Death of the Salesman
Depending on the industry, business buyers have different problems they're trying to solve, so generic content has less relevance than content that addresses specific issues in an industry segment. Those in healthcare, for example, perceive a problem from a different perspective than those in transportation.
The new name of the selling game is "Educate the Buyer—but in a helpful and relevant way." And while Willy Loman may continue to sit at his desk making cold calls or sending out prospecting emails, the reality is nobody has the patience or interest to listen to his sales pitch any more. So marketers need to step up and accept responsibility for lead generation, lead nurturing and, in many instances, closing the sale.
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.