Marketing Is Dead. Here's How to Win Like a Pro-Cyclist. Long Live Marketing.

Let’s face it: marketing today feels broken. Social media is a swamp of mediocre content, AI-generated spam clogs our inboxes, and ad campaigns seem to burn money faster than they generate results. I hear it all the time: “LinkedIn doesn’t work,” “Email is dead,” “Google and Meta ads are just a money pit.”

But is marketing really dead? Or are we just doing it wrong?

When I look closer, the problem isn’t the tools—it’s the approach. Sporadic, inconsistent tactics, campaigns with no clear target, and content so superficial it tries to appeal to everyone while resonating with no one. It reminds me of those riders at endurance cycling events who think they can wing it: they’ve got the wrong bike, the wrong kit, and no plan. They’re the ones walking up the first climb while others push steadily toward the summit.

Marketing isn’t dead—it’s just misunderstood. And as an endurance cyclist who’s tackled iconic events like Paris-Roubaix, the Gran Fondo Mont Ventoux, and now training for the Maratona dles Dolomites, I’ve realised something: marketing, when done right, is a lot like ultra-endurance cycling. It’s about discipline, structure, and respect for the process.

Start with Your North Star: Define Your Why, What, and How

Every endurance ride starts with a North Star—a goal so compelling it pulls you through every gruelling kilometre. For me, at the Gran Fondo Mont Ventoux, it was the moment I crossed the finish line at the radio tower, with the mountain and my effort behind me. That vision fuelled months of training, early mornings, and relentless focus.

In marketing, your North Star is your what, why, and how. What is your vision? Why does your business exist? How do you uniquely deliver value to your customers? Without it, marketing becomes aimless. It’s like setting out on a 140km ride with no map, no destination, and no idea how to pace yourself.

Build Your Base: Target Segments and Value Proposition

Before you even think about climbing Mont Ventoux, you need to build your base. Long, steady rides develop your endurance. Short, sharp intervals build strength. And choosing the right bike, gear, and nutrition sets the foundation for success.

In marketing, building your base means narrowing your focus to target segments you can own. Too many businesses try to appeal to everyone, creating generic content that resonates with no one. Instead, identify the niche markets where you can compete and win. Then craft a Customer Value Proposition (CVP) that speaks directly to their needs, frustrations, and aspirations. Your CVP is the bike that fits you perfectly—it’s what makes the journey possible.

The Training Plan: Strategic Execution and Consistency

When I trained for the Gran Fondo Mont Ventoux, I followed a disciplined plan. The goal wasn’t just to complete the ride but to arrive at the foot of the climb with enough energy to conquer the summit. Long base rides, hill intervals, and recovery weeks weren’t glamorous, but they were critical.

Marketing needs the same disciplined approach. This is where your Strategic Demand Generation Framework comes into play:

1. Market and Competitor Analysis: Understand your terrain. Who are your competitors? Where are the opportunities? Just as you wouldn’t tackle Ventoux without studying the climbs, don’t enter a market without knowing the landscape.

2. North Star and ICPs: Align your goals with clearly defined Ideal Customer Profiles (ICPs). Who are you marketing to, and what do they care about most?

3. Customer Value Proposition: Develop messaging that highlights how you solve your customers' pain points better than anyone else.

4. Content Matrix: Map out content for every stage of the buyer’s journey—awareness, consideration, decision. This is your training plan, ensuring you’re always delivering value.

5. Execution Across Channels: Like interval sessions build strength, Google Ads, LinkedIn campaigns, and email marketing reinforce each other when executed in harmony. The key is optimisation, not autopilot—review the data, tweak your approach, and stay in control.

Respect the Process: Mindset Matters

On Ventoux, the toughest climb isn’t physical—it’s mental. I saw people stopping in the forest, heads down, legs giving out not from fatigue but from a lack of belief. They didn’t respect the mountain, and their mindset failed them before their bodies did.

In marketing, mindset is everything. Too many people quit after a few LinkedIn posts that don’t go viral or a campaign that doesn’t generate instant leads. But marketing, like endurance cycling, is about the long game. Trust the process. Stay consistent. Remember that success is cumulative, not immediate.

The Chalet Reynard of Marketing: Measuring Progress

At Ventoux, Chalet Reynard is a lifeline. It’s a feed station six kilometres from the summit where you pause, refuel, and recalibrate. It’s not the finish line, but it’s critical for completing the hardest part of the climb.

In marketing, you need similar checkpoints—regular moments to evaluate your progress. Are your campaigns generating MQLs? Is your content engaging your ICPs? Are you converting leads into revenue? Use these moments to adjust your strategy, stretch out your resources, and refocus for the next leg of the journey.

The Summit: Delivering Real Business Growth

The summit of Ventoux isn’t just a physical destination—it’s the culmination of every pedal stroke, every disciplined decision, and every bit of grit along the way. It’s the reward for respecting the process and trusting the plan.

In marketing, the summit is real business growth. It’s not just generating clicks or impressions—it’s building a pipeline of loyal customers who value your product or service. It’s creating a brand that stands out in a sea of noise. And most importantly, it’s achieving the goals you set when you defined your North Star.

Conclusion: Long Live Marketing

Marketing isn’t dead—it’s evolving. In a world drowning in noise, the winners will be those who approach it like a pro-cyclist: with focus, strategy, and relentless discipline. It’s not about quick fixes or shortcuts; it’s about building the base, respecting the climb, and trusting the process.

The summit is within reach. All you need is a clear North Star, a solid plan, and the mindset to keep pedalling when the going gets tough. Marketing, like endurance cycling, isn’t easy—but the rewards are worth it.

So, long live marketing. The ride starts now—are you ready to ride?

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