Imagine walking up to someone you've never met and immediately asking them for money.

That's how a lot of marketing works today.

In this episode of A Mind for Marketing, Christina Moore speaks with strategist Dot Oyebolu about why modern marketing needs to behave more like a relationship. Instead of competing for the small percentage of buyers already in the market, Dot argues that the real opportunity lies in engaging the much larger group of people who know they have a problem but haven't started searching for solutions yet.

Dot explains why the shift from brand marketing to performance marketing has made many campaigns feel increasingly difficult to scale, and why successful marketing now requires a balance between awareness, consideration, and conversion.

The conversation also explores Dot's Strategy Maker Engine, a structured approach to go-to-market planning that helps companies move from insight to execution. The framework shows how strategy should guide marketing decisions before campaigns even begin.