Oct 5, 2021
Marketing has universal truths that guide how to operate best to
marketing initiatives. Today’s episode of Aligned is a continuation
of our conversation with guest Ed Rusch. He and Sean discuss how
these truths, which Ed discovered by working in the supply chain
for oil and gas, can be applied for any marketing
These marketing truths can be applied to
- Marketers love to say their industry is different and an
exception to the rule. But Ed has yet to find an industry where
that is the case.
- The key is identifying the patterns and seeing how you can
successfully apply those principles to the company to inspire
evolution and forward movement.
- A core principle of these truths is macroeconomics - the study
of the aggregate of how economics behaves.
The Baltic Dry:
- As a B2B marketer, Sean follows the Baltic Dry to see some of
the nuance and intricacies of modern transoceanic shipping and its
effect on the economy.
Baltic Dry Exchange Index is a benchmark for the price of
moving major raw materials by sea. Essentially, it’s how much stuff
is floating around on boats.
- There are regular spikes and fluctuations (just like anything
else) because many companies rely on transoceanic shipping to
create, build, or sell their products.
- The challenge for marketers is taking this complex process and
distilling it into a simple explanation.
- You want to articulate a journey forward in a way that’s done
for a business mindset.
Pain Mapping - Humans do anything to avoid
- Everyone has a threshold to manage pain. To sell or convince
someone of a particular point, your message (as a marketer) needs
to diminish or nullify the actual pain and any
- Marketers focus on intermittent and chronic pains rather than
- We as marketers need to be more specific, more focused, and
better tailor our macro messaging into something that addresses a
specific and acute pain point.
- Once you solve the acute pain, companies will be more willing
to trust you and assist them in solving their chronic and lasting
pains that might not be solved as easily.
Low-hanging fruit that you can easily solve for your
- Help a customer be a better supplier or vendor to their
- If you cannot capture orders, confirm those orders, and provide
an Amazon-like experience to alert your customers about the status
of a shipment, those are pains you can and should quickly
- From a financial perspective, demonstrate an increased yield
from your materials and equip customers to work with consumers to
maximize that yield. It is an acute pain that needs to be solved
because it directly impacts your customer’s bottom line.
- Many companies carry excess inventory to avoid production
shutdowns, and the problem with that (from a financial perspective)
is working capital.
- The speed at which solutions are solved is integral in the B2B
world, and massive corporations (like Amazon) can address those
acute pains immediately.
- These problems are solved by digital transformation.
The main takeaway? Fast is not fast enough. When you look at the
normal tempo of B2B businesses, they are highly planned. While it
can be beneficial to have a plan for the entire year, is the
messaging you planned out nine months ago really the most
- Aligned is a
podcast for executives of emerging middle-market companies and
executives pursuing growth or looking for new levers to
- Read more about cognitive
marketing on FitzMartin’s website.
- Order Sean’s book
- To connect with Sean Doyle, find him on LinkedIn, or learn
more about FitzMartin on the company web page.
- To get in contact with Ed, connect with him on LinkedIn.
Learn more about the Baltic Exchange Dry