Posts Tagged ‘social target marketing’

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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Posted in Archive 2011, Marketing Strategy

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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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Posted in Archive 2011, Marketing Strategy

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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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Posted in Archive 2011, Social Marketing

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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.
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Posted in Archive 2011, Buyer Marketing

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Complexities of Social Target Marketing and Network Selling

May 3rd, 2011

Technical sales and business development seems to be getting harder for sales and marketing organizations. BtoB, industrial, engineering, technology, complexity, R&D, etc . At the end of the day, an organizational sale is a technical buyer, influencer committee, and an economic buyer.

Traditional models of lead generation are struggling to reach and engage with complex organizational sales. More senior executives are screening their access from sales people, tuning out email marketing, and ignoring most other forms of advertising. Trade shows and conferences have been in steady decline well before the recession took hold.

On the other hand, we see a huge upside for social media as a means of targeting and building relationships with complex organizational purchase decision makers and influencer teams. The more complex, technical, price tag all the better.
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Posted in Archive 2011

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