It makes sense that vendors would want to hire sales and product staff from within the indus- try, but I’m a firm believer that when it comes
to marketing positions, vendors need to start
hiring from outside our industry—immediately.
Marketing is a specialized skill set. Either
you understand how to market a product or
you don’t. Understanding the technology helps
to a degree, but companies aren’t selling technology, they are selling services. No offense to
the marketers in our industry, but we need some
fresh blood, people who know how to market
a service or product and bring a different perspective to the industry. Even I recently hired
a marketing specialist to help me rethink and
reimagine my brand. A good marketing person
knows how to tell a story and transform a product or service into something compelling, even if
they don’t know how to encode a piece of video.
As an industry, we are all using far too many
high-level and generic words like “speed,”
“quality,” “performance,” “scale,” etc., with no
real meaning behind them. Good marketing
involves knowing how to price, package, and
promote a product or service and do it in a
way that resonates with the customer. Those
with good marketing skills know how to transcend verticals and markets while delivering
a clear message. And the really good marketers can make companies and brands more
valuable and relevant.
As I have seen firsthand from the marketing person I am working with, great marketers are remarkable observers. They love to
watch people’s behaviors and can quickly tell
what people like, what resonates with them,
and what creates the experience the client is
looking for. A good marketing person is also
extremely curious. Skillful marketers always
have more questions to ask and never run out
of ways to think about how a person or business
might react to a name, a brand, a service, or a
feeling. In short, really good marketing folks are
geniuses because they aren’t afraid to try something new, to disrupt the market, to change how
A good marketing person doesn’t work 9 to
5. They spend a lot of personal hours watch-
ing people, questioning the norm, researching,
looking at data, and advancing their skills. They
tend to read everything they can and absorb
information like sponges, retaining it for later.
They are great planners, but even better doers.
Marketing professionals live in the trenches,
because it’s where they get their energy from,
and they don’t use buzzwords or quotes from
books. They have the hands-on experience, and
are always thinking, coming up with new ideas,
and trying something new. They also love their
communities, are aware of their surroundings,
and love challenges. What’s more, I’ve found,
they never start a conversation with a list of
their achievements. They are most interested
in their clients’ challenges and how they can
I also have found that really good marketers
are quite humble, don’t come with egos, and
are not seeking glory. They take great pride in
their work, and they love to see a campaign or
branding exercise be successful. Great mar-
keters believe in accountability, are not afraid
of data and reporting, and have tangible meth-
odologies to determine their clients’ ROI.
When it comes to marketing products and
services in the online video industry, it’s time
for our field to be disrupted. We need change.
We need to evolve. We all need a fresh perspec-
tive—even me. It does not matter how long you
have been in the space; in fact, I think the lon-
ger you have been in the industry, the more you
need a fresh marketing approach. Right now I
am having someone look at what I do, critique
it, change it, and find ways to make it even more
relevant and make it transcend verticals—
which is the only way for any business or brand
to grow. And that is the true value of a market-
ing genius—growing a company. If you are in-
terested in branding, marketing, and packaging
help, feel free to reach out to me and I’ll put you
in contact with the marketing genius I am using.
Look Outside for
Dan Rayburn ( email@example.com) is executive vice president
of Streaming Media. He blogs at blog.streamingmedia.com.
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