Seth Godin had an amazing quote in his blog last Friday…
“The art of marketing is not finding more money to do more marketing. It’s figuring out how to tell a story that spreads with the resources you’ve got.”
Read closely…”spread the story” is the important keyphrase. You don’t have to have a $200K per year chief marketing officer or a glitzy New York PR firm. You just have to make the most of an established and reasonable marketing budget.
Our firm handles marketing for a Seattle biotech firm that consistently gets kudos from Fortune 50 pharmaceutical firms for its marketing efforts. The CEO consistently hears “You guys are all over the place.” Yet the entire marketing budget for this firm has never topped $150K and in the first 3 years of the firm’s existence was never over $75K. This is less than the salary and benefits for ONE senior level marketing executive!
Outsourcing marketing efforts has let the company focus more budget on the “story” and less on in-house resources.