Death of the Salesman
Now marketers must step up and really understand how to optimize marketing tools in order to help that buyer reach the right brand decision at the end of their journey. That's really why content has become the marketing buzz word.
And just like we despised the salesman who talked too much, potential buyers despise content that is full of sales-speak. While a product brochure has a purpose, it is not strategic content. Similarly, a webinar in which most of the supporting slides are simply advertising for the product, turns off participants who quickly express their displeasure via online chat tools to the host and by logging out of the event.
Great content should seek to:
- Be authentic: What you say needs to sound genuine and ring true—no one believes you are the only solution to a problem. On the contrary, the discovery process is all about evaluating your options (the pros and the cons). Avoiding a question because your answer may reveal the flaws of your product or service only shines a spotlight on the issue. Honesty is always the best policy.
- Be relevant: Share insightful information that leverages your expertise and experience; help the buyer connect the dots. "How to" articles are popular, as are comparison charts—if you're not going to do it, the prospect will be doing it for themselves anyway, so why not help by pointing out comparison points (that benefit your product) they might not have previously considered?
- Be timely: To get a leg up in the marketplace, you need to be prepared to add value when the timing is ripe. It's highly unlikely that your marketplace hasn't changed in the last 50 years. Help show buyers how your product/service is relevant in today's marketplace—how it deals with challenges you know they're facing or are going to face tomorrow.
Smart marketers have a lead nurturing strategy in place—an organized and logical method of sharing relevant content along the buy cycle. And that content is well written and segmented by type of decision maker. The CFO has a different set of evaluation criteria from the CEO and the CTO. Business owners look at purchase decisions through a completely different lens than a corporate manager.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.