Strauser Marketing is comprised of information technology marketing channel experts who create, manage, and execute marketing plans for reseller channel partners. We deliver marketing plans, go-to-market strategies, execution of channel programs, campaigns, events, digital marketing, video creation, app creation, lead & demand generation, social media campaigns, and project management.
At age 36, I started my personal development journey. I had
dreamed of a life of peace, love, and happiness. I began training myself to be
more positive, attended therapy, and became obsessed with self-help books, such
as those written by Dwayne Dryer, Elizabeth Gilbert, and Rick Warren—their books
were some of my first favorites. In my 20s, I used to ask myself “What is my
talent? What is my purpose?” After reading What
on Earth Am I Here For? by Rick Warren,
I was able to answer those two questions, and it changed my life.
Personal development is work. It took courage to look at
myself, wanting to be a better person and mother, and effort to kill the ego,
but once I started, I wanted more. I kept reading, watching, going to church, and
even attending Oprah's Master Class weekend in Miami. Yep, I spent a weekend
with Oprah, and it was amazing! Now, at age 49, I can say that I have grown as
a person over the years. I understand forgiveness, self-worth, self-respect,
listening, compassion, empathy, healing, and the power of love. It’s been a tremendous road, and I’m so
thankful to have traveled it. Don't get me wrong, I’m no guru or anything like
that…I still have my sassy New York attitude at times, and more work to do
which will last the rest of my life, but now I truly love myself for it.
Life Changes and
One day, I was introduced to a company that happens to be a
break-thru anti-aging skincare and wellness company.
As a professional technology marketer, I understand business, so I
looked at the numbers because I was naturally curious. The company had reached
$1B in sales in 4 years; my mouth dropped. Being in technology for the last 20
years, I had never seen any company reach sales numbers like this so quickly;
not even Amazon. So, I jumped in, recognizing emerging markets and the
potential of growth…I didn’t want to miss the beginning of something big again
(like I did when Apple exploded). Besides, I wasn’t a big fan of my wrinkles,
so it made the decision easier. Turns out, it's one of the best decisions I
ever made. Within a few months, all my wrinkles were gone, and I uncovered something
I never thought existed far beyond my physical appearance.
After a month of signing up, this company was having their annual
conference in Dallas. I decided, if I’m
going to take this “YouEconomy” business seriously, I need to attend this
conference. I booked my flight and off I went for a three-day conference on
anti-aging…so I thought.
The conference was at the Dallas conference center, and thousands
of people were in attendance. It was pretty exciting! The CEO, Jeff Olson, was
the first to speak. When I signed up, I was given the book Jeff Olson wrote
years prior to starting this company. Personally, I had never heard of him
before, but I was currently reading his book, The
Slight Edge. As I sat there I
heard words and phrase like love, make people better, live happy, happy acts, dreams, belief, vision, kindness, and personal development. At
that moment, I had an epiphany: the relationship that I had dreamed about for
years was not a personal relationship, but a company that lives and breathes
the way I do. Additionally, I realized I could help others on their
Personal Growth and Practicing Gratitude
This company has brought so much more to me than great skin!
The personal growth that I have received is so much more than I ever thought I
would experience in my life. The people that have come into my world are
incredible, inspirational, courageous, and strong, and have helped me grow more
each and every day. Now, I even attend a
daily happiness call that strives to help others with personal
To most people that know me, this company is just a side gig,
but to me, it’s my dream come true. For me, the personal development, the
people, the culture, and the growth is so much more than the monetary value. I am very grateful for my life today.
“Marketing with intention” is a fairly
new buzz phrase circulating among marketing professionals. What does it
actually mean? How does it differ from the traditional approach to marketing?
Today’s technology channel
marketer is responsible for all things marketing: corporate brand, website,
social media, lead and demand gen, collateral, budget management, content
creation, video creation, events, vertical-based marketing, vendor-based
marketing, services marketing, managed services marketing, training (internal
and external), etc. It’s an overwhelming
amount of responsibility—how can you be intentional when you’re always in
Marketing with intention is all about
asking yourself and your team why
you’re carrying out a given marketing activity rather than beginning by asking
yourself what marketing activity is
being carried out. If you start with the “what,” you’re limiting yourself to
the first idea you come up with for driving inbound leads without really
stopping to delineate why you’re doing it at all. If you start with the “why,”
you’ll end up with endless ideas for the “whats,” and find yourself evaluating
the marketing activities that best align with what you’re trying to accomplish,
“People don’t buy what
you do. They buy why you do it.”
The ultimate result is
successfully appealing to the people who share your beliefs, and can see that
your products and services are in alignment with your core purpose and values
as a business.
How Can Our Team Ensure We’re Marketing with Intention?
define your intention! Many marketing activities are being requested by sales,
management, and vendors who think they have marketing experience, but actually
have limited expertise (sorry, but it’s true).
The reason there are channel marketers is for their proven experience in
marketing. When asked to carry out an activity by other personnel, ask
·Does the activity qualify as marketing with
intention? What is the specific intent of the activity, and is it in alignment
with our values?
·Is it targeting a particular
·What is the call to action?
·What is the follow-up plan?
·Can a nurture process be put in place?
to market with intention is to have a marketing plan that aligns with the
business goals, as explained above. If you plan on growing a particular vendor
business by a certain percentage, then your marketing plan should reflect activities
to drive that goal. If you plan on hiring 10 more people in the next year, then
your marketing plan should reflect that goal, as well! Whatever the business
goal, the plan is key to achieving it. With that being said, both the business
driver and marketing plan may change as the year progresses, and that’s okay, as
long as you have intent behind each goal and activity.
do you have the resources to execute? If you have no marketing resource, or
only one marketing resource, intention goes out the window. There is no way to
market with intention if your resources are limited—that goes back to being in
reactive mode. I know I’ve said this before, but it’s worth saying again: limited
marketing resources who are responsible for all corporate, vendor, product,
lead and demand gen, and social media marketing is WAY too big for one person to handle, no matter how good they are,
and no matter how much you pay them. Effective intentional marketing needs
planning, vision, and execution. Hire those third-party vendors you trust to
help so that your internal resources aren’t burnt out. Besides, third party
resources are considered an expense, and you can use MDF to pay for them.
Bringing It All Together: Do You Need Support for Realigning Your
If you’re a marketer reading this
blog, share it with your CEO/executive leadership! Sometimes, it takes an
outside source to drill the message home. Happy marketing!
Strauser Marketing is comprised
technology marketing experts with over 20 years’ experience in channel
marketing. We help reseller technology partners manage, create, and execute
marketing plans for all vendors, helping small businesses grow their sales and