Do you practice what you preach?
What about your team? Do they practice what your company preaches?
Evangelizing your team about your company’s message and values internally is equally as important as evangelizing them externally.
John Rougeux is the VP of Marketing at Skyfii where he has two main priorities: 1) Build his company’s presence in North America and 2) Rebuild Skyfii’s brand with a clear position in the marketplace.
John knows that he can’t accomplish his second priority by only marketing his company externally. He has to be walking the walk and getting his team excited internally as well. It’s crucial to their success.
John joined us for this episode of B2B Revenue Acceleration to talk about internal evangelism as part of a branding strategy.
Internal Evangelism is More Important Than Ever
John believes that “It’s not sufficient for marketers to focus on externally promoting a brand.” In order to reach the potential for growth, your team needs to be fully onboard internally first to know where you’re headed.
It’s not enough for your company to compete on features and benefits. To embark on long-term relationships, customers must be interested in who you are and what you stand for.
The same absolutely goes for your employees and partners. As a marketer, your job is to continue to focus on external promotion, but your role should also include an often equal focus on promoting vision with your internal team and partners.
Competing on price and features is prevalent in the B2B space and B2B companies are over marketed to. People in this space crave human relationships. If you say that is what you provide, but you fail to evangelize internally, your values will be inconsistent.
How Your Team Can Demonstrate Consistent Values
John believes there are four pillars that demonstrate consistent internal values at your company:
2 Great Examples of Internal Evangelism
Here are two great examples of companies who internally evangelize their marketing in genius ways:
…And 2 Bad Examples
Marketers have a choice to make. They can either choose to promote their values internally like Terminus and Drift, or they can watch their culture (and profits as a result) crumble like Enron and Uber.
A marketer’s job no longer begins and ends outside of company walls. Internal evangelism is the first step toward a company that is fired up about the direction in which they’re heading!
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