Posts Tagged ‘Marketing’

Buyer-Enabled Bill of Rights

February 6th, 2012

We created a Buyer’s Bill of Rights a couple of months ago, but didn’t have the right context to explain the “why” of Buyer-Enabled, but now in context it is becoming clear that this is the “how” to become buyer-enabled in your engagement within your markets. Imagine if all vendors treated buyers this way how amazing our buying experiences would become. All movements start with a “moment” and a core of early evangelists. Here is to hoping this one catches on…. please, soon…. and start with the worst offenders who provide lights-out customer service… I mean literally “no one is home in our call-center bad service”… or the “SPAM to your inbox chokes” marketing offenders. Continue reading “Buyer-Enabled Bill of Rights” »

The Evolution to Buyer-Enabled

February 6th, 2012

As we have progressed to defining a “new” category of engagement in sales and marketing that we coined “Buyer-Enabled” versus your traditional sales and marketing models, we have continued to develop better visual tools to help companies figure out where they are in their development. We decided that “social” was not helping people figure out why what we are seeing in the market is different that thinking about social media as a channel. Behavioral is too tactical and too esoteric. Continue reading “The Evolution to Buyer-Enabled” »

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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The Value of Old-Fashioned Tradeshows Without the Headaches

June 7th, 2011

Social marketing is a better bridge between brand marketing and sales than direct marketing. More effective for targeting and qualifying “Likely” buyers than:
• Web Marketing / SEM/PPC
• Lead Generation / Telemarketing
• Marketing Automation /Email Marketing / Newsletters
• Webinars / Tradeshows / Events

Think of Social as the new version of a “Old-Fashion Tradeshow in the Cloud” without the headaches; I can sit in on presentations from experts, I can connect with my peers, I can get the latest news, and I can browse the vendors to see what is new. Buyers used to self-qualify their interest by taking the time and money to attend. Now, you can self-identify based upon what groups you join and how you participate online.

Tradeshows were great (now just ok), but you had to get on a plane and spend a few days to get the value. The web disinter-mediated a lot of this, but vendors got savvy in web marketing which is now killing the value as everyone is creating a huge amount of noise that makes it hard to get good, unbiased information. Now, add email marketing and marketing automation and it takes it a step further; allows them to drop all of their marketing stuff into your email box. As a result, buyers are insulating themselves from all of the noise and extraneous vendor marketing and sales approaches; not answering phones, emails, etc. Some companies are even taking it to an extreme and now banning sales people from calling on them.
Continue reading “The Value of Old-Fashioned Tradeshows Without the Headaches” »