Jasmin is someone I wish I could spend hours chatting with.

Her humble and genuine soul is refreshing from today's marketing "hype gurus." She provided many insights without insisting, "this is how you need to do it."

If you want to learn the difference between demand and lead gen, how to do paid ads well, and how to create content that resonates, this episode is for you.

Here are the top five insights from our conversation:

  1. Marketing should focus on long-term brand building (and short-term sales)
  2. Generate content that provides value (not just to increase leads)
  3. Attribution is an art (not a science)
  4. The importance of a beginner's mindset in marketing
  5. Focus on the quality of your relationships (NOT the quantity)

https://share.transistor.fm/e/68f1d197

Insight 1: Marketing should focus on long-term brand building (and short-term sales).

"I think there's this misconception that marketing exists solely to drive leads to sales."

Can marketing make sales easier by educating the audience and removing friction from the buying process? YES. But is marketing merely the Eve for Adam (sales)?

Was marketing created from a rib of sales to serve sale's needs? I don't think so. Like the story of Adam and Eve in Genesis, marketing is a companion and helper to sales. But not second in command.

"It's undeniable that those two teams must work together and find harmony. But marketers should have a broader marketing goal around positioning yourself properly in your given market and building a brand beyond an individual product you sell."

Jasmin is spot on. Sales and marketing must work together, but to be a genuine helper of sales, marketing must look beyond leads and momentary revenue.

Marketing needs to focus on positioning, brand building, community, and generating demand in the long haul for your product or solution.

So yes, it should work with sales, but not for sales. It's a team effort.

Insight 2: Generate content that provides value (not just to increase leads).

As mentioned above, many people treat marketing like sales. They believe its core purpose is to get leads. While leads (sales) are a component of marketing's job, it must go beyond that.