Archive for the ‘Archive 2011’ category

Open Letter to Buyer-Enabled Organizations

December 20th, 2011

The last two posts, an “Open Letter to CMOs” and an “Open Letter to Buyers” have triggered a large number of pretty intense conversations about the frustrations that you’re feeling today around the disruptive impact social media is having on your markets.  It’s disruptive, not because of the technology, but because of the impact it’s having on your relationships with your buyers, their perceptions of your organization and their desire to want to begin or continue to do business with you.  The fear and the uncertainty that you’ve shared with me is not knowing what impact this disruption will ultimately have on your company’s reputation, revenue, market share, the quantity and quality of the relationships with your buyers, if you were to just continue down the same path you’re on today.

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Recent Social Executive Council Post: Open Letter to Buyers

November 7th, 2011

Recent Social Executive Council Post: Open Letter to BuyersWe owe you a mea culpa…. We’ve been seller driven, not buyer driven. We’ve focused on selling you what we think you need (what we sell) versus helping you make better decisions.  We haven’t helped you make the business case for why this is a significant problem.  We’ve automated our marketing systems to better reach you, but never asked if or what you’re interested in.  We’ve treated you as a company, not as a group of individuals with different needs, perspectives, and roles.  We don’t know what a “day in your life” looks like to give us context as to why you don’t have the time to sit through our “canned” presentation, educate us on your business, and sift through all of our market claims.

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Anti-Marketing is the Anti-Matter Equivelant for Marketing and is Now Back in Vogue

October 13th, 2011

Anti-marketing is coming back into vogue. Anti-marketing is the anti-thesis of the flashy, emotional appeal. It is the lengthy, detailed, fact laden, and intellectual outline of the context of the problem, value proposition, feature and functionality comparison. In short, it isn’t short, but substantive. Not “anti” marketing where marketing is evil, but more like Anti-matter and matter. Marketing and anti-marketing cannot exist in the same space, but one cannot exist without the other. Anti-marketing is the long form of campaign marketing; not a “quick read”, but it is designed for those who want a more qualitative understanding of a solution to make an educated decision.

Look at ads pre-Madmen 1960’s where text was a large portion of an ad, but Madison Avenue changed and started to focus on eye candy to appeal to your emotions. Now, appeal to impuse purchase outweighs the educated, thoughtful, and careful deliberation.

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Social Target Marketing for Complex Sales – Evangelism, Advocacy, Justification

September 26th, 2011

As part of our process, we have built a three-part conceptual framework for social target marketing and the business impact that we believe is critical for managing the complexity of the buying process in today’s market.  The first, “Open Letter to CMO’s” focuses on the impact that social is already having on the purchase behaviors in your industry and established the foundation for the criticality of the business case. The second, “Social Target Marketing for Complex Sales” focuses on the right approach for your organization to take and that the timing is more critical than ever.

The third is understanding how to apply that process to internally developing the consensus around the business case for social target marketing.  Our recommended approach is to focus on building the business case as part of the evangelism and then allow the internal team to build the business justification based upon the available resources, budgets, market priorities, and timing factors. We schedule one-on-one meetings with each of the critical stakeholders to build consensus prior to a formal meeting. At the meeting, we then provide external social market research as validation and a checkpoint for the internal team to evaluate your organization’s readiness.  Our commitment is to manage the business case and evangelism processes, but transition the actual decision making process to the internal sponsor.

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Open Letter to CMO’s – Social Target Marketing for Complex Sales

September 26th, 2011

I’m not sure if you saw the “Open Letter to CMO’s” in the Social Executive Council.  The feedback we’ve received is that the post is helping to build your own business case to address the impact that social is having on the purchase behaviors in your industry, in particular those with a very complex buying/selling process.

With that in hand, many of you have now asked me to share our approach, to arm you, as the internal advocate, for the conversations you need to have within your organizations as to why social target marketing is more critical than ever.

At a high level, social target marketing is about how we can build better relationships with likely buyers to create new opportunities for our business that we’re missing out on today.

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