I leave you the video of the interview and access to the audio on Spotify and below is a summary of the most important parts.
Do companies know how to sell? They think they do, because that's all they do. But what they really do is harass the customer and try to force sales. “Sales have to be achieved, because the value proposition, the product and the message I'm sending you is so relevant that the sales process is superfluous. Because if this is fulfilled, the sale is already made . ”
It is better to sell a lot korean girl whatsapp number to a few than a little to many : we assume that to be successful, we need volume. The more people see my message, the more I will sell. In a way it is true (by pure probability), but the reality is that my budget is diluted, the message is no longer relevant to many, and we return to the spiral of short-term sales and campaigns that do not work.
In marketing, we have to go from the inside out and from less to more.
We all want to find the “sell more” button, but it doesn’t exist . We have to conquer those territories and be patient. This is the way to achieve lasting success.
How many one-time sales are there in your e-commerce? A significant percentage, right? Well , these sales represent the marketing we don't control . No matter how good your marketing is, you're only going to have a third of sales interactions. What can we do to influence the two thirds we don't control?
Myths such as the idea that we can control everything with digital marketing lead us to make mistakes . Continuing with the idea of the thirds that we control, if we could only control one third, how can we say that with digital marketing we can control everything?
The clicks we measure become our world . They make us suffer from the tunnel effect. We make the world smaller and smaller and then we don't understand things.
Speaking of artificial intelligence : Machines will help us based on the data they are able to analyze, but if they cannot measure it, how will they be able to help us with the rest? That rest is 66% of our marketing.
We need to expand our ability to measure and continue to apply intuition to be able to read what is happening in these two thirds . We need to change the way we do marketing, to influence this very large part of our marketing.
People or companies that have been successful are not clear about why they have achieved this.
Speaking of marketing strategy : We need a guide to help us avoid problems in order to reach our goals and reduce uncertainty as much as possible. Although we will never achieve 100% certainty.