Marketing shouldn’t feel like a rigged arcade game.
Before we jump in, take a few minutes to listen to Episode 13 of Revenue Rewired on Apple Podcasts, Spotify, YouTube, or Amazon Music. Sarah and I unpack a childhood memory of mine and how it connects directly to one of the biggest mistakes I see businesses make with their marketing spend.
I spent a lot of time in arcades growing up. The flashing lights, the noise, the games — there was something thrilling about it. But one machine always got me: the claw.
You know the one. You drop in a coin, move the claw over a prize, hit the button, and watch it miss or barely grab something useless. I hated that thing. But it taught me more about marketing than any textbook ever did.
“Too many businesses treat marketing like a claw machine. Put money in, hope for a prize.”
That’s not a strategy. It’s a gamble.
When I was a kid, I had a friend who would run straight to the machine, drop in his quarter, and go for whatever caught his eye. He didn’t care if it was a cool prize or some plastic junk. He just wanted something.
I was the opposite. I’d spend twenty minutes watching how the claw moved, which prizes were packed tightly, and whether the machine looked winnable. I wasn’t just playing. I was planning.
That same mindset shows up in how companies approach marketing. Some throw money at ads or campaigns with no real plan. They want quick results, even if the leads aren’t the right fit. Others take the time to understand their audience, refine their messaging, and build a strategy that lasts.
“You can double your budget, but without strategy, you’re just doubling the number of low-quality leads.”
We’ve had clients ask, “If we spent $200,000 last year and got a good number of leads, what happens if we double it this year? Will we double our leads?”
This is the claw machine fallacy. You can’t assume more money leads to more results if you haven’t improved the foundation. Market conditions, timing, competition, and messaging all matter.
“You have to wait a little longer to get better leads, but they’re the ones that last.”
The real question isn’t how much to spend. It’s whether you are spending it the right way.
If you’re leading marketing and want more than just random wins, start here:
“Would your current marketing approach impress you if you experienced it as a buyer?”
If not, it’s time to make a change.
Companies often say they can’t afford to wait. They have a big event coming up. The board wants faster results. Sales numbers are off.
When I ask how long they’ve been dealing with underperformance, the answer is usually a year or more. So why not take one or two months to build something better?
“You wouldn’t pour concrete and frame the house the same day. Good foundations need time to set.”
When companies skip strategy, they waste money. They launch fast, but the results are slow or scattered. In most cases, that could have been avoided.
Not every lead is worth the effort. The value comes from fit, intent, and long-term opportunity.
Sarah made a great point on the episode. What looks like a great lead to one company might not work for another. You need to define what makes a lead valuable for you.
This starts with ideal customer profiles, but it should go deeper. Focus on pain points, motivations, and behaviors — not just titles or demographics.
“Winning the right client matters more than winning quickly.”
When marketing and sales teams share that understanding, the results are stronger. Leads are better informed. Sales conversations are smoother. And clients are more likely to stay.
If your marketing feels like a guessing game, let’s fix that. At StringCan, we help B2B teams build smart strategies that turn budget into real results.
Send us your worst claw machine story — or ask how we’d approach your current challenge — at podcast@stringcaninteractive.com. Connect with us now!