Episode 147: Acquiring Profitable Clients Through Personalized Marketing with Patrick Ward of Rootstrap
Patrick Ward, Vice President of Marketing at Rootstrap, delivers a mini-masterclass on marketing in this episode.
Ward talks about the transformation of marketing in three stages. Marketing has evolved over the years through their channels and objectives. First was the period where marketing campaigns were about creative ideas and casting a wide net. The second stage was a period where technology was used to track marketing spend. The stage we are in is about personalization and setting the stage for acquiring the right customer.
Ward ties marketing very closely to human psychology. A successful marketer would be able to target the right customer based on their profile. Tools like Crystal Knows, DISC, and Enneagram Institute are some great starting points. He emphasizes that marketing is not about hacking technology or tools like SEO. It’s about truly connecting to people and establishing trust and credibility, so they can be long-term clients.
In terms of organizational leadership, Ward talks about the importance of getting your people to care about the business. The right communications and setting the culture are vital to accomplishing this. Don’t be afraid to hire more experienced, smarter people because they will expand the business more exponentially than you could.
Business leaders looking to grow their businesses sustainably through a solid marketing strategy will find this episode extremely educational.
Crystal Knows - https://www.crystalknows.com/
DISC Assessment - https://www.tonyrobbins.com/disc/
Enneagram Institute - https://www.enneagraminstitute.com/
Website - https://www.rootstrap.com/
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