Does your purpose currently impact your marketing, revenue growth, and profit? If not, it should.
According to research, curated by Mack Fogelson, consider the following:
- 73% of people care about the company, not just the product when making a purchase. (BBMG)
- 50% of purchases are made because of word-of-mouth (Brains on Fire)
- 85% of purpose-led companies showed positive growth (Harvard Business Review/EY)
In sum, purpose matter because it impacts your growth, revenue, and profit.
That’s why I interviewed Mack Fogelson (@mackfogelson), the CEO of Genuinely, a consulting and training company. I met Mack through a mutual friend and we’ve developed a friendship too. I’ve learned a lot about marketing with purpose and why it’s important to revenue growth and profit and I’m excited to share her thinking with you. You’ll also learn four steps to articulate your purpose.
Author’s Note: The transcript was edited for publication.
Mack, can you tell us a little bit more about your background?
Way long ago, I was a teacher and did that for a while. Then over the last fourteen years, I’ve been in the marketing space, so everything from building and coding websites to optimizing with search engine optimization and SEM to building community and brands and the full, integrated approach to marketing a company.
All of those layers have brought us to where we are now which is primarily teaching companies how to use these concepts, frameworks, and the processes that we’ve tested and know really work to grow their companies. We do this to ultimately help businesses in the digital age compete, contend, and build really great, meaningful and sustainable businesses.
What inspired you to focus on purpose and humanize marketing?
Around the time I started having my family, I just realized that if I was taking that time away from my kids that I really needed to make it count. I’ve built a business around something that has been very meaningful to me and for my employees. We started by helping companies be better. I started getting in the conversation about community many years back. When many marketers were talking about how to rank #1 in Google, I was talking a lot about the benefit of community and of businesses building a community to help their companies. What I didn’t realize at the time, but unfolded many years later, was that purpose was really at the heart of all of that: helping companies to understand how you bring people together through purpose and drive the organization’s growth.
You said that it’s not about what you spend on marketing; it’s purpose that helps you get focused. Why is that?
Because there is so much that has changed. The world isn’t the same. Businesses aren’t the same, and the way the business community works. Customers are not the same. So, we cannot expect marketing to be the same. Mainly we’re looking at consumers now. We expect authentic and very real and human experiences. And not only that but employees are looking for more meaning in their work just like I was many years ago.
It really comes down to the fact that it’s not about what your company sells or solves anymore, and certainly, you need to be incredibly stellar at what you sell and what you make, but it’s about who your business is. And really, it’s about the three components of purpose, people, and promise, and having those pieces work together for any given company so that they can reap all the benefits that purpose brings, like, customer acquisition and retention, customer connection, and employee satisfaction.
How can we overcome this disconnect and better connect with our customers?
Most companies are pushing their product and their services rather than really leading from what their business is here to do and bridging that gap between the purpose of the company and the people that are in line with that. So, when the conversation is about the product, there isn’t much of a conversation to be had.
Let’s say we’re just talking about Dove. They sell soap. But ultimately their aim is to help women feel good about their bodies. So, it’s the intersection of those things (selling soap and helping women feel good about their bodies); the cultural relevancy of attacking an issue like women’s self-image and body image and wanting actually to help solve that problem in our world is what has given Dove such incredible growth in their organization.
When the conversation shifts from being about the product to being about purpose it becomes something else entirely that drives growth because it’s the word of mouth that companies are looking for. And that doesn’t come through talking about a product; it originates from the connection that they have with the shared values and wanting to do something bigger. Not to say that they don’t generate significant profits from this path; it’s just a different way to it.
You’ve talked about why building an authentic and human company is necessary. So why should those in B2B marketing care about this?
Purpose is becoming more of a trendy topic; you see it everywhere and I think that’s the biggest disconnect. Companies think that, on the outside, if they market with purpose, they’re good; they’re safe. And maybe many companies are doing that. But if then the experience with your business is not real all the way to the core, then that’s where you’re going to have significant problems (think about recent events with companies like Uber, United, and Pepsi’s commercial fail).
Ultimately, in the day-to-day, companies want to know how do we achieve growth and how do we continue to acquire customers? How do we keep our customers? When your business is not looking at how to build a deeper connection with that customer (which comes from purpose and empathy as we’ve talked about) there is no connection. When you have no connection, you have no customers.
It’s really in applying the purpose to the day-to-day of the organization and understanding that it’s not just some visionary thing, but it’s about identifying your purpose and then making it relevant to your customers. It’s helping your teams understand what purpose is or isn’t. Many companies think it’s a PR approach or it’s a tag line, or it’s a mission or value statement. And that’s all great, but when it comes down to it, the purpose is really what does that mean to your customer who needs your product and wants to connect more deeply with your company?
Think about Patagonia: they’re selling a stellar product, but they’re also going deeper to say, “We are going to pioneer technology to make better clothing. And we’re going to reduce the impact of that on the environment. Then we’re going to give this technology to our competitors because if they have it, then we’re making a larger impact altogether.”
Companies need a purpose. Because they need to keep their employees; they need purpose to keep their customers, and ultimately there’s something bigger that their businesses are here to do, and it’s not an altruistic path. It’s a road to profit,…