B2B Demand Generation | How the World Has Changed
(We congratulate the 28 companies who have downloaded How to Find New Customers in July 2011! – one a day. Have you read it?)
The world was MUCH simpler then. Here’s what the world looked like then:
- We listened to 8-Track tapes. At the end of the year, a new media called Compact Discs is introduced in Japan.
- There were few TV channels. Dallas was the top rated show. No one had heard of cable TV.
- There was no Internet.
- There were no cell phones.
- There was no Facebook, Linkedin or Twitter.
- A brand new singer named John Cougar (now known as John Mellencamp) released “Jack and Diane”
If you wanted to sell stuff, you had only a few channels to consider:
- Broadcast TV
- Print (Newspapers and Magazines)
- Yellow Pages
If you wanted to get leads for sales, you spent on ads, print media or hosted events. The choices were very limited. Marketing channels were simple.
Fast forward to today. What was once scarce is now overwhelming. I cannot count the times business owners have said “We’ve tried almost everything and nothing works.” Sorry, but you’re doing it all wrong.
The media choices are endless today. So what is the marketer to do? No company except maybe Google and Microsoft can afford to advertise in every channel. Jumping from one failed approach to another does not work.
Here’s what I recommend for you. Think Outside In.
Stop thinking of taking your products to market. Instead, put yourself in the mind of buyers and work back to your products and services. The number of choices shrinks dramatically.
Instead of guessing what channel to use, ask your prospective customers which channels they trust. Instead of guessing what information they need, ask them. Only by gaining deep insights into buyers can you determine the best ways to work with them.
You’ll find customers only use a few channels. That’s where you need to be.
Here in a nutshell is B2B marketing, circa 2011:
- Buyer personas
- Search marketing
- Content marketing
- Mapping the buyer journey
- Lead nurturing
- Lead scoring
- Continuous improvement
What do you think? We love comments and those who share.