Archive for the ‘Buyer Marketing’ category

Cause and Affect

April 5th, 2013

Wait, I can hear my Chief Grammar Editor screaming “NOOOOOOO” it is supposed to be effect. Stick with me….

You wake up one morning with a sore knee. A shooting painful, throbbing awful kind of ache that flashes mortality across your brain even before you have had your first cup of coffee. A sufficient enough pain that you use your coffee to wash down the multiple Advil. And then you wait, hoping the pain will go away. The ache subsides, but the deep pain does not. Sufficiently painful that next step is to schedule the doctor’s appointment. Given the location of the pain, you go straight to the orthopedist given the proximity of the pain rather than your general doc-in-the-box down the street. Not wasting time messing around with this amount of pain.

After the nurse takes your symptoms, pokes and prods a bit, and then leaves for an hour; in pops the doctor who introduces themselves and then tells you that based upon your symptoms, that he needs to schedule you for an amputation and he can fit you in tomorrow. WHAT!!? “I am the best amputation specialist in the country, don’t worry. You will be fitted with a great prosthetic and you will only occasionally have phantom pain.”

Hmmm. Can we second opinion? What if the second one said that you need the latest drug protocol to rebuild cartilage.  He is the leading expert in the country and is one of the owners of the drug company. Only run you $25,000 per pill for a 3 month treatment course.

And so on and so on…. You probably would pop on to the internet and see what other people had done to fix their knee pain and see if you could diagnose it for yourself.

Or like most people these days, before you scheduled the first appointment, you would have gone online and searched for your symptoms to find out what might be causing your pain. Could it because you were overdoing last night dancing? Tripped and fell down? Could it be the amount of training that you have been doing lately? The good news is that you will find lots of opinions. Bad news is that you will find lots and lots of opinions, misinformation, and noise. Just useless noise.

What is the point of the above story? The doctors did not help you diagnose the underlying problem. They just went from painful symptoms straight to treatment option. The peer information online had too much information that confused the symptoms and the possible underlying problems making it impossible to diagnose which symptoms were really directly caused by which problem.

Welcome to the world of being a buyer in your market. Answer a simple question, what problem do you solve and for whom? Hints: Continue reading “Cause and Affect” »

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.

Continue reading “Open Letter to Buyer-Enabled Organizations” »

Direct Marketing and SPAM: If you are not an approved IP address, you can’t message to this server

June 8th, 2011

Email email email Its amazing how many BtoB marketing communications, direct marketing,and demand generation firms claim that they do social marketing as well as the 50 other things that they drop on their list of “specialities”; “We do SEO, website building, marketing automation, demand generation, telemarketing, lead qualification, marketing analytics, web content development, and SOCIAL MEDIA MARKETING.”

Ok, after reading 50 of these websites, I am not even sure what social media marketing is…. I gather that they think it is Linkedin, Twitter, and throw in Facebook for good measure. Oh, throw in videos, blogging, podcasts, and webinars to be safe… Oh, also throw in our standard suite of services and something about ROI. Then let’s connect to everyone like crazy on twitter and make sure that we blog on a regular basis, show up to a bunch of marketing events, and put out a couple of press releases.

In truth, most of them don’t really know how to create inbound lead generation from social marketing. It isn’t easy, actually in many ways much harder than traditional marketing. It is a lot easier to load up a database, create a newsletter, and watch the “opens” rate and the hits to the websites. Oh, and add the ubiquitous, connect to us on (pick your platform) widget at the bottom next to the “do not contact” link.
Continue reading “Direct Marketing and SPAM: If you are not an approved IP address, you can’t message to this server” »