There’s an important question that rarely gets asked in the marketing world.
That question is: how much marketing do you really need?
Marketing people will always sell you more marketing, because they have a vested interest in doing so. The message that you need to be doing about a dozen different marketing activities mostly serves the people providing marketing services.
When you strip away the technical babble, marketing is just a form of communication. The volume and type of communication you need to close a sale is something only you can determine.
If the product you sell is excellent and people are already familiar with it, you probably don’t need very much marketing. You don’t need to be emailing every day, or posting on Facebook five times a week. What you probably need is a system to facilitate communication between customers. Services like Uber do little to no marketing, because their customers do their marketing for them.
As a starting point, have a think about the message you’re trying to tell in your marketing. Are people already familiar with that message? Or does it need a lot of… explaining?
Does it take time for people to see your perspective?
Do people have to come round to your way of thinking?
Could you communicate your message more succinctly, in less time, with better analogies and stories?
These are the things that determine how much marketing you need.