Fragile Marketer: Who relies on social media followers, SEO, and getting Google sales rep advice to run Google Ads; ignoring customer service team advice, not bothering with inputs from product developers.
Robust Marketer: Mostly focusing on paid advertising (social media ads, search ads, influencer marketing, PR, TV ads, newspaper ads). Although they get sales, they don’t know much about what is not working (because of constant inflow of cash) or how to grow and scale their business. They remain stagnant.
Antifragile Marketer:
Tinkering. Tinkering. Tinkering.
Never worry about what doesn’t work just keep figuring it out by doing.
- One who believes MARKETING is too important to leave to the marketing team.
- Always strives to make their customer’s job easier and works with their developer team to create new products to address new customer jobs.
- Knows the difference between customer service (reactive) and customer experience (proactive). Trying to solve problem before it is happening (Upstream Approach)
- (Only applies to B2B) Tries to unite the sales and marketing departments to close deals faster.
- Tries out various marketing channels to find their customers and doubles down to get the best ROI.
- Fires their ad agencies if they don’t get great ROI.
- Frequently visits or talks to their existing customers to know their industry better.
- Keen eye on what to do next.
- Perennially looking for ways to solve new customer jobs.
They know that “what is known is a handful of sand; what is unknown is the size of the world” — so they focus on what they don’t know.