Archive for the ‘Archive 2012’ category

The Problem We Solve Defines Us

December 6th, 2012

Sometimes, what you sell isn’t what they want or need to buy.

We knew we had an adoption problem over the spring and summer. We were on our 2nd iteration of business model which was about six months old. We were getting good results from the social marketing services, but were as frustrated as some of our customers as to expectations of outcomes. It was just taking too long to get the traction and we had lost some customers to their expectations of immediacy that we weren’t capable of delivering. We were too dependent upon them to “help us help them” to understand the problem they solved for their clients. Never a good business model to be dependent upon clients for their own strategy. Never a good business model to blame the client for the lack of success either.

Continue reading “The Problem We Solve Defines Us” »

Bridging the Gap – Explaining Buyer Marketing

September 6th, 2012

Holy Grail of Marketing – Identify the “qualified” buyers as they enter the market. Welcome to Buyer Marketing….

Think about your own market…

  • Most buyers in the market are not buyers – users, influencers, students, want-a-be’s, job searchers, consultants, vendors, etc.
  • Most buyers are not actually in the market unless they have a need
  • Most buyers are not aware of the market, just their need (symptoms, pain, or problem)
  • So the market is “unqualified”, buyer is “qualified”
  • Buyers are not tolerant any longer of “unqualified” messaging; ie. your market message when they don’t see the need Continue reading “Bridging the Gap – Explaining Buyer Marketing” »

In Buyer Marketing, Context is Everything

September 6th, 2012

Found this great picture that puts what we are doing into focus:

Typical Buyer Marketing CMO Conversation

August 27th, 2012

CMO: … I get that we need to think of the buyer’s perspective when marketing. We have modeled the buyer’s journey today.

Us: Great. Do all the buyers buy the same way? What if we have different buyers with different problems? Do they follow the same path? Have the same understanding? Go to the same places? Is the buyer’s journey to help create a composite view of the buyer’s journey or to assist in understanding their differences? Continue reading “Typical Buyer Marketing CMO Conversation” »

Buyer Marketing Simplicity

August 27th, 2012

 

Marketing should be about answering two simple questions:

  1. What problem do you solve?
  2. For whom?

Ok, so that didn’t really help very much, did it? So let me explain in more depth. As marketing professionals, we have a challenge that we really have two sets of interactions:

  • Awareness
  • Interest

Rarely in traditional marketing channels do these to interactions meet. Awareness marketing has traditionally been about brand  awareness, solution awareness, or about catching their interest around a particular business problem. Interest was sales support and focused on educating them to become more interested, qualifying their interest, or interesting them to buy today. Continue reading “Buyer Marketing Simplicity” »