Mojo turns a company into a crusade and a mission statement into an actual mission. Mojo is the thing that the best, smartest people in your company bring to work every day-but that somehow gets lost before you can get it to market. It’s your voice and your stance and the banner you wave as your team marches down Revenue Street towards the Mall of Fame. Mojo is confidence, attitude, energy, and passion. Not metaphorically or hyperbolically but literally. Which is a big shame, because M ojo is a force multiplier.
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brutally H., most B2B agencies) leave out of the equation. This is the one far too many B2B brands (and, T.B. Used properly, Metrics make you better at everything you do (including how you use Metrics). With well-tuned analytics (and cool tricks like sessionized, instrumented content), you’ll dial up the volume of these silent screams so they become loud, clear signals to your whole marketing and sales team. This is about measuring everything that moves, then swimming naked in the data every morning before breakfast.īecause it turns out, if you look hard enough, data isn’t actually data at all: it’s your prospects and customers silently screaming to you about everything they’re into right now. If you haven’t nailed your Meaning-haven’t absolutely slam-dunked it-don’t worry about the other two Ms. We think this Meaning-this relevance-comes from your Galvanizing Story (if you don’t have one, this mini-series can help). And that’s why it always starts with Meaning. This bridge can only be built backwards, from their perspective back to your product. Our jobs as Very Important Strategic Marketers (and/or unpaid interns) is to discover and leverage this relevance-to build a bridge between what your ideal prospects already care about and what your products actually do. The tricky thing is, Relevance is defined by your target audience. Let’s look at each one, staccato-style: Meaning The third is so rare you’d think it was hard (in truth, it’s just ignored).
What does the word mojo mean how to#
(The alliteration was a happy bonus.) (That’s a lie, it was in the brief.) (God, how to spoil a drum roll, Kessler).
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Which also happen to be the three things Velocity works hard to combine in new ways for each of our clients. What three things a CMO in a B2B company should make sure her teams are mastering. Trying to boil down the whole B2B Enchilada into three nouns.Īsking ourselves what three things matters most in B2B marketing right now.