What’s your marketing MO?

In a recent masterclass which I delivered to a group of early phase start-up FinTech businesses I was struck by how marketing is probably one of the most misunderstood disciplines in business.  So many otherwise smart business people assume that undertaking advertising, social media and PR will miraculously elevate their organisation’s profile and ultimately generate more sales.  And when that doesn’t happen as quickly as expected, the assumptions are that a bigger budget is needed, the wrong activity or media were chosen, or even that the timing wasn’t right.  Wrong!

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