19 Mistakes to

Avoid in Your
Marketing
Strategy

Pierre Herubel
Reddot Growth
 1.Not analyzing
Past Results

Before launching new marketing

actions, commit time to analyzing
and auditing past results.

You are here

Analyze past actions to get better results

 2.Spending 80% on
production and 20% on
distribution
Your content is useless if no one sees
it.

80% Production 40% Production

20% Distribution 60% Distribution

 3.Generic and vague
Messaging
Avoid using words that convey unclear
meanings.

1. Market-leading
2. Best-in-class
3. World-class
4. State-of-the-art
5. Cutting-edge
6. Breakthrough
7. Next-generation
8. Innovative
9. Revolutionary
4.Not studying your
target audience

That's the most common mistake.

Marketers assume they know their
audience while they don't.

"I don't need research. I

know them"
 5.Focusing only on
Cold Audiences
Many marketers (and sales) focus on
getting new traffic instead of converting
existing warm audiences.
6.Writing with complex
B2B Jargon

Key decision-makers might not be able

to understand complex jargon and
acronyms.

Cloud Service
CSP
Provider (CSP)
 7.Sticking to old
Schools Methods

Not innovating is a common factor of

bankruptcy.
 8.Tracking only leads,
not revenue

Leads don't pay the bills, revenue does. Yet

most marketers use leads as the north star
metric.
 9.Trying to create the
"perfect plan"
Many marketers spend months in
boardrooms with SWOT, PESTEL but the
reality always differs from the plan.

300M revenue and

Forbes award

4 leads with no
intent
 10.Using too many
Messages on your
Pages and Ads
Avoid using too many selling points or
your audience won't get it.

1. Fast
2. Reliable
3. Cheap 1. Fast
4. The best
5. High-tech
 11.Hard CTAs
in top of funnel

Make sure to build trust before asking

for a commitment.

Hello, nice to meet you.

Would you have time for a
30-min call next
Tuesday?
 12.Counting only
on 1 Audience

Make sure to target 3 ideal

customer profiles to reflect the
reality of your market.

Message 1 Audience 1

Message 2 Audience 2
Core value
proposition

Message 3 Audience 3
 13.Using dull
Photo stock

In 2023, everyone can recognize stock

photos. They break credibility.

"yep, you see me

everywhere"
 14.Using wrong
marketing channels

Avoid spending on the wrong channels.

Conduct experiments before scaling a
marketing channel.
15.Promoting features
instead of benefits

Commit extra time to turn features into

benefits; it's worth it.

30GB of storage 1000 songs

for MP3s in your pocket
16.Targeting everyone
with the same message

Invest in personalization to send target

content to your various ICPs.

Message 1 Audience 1

Message 2 Audience 2
Core value
proposition

Message 3 Audience 3
 17.Getting impatient
after the launch

Allow a meaningful budget and commit

enough time for each marketing
experiment.

"It's been 2 days and still

no results, cut the
program."
 18.Reporting
20 metrics to executives

Stop sharing complex data with your

management; create executive
summaries.

1. CPM
2. CTR 1. Leads
3. CPC 2. Cost per lead
4. Open rate 3. Revenue
5. ...

Secondary metrics North Star Metrics

 19.Not Following my
experimentations

I spend dozens of hours monthly in

data analysis and share them on
Linkedin for free.

Report
Research and Analyze
insights on
experiment Data
Linkedin
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Pierre Herubel
Reddot Growth