportunity. If you end up appearing inauthentic or opportunistic, you risk alienating your ideal audience. And then what are you left with?

INTENTIONAL ACTION: BE YOURSELF

I'm all for taking a stand in marketing; I mean, I do it all the time. But it HAS to be in alignment with who you are as a brand, not chasing the market.

Yes, you risk alienating people.

The WRONG people.

The people who were never going to be customers, or employees, or investors, anyway.

If we go back to talking about meaningful SPEED, it cuts through the noise to get to the right people, which SPEEDS UP the sales cycle.

And if that's not what marketing is supposed to do, then I don't know what is.

4. Neglecting the Audience's Perspective

Anyone printed (or posted) a company brochure this year? How about a Case Study?

You know, those efforts that emphasize the company’s achievements or features without addressing customer needs or pain points.

Yeah, it's still shockingly common.

And what's MORE frustrating is seeing those types of campaigns on social media; taking platforms that COULD be SOCIAL, and turning them into an "announcement engine" for your company wins.

This also shows up as people telling people where they are: "Come visit us at Booth #364 at Conference of the Day".

If I'm the consumer of that message, WHY would I do that?

These types of messages feel self-centered and just straight up DON'T resonate with people.

INTENTIONAL ACTION: GIVE PEOPLE SOMETHING TO SAY "YES" TO

All the way back in 2020, I wrote a blog post called The Fastest Route to a YES.

It still applies today (fun fact: most marketing "laws" have been the same since the beginning of humans interacting with each other).

And in order to get to a YES, people need to be READY to say YES.

They need to have enough of a relationship with your brand to say YES (Ooh, Tracy is at that tradeshow? I love Tracy!)

They need to understand WHY they need what you're offering them (which is why a USER will look at FAQ's but prospects usually don't).

And they need to WANT to say YES (as in they've ALREADY DECIDED they want what you're offering; no convincing required).

What can YOUR ideal clients easily say yes to?

OK, that's enough to chew on for this week!

If you're ready to make a change in your marketing efforts for 2025 and you want to get started NOW, perhaps an Authentic Brand Audit is in your future? There's still time to get YOURS done before the end of this year!

But time is running out...