It’s been a decade. A decade. Happy anniversary to us, thankyouverymuch.
And yes, I’ve learned a few things. Things you should absolutely steal, so listen up. After ten years of building brands, launching campaigns, and watching companies either sink or soar, I’ve learned…well mostly this: the majority of businesses misunderstand what marketing is supposed to do.
Stay with me. I’m about to share the 10 most important lessons I’ve learned about running a marketing agency. Real life, actual insights from building Goalpost Group into a trusted partner for B2B companies in healthcare, manufacturing, and tech. These are proven, these are real, and you can use them right now.
I’m not talking about trends or theories, we’re in the deep end and we’re here for marketing that drives results.
1. The Real Purpose of Marketing
Did you say lead generation? You did, I heard you.
You’re not completely wrong, lead generation is great but it’s more like the result, not the motivation.
Marketing needs to stick. And not just anywhere, it needs to stick in your ideal customer’s brain in a way that they can clearly say what you do, how you’re different, and why it matters. Otherwise, your competition is going to get both the sale and the credit.
“Be the brand they think of first when the need arises.”
Need more on that? (You do.) Head over to our Connect the Dots framework for clarity and positioning.
2. Strategy Before Tactics. Always.
Don’t get ahead of yourself.
If your first conversations sound like, “Should we run LinkedIn ads?” or “What if we made a video?”, back. the hell. up.
Your first questions should be strategic. It’s literally the second word in the category of Marketing Strategy. Some better questions would be:
- Where should we play?
- How do we win?
Spin your wheels all you want, but if you don’t start here, you’ll waste a lot of time and money getting here eventually. Ever hear of an Engagement Cycle? I’d love to tell you more, because it’s the best way to get things moving. Strategy drives tactics, not the other way around.
You can thank me later.
3. You’re Not the Hero Here.
Two years into building Goalpost, we became a Certified StoryBrand Guide, and it.
Changed.
Everything.
Biggest takeaway? That you’re not the hero, your customer is. They have a challenge, so you are the guide who offers a plan and helps them take action.
This structure, this…perspective can and should be used in all your messaging. Your website, your sales scripts, your campaigns, all of it. We’ve built dozens of StoryBranded websites that shift businesses from a vendor to a trusted advisor. So I know what I’m talking about.
4. Teach What You Know
You know which companies are winning right now? The ones teaching.
The internet, specifically Google, changed everything when information was made easily accessible. Knowledge used to be something you kept close. Now, you want to sprinkle it like parmesan cheese because it’s the best way to earn trust.
If this hits home with you, take a deeper dive in our blog post on becoming a trusted advisor.
5. Keep showing up, but don’t be annoying.
It’s human nature that if you only hear from someone when they want something, you’ll stop listening. It makes sense, right? -It does.
Enter, the Goalpost Engagement Cycle. Take a break from constantly pitching, and stay relevant and useful. How? Build trust through emails, short videos, and simple guides so when they’re ready to buy, they’ll already know who to call.
6. Share Your Expertise
Let your awesome-flag fly. Every business has a strength (e.g., an insight, a method, a process) that sets it apart. But often it’s considered a trade secret never to be shared. And I’m telling you right now; share it.
“If they can’t experience it, they won’t value it.”
Put your expertise in front of the right people, consistently. Create continuous contact campaigns with automated, value-based messaging.
7. Be Real (Even When Using AI)
AI is changing content production faster than you just read this sentence. But you know what hasn’t changed? Your voice and your values.
We learned to start with subject matter experts. Then we use AI tools to turn that insight into useful content. While keeping your voice and staying competitive – and without sounding like a robot.
8. Marketing Is More Than Just Sales
Yes, marketing helps close deals—but it’s more than that. It also:
- Builds brand credibility
- Helps recruit and retain talent
- Strengthens culture
- Equips your sales team
Watch this video where we’ll explain how combining storytelling with strategy can align your whole business.
9. Hire and Build Around a 3C Culture
At Goalpost, we’re picky about who we hire. We’re not sorry about it, and you won’t be either. We look for and coach three things:
- Confidence in the vision
- Competence in the execution
- Contributing consistently
When you believe in the message, know what you’re doing, and show up consistently, everything naturally runs faster and hits harder. If you’ve ever been to one of our brand strategy workshops, you already know we embed these qualities into your team as well.
10. It’s Not Over ‘Til It’s Over
Follow up, Follow up, Follow up.
Campaigns don’t fall apart because of bad ideas. They fall apart because of loose ends.
Loose ends caused by infamous momentum-killers like; waiting on copy, getting stuck in approvals, missing deadlines, or vague calls to action.
Frustrating right? We’ve all been there.
Some people learn the hard way that great marketing ticks every box and closes every loop. You don’t have to be that person; our project management system is built to make sure it happens with clear workflows, built-in checkpoints, and regular reviews.
These Lessons Are Yours Now
These insights came from real work with real clients. You don’t need to implement everything today. Just pick one.
Ask yourself: Are we telling the right story?
If the answer is “…maybe?” -you’re not in this alone.
Book a discovery call with Goalpost Group
We’ll help fix what’s not working and get your marketing moving in the right direction.
