It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive.
This advice leaves B2B marketers looking at what their audience does. Do they watch the Super Bowl? Are they on Facebook? Do they read Sports Illustrated?
Media sales representatives perpetuate the problem, comparing reach to their competitors. The “more read our stuff” chart is in nearly every major media kit in one form or another and every day it leads marketers astray. [Read more…]
You go to Macys.com and you see baby clothes prominently featured on the homepage. You sign up for the newsletter that promises daily special deals on baby clothes and toys. It is a no-brainer, your first child is on the way.
In B2B marketing, standing out from the crowd and getting your audience’s attention is absolutely critical. The investments you have made in building your marketing database, creating content, and developing a nurture program carefully mapped to the buyer’s journey does nothing if your communication doesn’t get through.