If you love movies and Al Pacino like I do, The Godfather has likely been on your shelf as a DVD or VHS tape (remember those?) for a while. For new cinephiles, you may have recently streamed it on any of the myriad platforms available. But any way you’ve consumed it, the nearly three-hour film is no easy commitment.
Neither is marketing, for that matter.
While the movie won’t provide a quick runtime, it will give you some pointers on marketing. You can become a don of B2B marketing. Doesn’t have much of a ring to it, but it hits the point — and the motif. Despite the illegal activities, you can reference The Godfather to analyze your audience and other businesses in your space. It only needs a little translation — un po' di traduzione, if you will.
Olive oil aside, B2B products call for a layered approach to marketing due to their complexity. With many different considerations (buying cycles, changes in the industry, emerging customers, etc.) coming into play, it requires patience and grit. Like the family. Not as intense (or deadly), but just as complex.
Here are five examples, from the Don and his associates themselves, to add flavor to your marketing.
Caution: spoiler alerts ahead
(go watch the movie, or read the book)