"Make something people will love us for because they love you."

In this episode of Inside the Process, Mallory and Shawn chat with Marc Thomas, an experienced marketer specializing in growing B2B SaaS businesses and the mind behind the popular Positive Human blog. Marc shares his innovative "Rinse and Repeat" framework, designed to help businesses attract new customers by breaking free from outdated marketing playbooks and embracing creativity.

Marc emphasizes the importance of understanding customers deeply, using a mix of qualitative and quantitative data to build compelling narratives that drive marketing success. He also shares actionable insights on managing risks and creating memorable campaigns, even with limited resources. Highlighting the need for continuous innovation, Marc provides real-world examples and practical advice to help marketers connect with their audiences on a deeper level.

Key Takeaways:

• These days, there are difficulties in performance marketing due to technical and privacy issues, AI, and market saturation. Move away from old marketing playbooks to more innovative approaches, such as sponsoring niche influencers and creating engaging content.
• The “Rinse and Repeat” framework consists of four steps: Relate, Ideate, Narrate, and Repeat. Relate involves deeply understanding customers; Ideate focuses on creating unique campaigns; Narrate involves building a compelling narrative with qualitative and quantitative data; Repeat emphasizes the iterative nature of this process.
• The framework is designed to empower creativity within marketing processes. By providing broad steps instead of rigid rules, it encourages marketers to innovate and adapt their strategies to better connect with their audiences.
• Marketing means getting uncomfortably close to customers and using diverse data sources to understand them deeply. This involves current customer research, product data, surveys, and more.
• Take calculated risks based on deep customer insights, rather than sticking to safe but ineffective traditional methods.

Chapter Markers:

[02:15] Overview of the Rinse & Repeat framework for customer acquisition.

[04:30] Challenges faced in traditional performance marketing and the need for more innovative approaches.

[07:20] Steps of the Rinse & Repeat framework, emphasizing the importance of unique campaigns and narrative-driven ROI.

[11:45] The importance of deep customer research is highlighted, with examples of effective customer engagement strategies shared.

[16:10] Leveraging niche influencers and success stories from targeted marketing campaigns.

[20:30] Embracing calculated risks, innovation, memes, and trending content to drive engagement.

[25:00] Overcoming the fear of failure and the balance between innovation and potential downsides.

[30:15] Using qualitative and quantitative key metrics and attribution models, and how to build narratives around marketing investments.

[34:00] Real-world applications of the Rinse & Repeat framework, with various success stories and case studies.

Resources:

Want more resources from this episode? We’ve got an episode recap, replay and every template, process, and resource we covered right here.

Trainual

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