PartnerHacker Daily #214: Focus on the Market

Living in market > targeting the market

A good marketer focuses on the market, not marketing.

Marketing is something you do to your targets. It’s a unilateral attack. The framing and phrasing are all wrong. People don’t want to be marketed to.

Your market is something you’re a part of.

Our job is to participate in and create value with and for the individuals and companies in our market. To join, start, encourage, highlight, and enhance conversations that create value for the members of the ecosystem.

Call it content, call it community, call it events, call it whatever you want. At the end of the day, it’s about being a part of your market, serving it, and participating in conversations that add value.

When we work together with partners, we strive to live-in-market, we never have to Go-to-Market.

When you do, you won’t need to market products at people. You won’t need to cram them into a funnel. When they have problems you can solve, they’ll come to you for help.

Who’s with me?

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