“The difficult we do immediately. The impossible takes a little longer.” That quote is from David Ben-Gurion.
And it reminds me of marketing. We’re in the digital age, or maybe we’ve crossed over into the AI age. Either way, we don’t have the long deadlines we had when I started my career writing print ads.
And that’s just the difficult. What about the impossible? Well, that is part of our stock and trade as marketers, right? We push, try new things, experiment, innovate – that which was impossible yesterday is our new campaign or new tool we built for the customer.
So let me drop another quote in here, this one from my next guest – “Embrace ‘riding the worm.’” That’s her way of saying, don’t be afraid to try something that seems virtually impossible. It takes resourcefulness and the ability to tame something seemingly uncontrollable.
To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Erika White, Vice President of Marketing & Communications, Affirm (https://www.affirm.com/).
Affirm is a public company that trades on NASDAQ. It reported $1.588 billion in revenue in 2023. White oversees a team of 35 professionals driving all aspects of marketing and communications for the company including growth marketing, martech/ops, partner marketing, brand marketing, research, and public relations. She was a core member of the team leading the $12 billion IPO in early 2021.
Stories (with lessons) about what she made in marketing
Here are some lessons from White that emerged in our discussion:
Discussed in this episode
Customer-First Marketing Guide: 4 steps (with case studies) to build a customer-first marketing strategy (https://www.marketingsherpa.com/article/case-study/customer-first-marketing)
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This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.
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