The Fundamentals of Marketing Learning Before Launching with Ernie Martin
Episode Summary –
In this episode of Expert In You Podcast, host Ann Carden interviews entrepreneur and author Ernie Martin. Martin is the founder and CEO of Receivable Savvy, a company that specializes in researching and developing content around order-to-cash. The discussion centers on the importance of marketing for entrepreneurs and small business owners who may not have the experience to do marketing or understand what marketing is. Martin shares the key takeaways from his book, Nobody Cares About Your Business, which focuses on the eight universal marketing principles that every entrepreneur must know to make customers love their business.
The episode highlights the misconceptions about branding versus marketing and how small business owners can learn the fundamentals of marketing before hiring a consultant. The guest encourages entrepreneurs to identify their ideal customer persona and map out who their ideal customer is to help inform everything else after that. The episode sheds light on why accounts receivable is often overlooked in favor of accounts payable and how crucial it is for small businesses to understand the end-to-end process called order-to-cash. Tune in to Expert In You Podcast to learn how small businesses can stay in business and bring success in today’s world of information overload.
[00:05:02] “Order to cash”: The selling process summarized.
[00:09:37] Carve space in the customer’s mind.
[00:15:13] Entrepreneurs struggle with marketing; book helps.
[00:18:54] Marketing fundamentals necessary before hiring experts.
[00:24:38] Find the ideal customer by investigating personas.
[00:28:13] Marketing takes time, patience, and investment.
[00:31:44] Passion and preparation are key for entrepreneurs.
About the Ernie Martin:
Ernie Martin has over 30 years of experience in marketing communications, working with well-known companies including Delta Airlines and Georgia Pacific. He also ran a successful marketing consulting company in the early 2000s. In his career, Ernie has had the opportunity to work with the CDC, Kimberly Clark, startups, and entrepreneurs. While primarily focused on marketing and communications, Ernie stumbled into a niche area of finance called order to cash, specifically on the accounts receivable side. He founded Receivable Savvy to provide research, content development, and consulting services for this often overlooked area of finance. Ernie recognized the lack of focus on accounts receivable, despite its importance in the overall financial equation. As a result, he seized the opportunity to start his own company, addressing this gap in the market.
How to Connect Ernie Martin:
Website : https://receivablesavvy.com/
Link to the book – https://www.amazon.com/Nobody-Cares-About-Your-Business/dp/B0C1HZYB71