What is checkbox marketing? + How to fix it

I *finally* figured out why B2B is boring.

We’re drowning in “checkbox marketing.”

What is checkbox marketing?

Checkbox marketing is the habit of large companies to pursue low-quality marketing efforts as a box-checking exercise. 

Webinar? Check.
Podcast? Check.
SEO? Check.
Google ads? Check.
LinkedIn? Check.
Newsletter? Check.

Too many marketing programs can check off every single one of these boxes and *STILL* not contribute to revenue.

We’re the busiest we’ve ever been with far too few results to show for it.

We’re all chasing our tails doing things to check a box.

It’s not our fault.

We just came up on the hype of “move fast and break things.”

But we’re all coming around to the realization that this has to change.

Time to say goodbye checkbox marketing.

I kept hearing B2B was boring because of:
– Webinars
– Gated content
– Vapid articles
– Trade shows
– Infographics
– Whitepapers

Dear B2B marketing leaders… we aren’t having a tactics debate.

We’re having a QUALITY debate.

Those are tactics.

🏴‍☠️ Plant a flag for quality.

Quality always wins. No matter the tactic.

One of the most important things to figure out about your boss (whether it’s a director or the CEO herself):

Which are they okay with not hitting:

Output?

impact?

Lots of places think they care about revenue, but care more about keeping up your *checkbox marketing.*

2x weekly blogs? Check.
Weekly email blast? Check.
Monthly webinar? Check.

So long as you check your boxes, nobody gives you heat.

But take 2 weeks to write one blog that’ll have a big impact?

No thanks.

Even if you hit your impact goals, it’s a problem you didn’t check as many boxes as you were supposed to.

So figure that out.

Or better yet, have this conversation in your next review:

“If I have an idea that will have bigger impact, but slows my total output, is that okay?

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