Don’t get caught up in your marketing process checklist. Prioritize thinking about your marketing outcomes.

Most marketing plans focus on doing more — more posts, more emails, more ads — but activity alone doesn’t drive business growth. At JBR Marketing, we help small businesses shift from process-based thinking to outcome-based strategies that deliver real, measurable results.

In other words, we want to stay focused on outcomes, not activity. 

In the world of small and medium-sized business marketing, it’s easy to get caught up in the checklist: “We posted on social media.” “We launched a Google Ads campaign.” “We updated the website.” These are all examples of Process-Based Thinking (PBT) — where the focus is on completing tasks, regardless of whether those tasks are actually moving the needle.

At JBR Marketing, we believe that real growth happens when you flip the script — and start with Outcome-Based Thinking (OBT).

What’s the Difference Between PBT and OBT?

Process-Based Thinking is task-oriented. It’s about checking boxes:

• Write a blog post
• Send an email blast
• Post on Facebook three times per week

These things might be important — but without clear outcomes, they often become busywork.

Outcome-Based Thinking starts with the result you want. It asks:

• How many leads do we want to generate from this campaign?
• What is the cost-per-acquisition we can sustain?
• How can we increase call volume for our HVAC division in June?

Once you define the desired outcome, you work backward to identify which activities will actually get you there. That’s where the power lies.

Why PBT Fails Small Businesses

Small and mid-sized businesses can’t afford to waste time or budget on tactics that don’t produce results. Yet many marketers still operate with a “more is more” mindset — more posts, more emails, more ad impressions.

The problem is, no one gets paid in impressions. Leads, booked jobs, revenue — that’s what matters. And that’s exactly what gets lost in process-driven marketing plans.

OBT in Action: How we do It Differently

At JBR Marketing, we don’t pitch “packages” that promise a set number of blog posts or social graphics per month. We start with your business goals, then design a strategy that gets you there — even if it means fewer deliverables and smarter targeting.

• Need to drive more inbound calls? We optimize landing pages, implement call tracking, and launch highly targeted local campaigns that prioritize conversion — not just clicks.
• Want more qualified leads from your website? We focus on form strategy, automated follow-ups, and ad copy that speaks directly to your ideal customer.
• Want to grow a specific service line? We align messaging, paid media, and tracking around that service — and measure what matters.

We bring Fractional Marketing Director thinking to every engagement, helping business owners stay focused on outcomes, not activity. And because we’re platform-agnostic, we only recommend what works — not what’s trendy or convenient.

Outcome Thinking Builds Momentum

When you think in outcomes, marketing stops feeling like a cost center and starts looking like what it really is — your growth engine. Your team knows what success looks like. Your budget goes further. Your metrics start telling a real story.

And best of all, your customers get a better experience — because you’re no longer marketing for marketing’s sake. You’re solving real problems, for real people, with real intent.

Let’s Align Your Marketing to Business Outcomes

If you’re tired of random acts of marketing and want a team that’s obsessed with results — not just activity — JBR Marketing is your partner.