Despite the shift in the B2B buyer landscape that puts them squarely in the
power position, I still hear marketers insist that the product is the hero of
the story. Well, I'll just rip the bandaid off and say it straight up - You
As a level set for this post:
The hero of the story is the protagonist or main character. The protagonist
has a goal; is impeded by the antagonist/villain in achieving the goal; seeks
knowledge along the way from a mentor to vanquish the villain; and achieves
victory to accomplish his goal successfully at the end.
Does this description of the hero represent your product? Nope.
Instead, B2B marketers need to make their buyers and customers the hero of
the stories they tell.
The buyer has a business objective (goal), is impeded by problems or issues
(villain) that get in the way of achieving it. The buyer seeks knowledge... (more)
I've written about shiny object syndrome (SOS) on this blog a number of times
- just do a search and you'll see. Many others have also shone a light on the
folly of SOS over the last few years. But it's not changing behavior. B2B
Marketers have yet to take it to heart.
Fournaise Group reported in January that Over 70% of Marketers (Still) Got It
Wrong in 2013. What they mean by this is that 70% of marketers didn't deliver
the performance with their marketing programs expected of them by executive
management. There was not enough measurable contribution to sales, market
share or ... (more)
When you were building your website, of course you asked yourself these
Who's going to read it?
What will they get from what they read?
What do they do after that?
What do you do in response?
So how does all that play into your interactive marketing campaigns? It's a
similar process, only there's a lot more interaction with potential customers
to use for fine tuning as the campaign progresses.
We all get email marketing messages. The ones that really irritate me are the
offers that get sent repeatedly with the exact same messaging. If it doesn't
catch my eye the first time... (more)
When the economy trends down, it’s challenging enough to address people’s
uncertainty and concerns.
Buyers tend to hunker down and avoid anything that isn’t already a project
in progress, sometimes even standing by while those projects shut down in
mid-stage. You may start to notice a drop off in responses to your email
campaigns. This can lead to a bit of uncertainty of your own in regards to
your ability to maintain marketing effectiveness during the economic
Often, in our tendency to respond to this perceived dip in prospect interest,
we up our instances of email co... (more)
Information overwhelm. We all suffer from it. Our job as B2B marketers is to
create contagious content that catches—and keeps—the attention of our
prospects across the entirety of a long-term complex purchase. That means
your marketing content has to work even harder than you may have thought to
rise above the noise.
Seem daunting? Doesn't have to be. Not when you use Catch Factors.
How many times have you heard that your content has to be relevant? Probably
a lot. The word relevance is used so much that it's a bucket term. It's
simply too bottomless to be helpful in guiding the ... (more)