Our Story – Hoosh Marketing
The struggle to transition from traditional marketing to digital marketing is every modern-day marketer’s story. Hoosh Marketing is no exception. We’ve suffered the very same journey you are now undertaking.
Let our story be your guide in adopting the latest inbound marketing & marketing automation, while avoiding the pitfalls we discovered the hard way.
The death of direct marketing
This story starts with pain; the pain of realizing that our marketing services just didn’t work anymore. The pain of seeing less and less results for our customers. It wasn’t just us; our customers were experiencing similar disruption in their businesses.
This culminated in 2011: the year that our telemarketing agency, Itel Marketing, took a massive dive in revenue. It’s the year we realized that traditional outbound marketing was dead.
10 years of direct marketing over in 1
In reality, we had seen this trend coming for a few years. We just couldn’t transition into the digital space fast enough; we had the wrong skills, processes, people and customers.
So after 10 years, we shut down Itel Marketing. It was traumatic: like losing a family. Our staff dispersed into marketing vendors: Marketo, Exacttarget, Thunderhead, Hubspot and others. In those last dark days, we vowed to come back… someday.
An industry in turmoil
One of our directors, Fab Capodicasa, joined Marketo as the first Australia employee. Marketo is one of the leaders in marketing automation software, and Fab expected customers who were experts in inbound and digital marketing. He was mistaken.
He found that even though marketers were embracing platforms like Hubspot and Marketo, their marketing strategy, methodology and skills were very much rooted in traditional marketing.
Even worse, the Marketo partners who were tasked to help customers were also lagging far behind. Fab slowly realized that he was looking at an industry in turmoil.
Marketing had become IT
For Fab, the pattern was easy to recognize. He’d seen the same in the IT industry as a software developer: the constant and rapid change in skills, technology and methodologies.
He realized that marketing had inherited the same set of technology challenges but without the awareness and the tools that went with it.
What’s a tank got to do with it?
Fab was constantly being pulled into customers to ‘sort them out’. He found that the technology wasn’t the problem, it was the lack of training, marketing strategy and methodology which made the adoption of marketing automation so painful.
The analogy Fab used was:
“You can give a solider a tank but if you don’t train him, he won’t even get IN the tank, let alone get it moving.
Worse; if he DOES gets the tank moving, but he has no strategy, he’ll just end up blowing up his own side”
That tank is marketing automation.
The birth of Hoosh Marketing
After watching customers and partners stumble for more than a year, making the very same mistakes Itel Marketing had made, a frustrated Fab decided it was time to do something about it. The call went out. The Itel team regrouped. They came back, but this time with the latest skills.
Would we call our company Itel Marketing? The consensus was No.
Itel was dead, as dead as traditional marketing. It was time to start something new: an agency to help marketers make the transition from traditional to digital. We called that agency Hoosh Marketing.
Welcome to Hoosh! We hope you will entrust us to guide you. Our wish is for you to embrace the latest technologies but with the right strategy, training and methodology to make you successful.