One of the must-dos of inbound marketing is being a thought leader. Put in a simpler way, you have to be the guy who everyone goes to even before the Google.
Old and costly they may be, plenty of creative professionals still list outbound marketing as part of their strategies (despite the increasing doubt on their effectiveness).
Marketers have always been speculating if this age of digital and social media has whether or not spelled the end of outbound marketing. But despite these rumors, there are those who still say such speculation is largely overrated and that businesses shouldn’t be so quick to retire their outbound marketing resources.
Plenty of workaholics bring along their jobs back home. It’s not exactly a habit that’s going away any time soon. Besides, for marketers at least, it’s definitely a fun way to advertise what you do and getting them to relate.
But while it can potentially improve a company’s overall progress, there’s a reason why psychiatrists and researchers advise against it.
This can be a problem when even your marketing strategies depend on other professionals downloading your material way beyond office hours. Can you justify this without necessarily adding to the workaholic side effects?
With spring comes spring cleaning. And it’s not just the home and office that needs cleaning out, the same applies to your current B2B marketing strategies.
“SEO is dead.”
“Telemarketing is dead.”
“Email is dead.”
“Direct marketing is dead.”
It sounds like a lot’s been ‘dead’ in the past few years.
Some marketers attribute this to changing customer behavior. Others think that advancing tech has killed several of these at once. Meanwhile there are those who just like to compare expenses and turn into an ROI debate.
And yet, one truth remains alive amidst all this supposed ‘death’:
Cliché as this may sound; real love thrives beyond Valentine’s Day. In the same way, real business connections should grow more valuable after they are made. Leads and appointments aren’t one-night stands. Having many ‘connections’ doesn’t guarantee you anything. Unfortunately, there are still marketers who treat the appointment setting process as if it were a production line of potential customers.
If you were in the shoes of that potential customer, how would you feel? Not too hot. In fact, there those who even equate this with the slave trade. Yes everyone has quotas to meet. (You have your marketers, your salespeople, and ultimately everyone else who has a stake in your revenue.) That’s still no excuse to deny the humanity of those you’re making B2B connections with. Marketers are expected to be professionals, not professional skirt chasers.
Science fiction has a sweet record when it comes to predicting the future. Take the idea of robots taking the helm of basic human duties for example. It’s an idea that’s not too far from what was seen on the CES Robotics show. The weirdness of it all didn’t take away the fact that these new technologies could prove useful. It’s a common prediction that robots may one day be the ones taking over tasks that are too dangerous for humans.
Setting that aside though, being a B2B marketer does not exempt you from bracing for the same future. With industries like robotics constantly making breakthroughs, lead generation campaigns will have new demands and new markets to target. Today even marketing communications are already influenced by the internet and new technology.
From the consumer to the CEO, variety is a natural part of business. Both B2B and B2C products come in different stripes to suit either people’s preferences or certain situations they experience everyday. What’s more, innovations and new technologies only add to the selection.
Naturally, these varieties have in impact in the B2B Marketing department. Different strategies sprout up in response to a new type of business-customer situation and create new tools for the job. A recent example is the way social media marketing helps content goes viral; quickly spreading it even beyond digital.
No matter how innovative you want this age to be, marketing is everywhere and it’s something you can never truly outmode. If you’re new to business, it sounds hip and alternative to think your product is truly great because it seems to ‘sell itself.’
At this risk of quoting one of fantasy’s much-despised characters: “This is a lie.”