Latest news with #SmarketingLab
Scoop
23-06-2025
- Business
- Scoop
Stop Waiting For The Upturn
Business leaders must stop expecting the market to rebound and instead focus on adapting to permanent structural shifts. Assia Salikhova, managing director of Wellington-based agency Smarketing Lab, says many businesses are misreading the current climate. 'It's not that marketing doesn't work. It's that the way we're using it needs to evolve,' she says. The belief that things will soon return to normal has left many firms passive and hesitant. But Salikhova argues that the pace of change now requires an entirely new mindset. 'We are no longer in a cycle where patience pays. The environment is changing faster than before and waiting it out is no longer a viable strategy.' This new reality challenges long-standing assumptions. 'What worked five years ago, or even five months ago, is irrelevant if it doesn't work today,' she says. 'Marketing experience doesn't carry the same weight. Unless the campaign you're referencing ran last month, it may not apply.' Tip 1: Reassess how you attract customers Firms relying on past successes or word-of-mouth alone risk being left behind. The question is no longer 'Where have the customers gone?' but rather, 'How do we adapt to how they now choose and buy?' Tip 2: Be ready to pivot faster Salikhova points to how rapidly major political and technological changes occur today. 'We're not talking about decade-long transitions. Entire markets can shift in weeks,' she says. Businesses must test, measure, and decide quickly. If a Google Ads campaign doesn't perform in a fortnight, change it. Make faster decisions based on data, not legacy experience. Tip 3: Update your offer, not just your channel It's not the channel that's broken; it's often the relevance of the offer. 'We hear people say nothing works anymore. But it's not about the Yellow Pages versus Facebook. It's about whether what you're offering still makes sense,' says Salikhova. She gives the example of a petrol station struggling as travel habits change and fuel prices rise. Advertising alone won't drive foot traffic. 'But transforming into a convenience hub—adding a pharmacy, a café, or speciality retail—shifts the value proposition,' she says. Understanding demand is now critical Choice saturation means novelty no longer guarantees success. 'We used to be able to rely on curiosity; new BBQs, spas, restaurants. But now, almost everything is surplus,' Salikhova says. In a surplus market, your offer must meet a real need, not just be new. Empathy is still a competitive edge Salikhova also urges businesses to listen more closely to their customers. 'Understand their changing needs. Walk in their shoes. Build your offers around them, not just around what you want to sell,' she says. Even small steps like adjusting your newsletter strategy can matter if they align with real customer timing and interests. The upturn may never arrive in the form many expect. The more productive approach is to change what you can control: revise your offer, your expectations, and your speed of response. In uncertain markets, relevance (not history) wins. Smarketing Lab is a B2B marketing agency that helps businesses grow their sales and revenue.
Scoop
30-04-2025
- Business
- Scoop
Rushing Sales Cycles Risks Long-Term Business Growth Stability For Kiwi SMEs
Pressure to deliver instant sales is forcing New Zealand SMEs into marketing shortcuts that may be hurting long-term business growth. 'We are seeing more pressure than ever for marketing to deliver leads fast,' says Assia Salikhova, managing director of Wellington-based agency Smarketing Lab. 'But the reality is the sales cycle is getting longer, audiences are more dispersed, and decision-makers change roles more frequently. You can't rush trust.' The growing push to generate direct leads in record time may sound practical in a cash-strapped climate, but it's often counterproductive. With nearly half of B2B decision-makers changing roles annually, and buying groups becoming more democratic, a one-size-fits-all pitch to a single contact no longer works. Instead, Salikhova says businesses must develop leaner, smarter systems to build relationships faster—without abandoning long-term brand growth entirely. She offers three practical strategies for business owners and managers feeling the squeeze: 1. Focus your target, not your spend Many SMEs spread their marketing thinly across broad segments, often wasting budget in the process. 'It's not about reaching everyone, it's about reaching the right ones,' says Salikhova. Rather than advertise to all health professionals, for instance, target dentists or physiotherapists specifically. This kind of tight targeting doesn't require large budgets, but it does demand better research into where your audience is active—and what they actually care about. 'Knowing where your audience is has become harder, but the sharper you are, the shorter your sales cycle will be.' 2. Build systems that support faster decisions Too many businesses still operate on slow, manual sales processes that delay progress. 'If a client asks for a proposal, and it takes two weeks and three follow-ups to get back to them, that's not going to fly,' says Salikhova. 'Installing more robust systems, such as automated proposals or visible pricing menus will speed things up. 'When clients can see pricing upfront, they can give feedback immediately. It reassures them that you're not making it up on the spot.' Simple automation can save weeks and help close deals quicker—without appearing pushy. 3. Offer value, not just features In saturated B2B markets, many offerings are seen as 'extras' rather than essentials. 'People already have tools like CRM software. What you offer has to solve a real problem or offer a clear benefit. Otherwise, it's like trying to sell juice to someone who just needs water,' she says. To stand out, businesses must present outcomes rather than options. Demonstrate value through testimonials, results, or education—especially if the buyer is not yet convinced that they need what you sell. While big corporations might afford to separate long-term brand investment from short-term lead generation, most Kiwi SMEs do not have that luxury. '95% of businesses don't have the funds for parallel strategies,' says Salikhova. That's why a balanced approach—one that focuses on tightening targeting, improving efficiency, and selling value—is not just good marketing, it's survival strategy. ABOUT Smarketing Labis a B2B marketing agency that helps businesses grow their sales and revenue. Established in 2003 in Wellington, New Zealand,Smarketing Laboffers customised solutions combining technology and modern trends with proven sales and marketing strategies. Smarketing Labserves clients across New Zealand, Australia and internationally.
