Do I follow the crowd or do I venture out and take a chance? In the workplace, some think keeping a low profile and falling into line is job security, but sometimes when you don’t take risks, you miss opportunities.
Many marketing and sales professionals continue with more traditional approaches to advertising and selling their products no matter what the results may be. Playing it safe doesn’t reap the rewards that could be waiting for you.
Marketing is a science and art. Some aspects of marketing you can quantify while others are pure intuition – marketing by your gut. At times you will not be able to predict the outcome, but if you are a well-seasoned marketing person, you will just intuitively ‘know’ if a lead generation program, messaging, approach or idea will just work.
Every company and product is different and requires a unique approach for achieving product awareness. Start-up technology companies are usually offering disruptive new technologies, so many of the traditional methods may not work. You have a unique opportunity to educate your prospect base and demonstrate your thought leadership to gain credibility. There are no ‘me too’ products to compare.
The marketing team may admit that they do not know the exact approach to take – so it is time to trust the gut. Other peers in the company may feel uncomfortable with this methodology. By admitting that you don’t know an approach, but you are excited about trying some ideas to see what produces results – is gutsy, truthful and can be a great opportunity.
A marketer that is confident, gutsy and willing to take a risk has greater potential to find the most effective marketing strategy and would “rather live with a good question than a bad answer.”