“Understand the buyer’s point of view!” That’s what marketing teams tell us as they fail to apply it to the single most important part of the buyer’s life – being overwhelmed with marketing. We live in an age of marketing pollution. Every startup, particularly in high tech, buys the DiscoverOrg databases, hires a bunch of […]
Marketing Pollution: The New Reality For Sellers Read More »
When taking a new technology to an old market, take the time to see what those guys read. Then take the time to see what their tech vendors pitch them. You will be pretty depressed so much dough is spent for so little benefit. The electric utility market is a prime example, let’s spend a
A Messaging Bangladesh – Why Nobody Reads Your Stuff Read More »
B2B marketing is dead today, killed by a total lack of innovation, imagination, and style. Marketing professionals think SPAMMING those poor few remaining souls who download a whitepaper is “lead gen” building a marketing funnel. Sales reps, 50 percent of whom now fail to make quota, often
Why We Hired A Cartoonist And Hollywood Script Writer Before A VP Of Marketing Read More »
Working with CEOs of raw startups offers lots of surprises. One of the most common—it is no longer a surprise, is their shock that the industry does not beat a path to their new product. The startup CEO often sees his or her solution as something the world desperately needs, thus as soon as people
Bet you never heard those terms before. But in a tech startup, they can make all the difference in the world. Like the difference between being an employee at your over-diluted enterprise or achieving material wealth to give to animal shelters. What is the difference? Well let’s take a story–currency for the easiest communication of
Marketing Driven Sales or Sales Driven Marketing? Read More »
To sell stuff, you have to be able to explain it–fast. Thus the need for marketing collateral and an OK web site and some basic communication. Contingency Sales believes the customer never reads 90% or more of all the stuff marketing departments create. Or if it is read, it has little or no impact. This
Notice how many marketing links now require your “corporate email” address? Ever take a look at lead lists and wonder why up to 60% of any list has people’s Gmail and Hotmail accounts? Customers do not want to give out their email addresses because they will get sucked into DiscoverOrg lists and get hounded by