In the fast-paced world of business, longevity is often revered as a mark of success. As companies age and navigate through the dynamic marketplace, they accumulate a wealth of experience, knowledge, and customer trust. This accumulated wisdom can be harnessed to create a distinct advantage in the realm of marketing. 


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One of the key benefits of an older company is the establishment of a strong brand reputation. Over the years, companies build credibility, trust, and recognition within their industry and among their target audience. This reputation provides a solid foundation for effective marketing campaigns. Customers are more likely to engage with a well-known, reputable brand, which significantly enhances marketing efforts. Established companies can leverage their reputation to attract new customers, build brand loyalty, and differentiate themselves from newer competitors.

The longer a company operates within a specific industry, the deeper its understanding of that industry becomes. An older company has likely weathered various market fluctuations, industry trends, and customer preferences. This accumulated expertise positions the company as an authority and thought leader in its field. Through insightful content marketing, thought-provoking industry reports, and educational resources, the company can establish itself as a go-to resource for industry-related information. This expertise not only enhances the company's credibility but also attracts potential customers who seek guidance and value-added knowledge.

With time, an older company has had the opportunity to build a loyal and extensive customer base. These long-term customers not only provide a stable revenue stream but also serve as powerful brand advocates. Leveraging this customer base through testimonials, case studies, and referral programs can significantly enhance marketing efforts. Positive word-of-mouth recommendations from satisfied customers can have a substantial impact on attracting new customers. Additionally, the valuable insights gained from a long-standing customer base can be used to refine marketing strategies and better target specific audience segments.

An older company has the advantage of historical data and market insights that have been collected and analyzed over time. This treasure trove of information can provide valuable insights into consumer behavior, market trends, and competitive intelligence. Armed with this knowledge, marketing teams can make data-driven decisions, develop targeted campaigns, and effectively allocate resources. Historical data also enables companies to identify patterns, adapt to changing market dynamics, and make informed predictions about future trends.

The legacy and heritage of an older company can be a powerful marketing asset. Consumers often value and connect with brands that have stood the test of time. Highlighting the company's history, milestones, and stories can evoke nostalgia, trust, and emotional connections among both existing and potential customers. Older companies can leverage their heritage through storytelling, emphasizing the longevity of their commitment to quality, and showcasing their evolution over the years. Such narratives create a unique selling proposition and differentiate the company from newer, less-established competitors.

While the business landscape is ever-evolving, the older your company becomes, the better your marketing potential can grow. Established brand reputation, deep industry expertise, extensive customer bases, historical data, and the leverage of legacy and heritage are just a few of the reasons why older companies have an edge in marketing. By capitalizing on these advantages, companies can cultivate customer trust, foster brand loyalty, and drive sustainable growth.


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That typically is their best form of marketing.

The longer you're in business, the better off your marketing is going

to do just because more people are going to get to know your brand.

to talk about how if your company's older, the better your marketing is.

So Most people believe the way you grow a business through marketing is you do SEO, you do social media, you end up doing a lot of branded campaigns, and just over time through paid advertising and all these channels combined, you end up creating a big business.

We work with a lot of enterprise businesses, Eric, and a lot of Fortune 1000 companies.

Do you know where they get majority of their business from, Eric?

Edwin Morris B2B, B2C, just Fortune 1000 companies.

Edwin Morris Okay, outside of sales, but what marketing channel specifically is helping them generate their most revenue?

And they got the brand from just being in business for a very long time.

Their best marketing tends to be a combination of word of mouth, referrals, or people just knowing their brand.

And that just happens by being in business for a very, very long time.

Everyone believes that your marketing needs to be so perfect and amazing if you're trying to generate the most sales.

You need a great product, you need a great service, and the longer you're in business, the better off your marketing is going to do just because more people are going to get to know your brand.

Now, don't get me wrong, SEO, paid advertising, email marketing, text message marketing, like all the channels out there, they can help.

But what really helps businesses grow, like when we look at a lot of the fortune 1000 companies we work for, word of mouth marketing, people knowing their brand and referrals is by far literally the number 1 way most of them generate their revenue.

And it's consistent, good economy, bad economy, B to B, B to C, doesn't matter, that typically is their best form of marketing.

And that happens by just being in business for not 5 years, not 10 years, you're talking about 20 plus years.

It takes, the key thing is not even just with marketing, but with business, the longer you stay in business, the more you learn, the more you stay focused, the more you lock in, and the more you build something that has higher enterprise value.

you know, it's, you just gotta stick it out for more than 10 years.

I've really found that, you know, at the 5 year mark, things really do change, but the 10 plus year mark is when things really get better and that branding just kicks in and word of mouth and referrals.

That's assuming you have a good product or service.

If your product or service sucks, it doesn't matter

if you're in business for 30 years, it's not going to do that well.

Key thing here is when we talk about the concept of thinking in decades, it very much applies here, not even just for business, but for marketing.

The longer your business can stay in business and do a good job for your customers, the easier your marketing is going to be.

years and years ago when I was running Kissmetrics, we raised money for that startup.

The startup ended up failing a while ago.

And I don't know how old that startup is now, in theory, if you had it when we started it.

But let's say, call it 10 plus years ago.

But, and I don't know if they ended up buying it out.

I remember back then, we were trying to generate revenue through any means necessary so my founder and I wouldn't have to keep getting diluted.

So I had people like the Airbnb founder be like, hey, I can help you with SEO.

I believe the contract was for $240, 000 for the first year.

Do you know how they're generating most their revenue even at that time, a few years into the business?

Most of their SEO traffic came from the term Airbnb.

Most of their, they were doing paid advertising.

Paid advertising wasn't responsible for majority of the revenue.

It was a good product and their brand just kept getting bigger and bigger.

And most of the enterprise companies we look at, yes, marketing, advertising, it all helps them grow.

But what really helps these companies grow, which sounds counterintuitive because Eric and I own advertising agencies, is just a creating a great product or great service, which ideally disrupts the market, and B, being in business for a long time.

I remember I've tried to do courses in the past where the gist of the course was, it's going to take time, and that never does well.

If you tell anyone it's going to take time, they hate it.

But it's the truth and at least that's what I like preaching and that's what you like preaching.

We really appreciate you guys listening and tune in next time for marketing school.

Now, if you have any questions, leave a comment below.

I'm here to answer them and help you out.

If you enjoyed the video, like it, share it, tell people about it.


Speaker 0: That typically is their best form of marketing. You need a great product. You need a great service. The longer you're in business, the better off your marketing is going

Speaker 1: to do just because more people are going to get to know your brand.

Speaker 2: All right. So we're going

Speaker 1: to talk about how if your company's older, the better your marketing is. So Most people believe the way you grow a business through marketing is you do SEO, you do social media, you end up doing a lot of branded campaigns, and just over time through paid advertising and all these channels combined, you end up creating a big business. We work with a lot of enterprise businesses, Eric, and a lot of Fortune 1000 companies. Do you know where they get majority of their business from, Eric? Eric Kuzuian Enterprise companies?

Edwin Morris B2B, B2C, just Fortune 1000 companies. Eric Kuzuian Sales. Edwin Morris Okay, outside of sales, but what marketing channel specifically is helping them generate their most revenue?

Speaker 2: Brandon Zemper, The Real Deal. Brand.

Speaker 1: Yes. And they got the brand from just being in business for a very long time. Their best marketing tends to be a combination of word of mouth, referrals, or people just knowing their brand. And that just happens by being in business for a very, very long time. Everyone believes that your marketing needs to be so perfect and amazing if you're trying to generate the most sales.

That's not true. You need a great product, you need a great service, and the longer you're in business, the better off your marketing is going to do just because more people are going to get to know your brand. Now, don't get me wrong, SEO, paid advertising, email marketing, text message marketing, like all the channels out there, they can help. It's not like they're going to hurt. But what really helps businesses grow, like when we look at a lot of the fortune 1000 companies we work for, word of mouth marketing, people knowing their brand and referrals is by far literally the number 1 way most of them generate their revenue.

And it's consistent, good economy, bad economy, B to B, B to C, doesn't matter, that typically is their best form of marketing. And that happens by just being in business for not 5 years, not 10 years, you're talking about 20 plus years.

Speaker 2: It takes, the key thing is not even just with marketing, but with business, the longer you stay in business, the more you learn, the more you stay focused, the more you lock in, and the more you build something that has higher enterprise value. That's right, and

Speaker 1: you know, it's, you just gotta stick it out for more than 10 years. I've really found that, you know, at the 5 year mark, things really do change, but the 10 plus year mark is when things really get better and that branding just kicks in and word of mouth and referrals. That's assuming you have a good product or service. If your product or service sucks, it doesn't matter

Speaker 2: if you're in business for 30 years, it's not going to do that well. Key thing here is when we talk about the concept of thinking in decades, it very much applies here, not even just for business, but for marketing. The longer your business can stay in business and do a good job for your customers, the easier your marketing is going to be. What's funny is

Speaker 1: years and years ago when I was running Kissmetrics, we raised money for that startup. The startup ended up failing a while ago. And I don't know how old that startup is now, in theory, if you had it when we started it. But let's say, call it 10 plus years ago. Yeah, I'm like, it's pretty much dead.

But, and I don't know if they ended up buying it out. I remember back then, we were trying to generate revenue through any means necessary so my founder and I wouldn't have to keep getting diluted. So I was doing outbound. So I had people like the Airbnb founder be like, hey, I can help you with SEO. Got a meeting, got a contract.

I believe the contract was for $240, 000 for the first year. Somewhere around there. This is a long time ago. Airbnb wasn't publicly traded. They're really tiny.

Do you know how they're generating most their revenue even at that time, a few years into the business? SEO, no? Nope, not SEO. Most of their SEO traffic came from the term Airbnb. Most of their, they were doing paid advertising.

Paid advertising wasn't responsible for majority of the revenue. It was a good product and their brand just kept getting bigger and bigger. And most of the enterprise companies we look at, yes, marketing, advertising, it all helps them grow. But what really helps these companies grow, which sounds counterintuitive because Eric and I own advertising agencies, is just a creating a great product or great service, which ideally disrupts the market, and B, being in business for a long time.

Speaker 2: I remember I've tried to do courses in the past where the gist of the course was, it's going to take time, and that never does well. Like, people want results very quickly.

Speaker 1: They don't want it right now. If you tell anyone it's going to take time, they hate it. But it's the truth and at least that's what I like preaching and that's what you like preaching. Well, cool. That's it for this episode.

Make sure you rate, review us. We really appreciate you guys listening and tune in next time for marketing school. Now, if you have any questions, leave a comment below. I'm here to answer them and help you out. If you enjoyed the video, like it, share it, tell people about it.

Thank you very much.

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The Older Your Company The Better Your Marketing