March 25, 2021

B2B SaaS Marketing Can’t Be Set It and Forget It

Marketing shouldn’t be “set it and forget it”.

But it’s easy to do the same things day in, day out.

My newsletter was a perfect example.

For the past couple of years, it had been slowly dying.

Unsubscribes outstripped new subscribers and the content resonated less.

It wasn’t for a lack of effort or enthusiasm.

But nevertheless, I slogged on.

Then, my business coach cajoled me to do things differently.

Turf the weekend newsletter that offered curated content.

Launch a 3X/week newsletter featuring marketing insight.

Somewhat reluctantly, I pulled the trigger on it.

Some people unsubscribed but new people are subscribing.

Why didn’t I do it earlier? Why watch something flounder for so long?

Fear of change? Maybe. Laziness. Possibly.

It was an educational marketing lesson.

Questions to ask yourself

– What marketing is happening?

– How well is really performing?

– What’s stopping you from changing lanes?

– How long have been doing things the same way?

What would make you do something differently?

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