Who Does NOT Need a Digital Strategist?

As a digital and marketing strategist, I use virtual tools to gain insights into where I’m leaving money on the table, and where to go after it. That includes who hires me and who doesn’t. The result is key indicators of where to put my marketing efforts. Recently, MadPipe’s CRM indicated that no sales are being lost from poor salesmanship; in nearly all cases, it’s simply not a match.

What emerged are 6 reasons someone is not a fit, and they’re not even about MadPipe – they’re about being a fit for marketing strategy in general:

Reasons For Not Needing Digital Strategy

  • 15% is apathy – one neither wants to do the work of marketing, nor pay for it to be done, so marketing strategy can’t help
  • 10% is fear – not just of committing to me or my company, but of committing to any direction
  • 20% flake out – this is the percentage that don’t keep appointments or commitments
  • 10% is charity – usually unfunded startups looking for handouts (I don’t blame them for starving, I’m just saying it’s not a fit)
  • 25% are protean – what one does for a living changes with each discussion
  • 20% are soft referrals – not actually interested enough to make an appointment

It Pays to Play For Enthusiastic Teams

So, that’s who DOESN’T hire me. My current clients have commonalities too:

  • Almost *all* have a team at least partly assembled – at least one marketing implementer on staff or as a contract partner
  • They have usually gotten me involved in building the rest of their team.
  • They have one HELL of a lot of energy and motivation.
  • Most of all, they need to give it direction.

Agnosticism Toward the Dilemma Shows

The data reveals that I’m industry, location, and business-size agnostic – meaning I do not specialize. This is intentional. The moment someone says “I do beauty industry marketing, or marketing for lawyers in Palo Alto” they’re drawing from the same bank of ideas your competitors are using. What MadPipe does is take insights from one industry or location and apply them to another in creative and surprising ways that clients’ competition isn’t prepared for. If someone can find their way out of a forest, but stays lost on an island, they’re not a strategist, they’re just a forest guy. Agnosticism toward the problem means being better at solving problems.

Contempt for Gimmicks is an Asset

The data also shows that, with barely any exceptions, I don’t offer services. I don’t implement any marketing at all. This is also intentional. I design the plan and oversee the ongoing execution, but I don’t execute. It’s not because I can’t, it’s because you don’t want someone trying to sell you add-ons and extras. In other words, I don’t bill myself as a marketing strategist in order for my marketing strategy to lead you to buy the marketing services which I just happen to offer. I can tell you what we need, whether to do it in-house, and I can provide referrals, but my focus is on what makes your marketing awesome without any conflict of interest.

I’m the marketing director your business WOULD have if it was 10 times bigger, and will NEED when you get there. When you’re sure about your business goals, and have the energy and courage to get you there, but need the strategic oversight and team management, reach out to MadPipe.

Daniel DiGriz

Daniel DiGriz is a corporate storyteller and Digital Ecologist® at MadPipe, which provides creative direction, marketing leadership, and campaign direction for firms that want a stronger connection with their audience. A Digital Ecologist® applies strategic principles from both natural and digital ecologies to help organizations thrive across multiple ecosystems. Daniel hosts podcasts, speaks at conferences, and his ideas have appeared in Inc, SmartBlog, MediaPost, Forbes, and Success Magazine.

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About once / month, corporate storyteller and digital ecologist® Daniel DiGriz weaves together interesting business stories, analytics, & examples for organizations committed to achieving their goals.


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