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Big brands are never short of a marketing lesson. Sometimes however it’s not so much of what they do but what they shouldn’t have.
No really, there are some things that shouldn’t be done, even in the name of marketing (heck, especially marketing). There are plenty of things that B2B marketers can still learn from themselves instead.
When it comes to marketing and consumer privacy, the brouhaha never ends. Then again, it’s not too surprising as newer technologies continue to create controversies as much as they create convenience.
For B2B appointment setters, this is a reality they’ve long grown accustomed to. Elusive decision makers and uncompromising gatekeepers constantly demonstrate the human desire for privacy. But you know, the one thing that ultimately brings down the walls and gets the conversation going is the value you present.
So no matter how controversial your marketing methods and tools can get, the best way to navigate it all is by consistently delivering value.
It’s commonly presumed that the reason people just scoff at commercials and hardly believe a thing on what products claim is the idea that marketers paint a rose-tinted image of what they’re selling.
And in a way, this presumption is true because how else can marketers get your potential clients interested enough to consider a sale? There’s nothing wrong with telling the truth but there’s nothing wrong with a little hyperbole just to catch attention either. Even B2B marketers have to embellish just a little in order to prompt those little subconscious signals in a decision maker’s brain.
But you know, maybe it’s better to not so much show what the product is really like but show how life is really like for the marketers themselves.
For most people, the Golden Globes are seen as both a fancy awards night as well as another standard for measuring what comes out of Hollwood. What most people miss however is that it’s also an event that rewards great storytelling.
And in B2B marketing, storytelling has become the new Golden Globe standard for creating content. A particularly unique challenge however is that storytelling has tendencies to blur fiction and fact.
For most people, the Golden Globes are seen as both a fancy awards night as well as another standard for measuring what comes out of Hollwood. What most people miss however is that it’s also an event that rewards great storytelling.
And in B2B marketing, storytelling has become the new Golden Globe standard for creating content. A particularly unique challenge however is that storytelling has tendencies to blur fiction and fact.
According to a lot of holiday movies, Christmas is all about the acts of giving, sharing, and anything else that’s actually not wrapped in a box. Families come together and hearts get all fuzzy. Meanwhile the guy selling the toys and the retailers housing him are scorned frivolous distractions.
What about the other side of the coin though? Who’s giving to that poor guy who’s got to deal with fussy, bargain hunting mommies and daddies? Perhaps your sales leads are the only chance they get at telling their side of the story.
Ever heard this before? “Everything you knew about marketing is wrong.” Now for some of you, this is starting to come off as typical. Yes, you are aware that social media (in spite of just being roughly half a decade years old). Yes, you know that everything the 90s taught you about telemarketing and advertising no longer applies. You know this and like to know the real secret to marketing success (assuming you’ve never even heard that before).
So here’s perhaps here’s something you may not have heard as often: There’s no one path to nirvana in B2B lead generation.
Weeks after the Fappening has once again brought about a revived interest in protecting privacy. But when you protect privacy, critics of this advocacy are inextricably linked to the same people who demand more transparency from companies (and their marketers). In other words, no more secrets. You have nothing to fear if you have nothing to hide.
What does this leave B2B marketers In the B2B industry, this often leads to at least one implication that is often ignored by others: the loss of trade secrets.
If you’ve dealt with any sort of salesperson, you’ll find that there’s a very subtle difference between making a good explanation and finding the right time for it. However, where can B2B marketers chip in so that job doesn’t get too difficult?
The month of March has been buzzing with a lot of things. You got NCAA March Madness. There was also the Oscars earlier this week. And of course, you can’t forget spring break!
Sadly B2B marketers remain stuck out of this mainstream which can be problematic when constantly trying to target active markets. There are perhaps a select few B2B markets that are prepped for your lead generation campaign but are they enough?
