If we go back 60 years, salesmen were responsible for the majority of a company’s sales (save those generated from advertising). Literally men travelled door to door selling products, speaking directly with consumers.
Not anymore. The reality is that today, nearly 60 per cent of B2B purchasing decisions are already made before customers contact your company, as recently revealed by the Corporate Executive Board (CEB).
The tide has turned, and the way customers move through the buying cycle has evolved to a ‘self-service’ model to research and decide for themselves whether they want to purchase before speaking with anyone. Read More
It’s a crowded world out there with marketers competing fiercely for the dwindling attention spans of customers who are much more savvy, informed and cynical about marketing. There’s too much advertising, too many messages and too little time for customers to sort through it all.
Ironically, these modern-day marketing challenges also present a solution.
If your customers are deluged with too much information, help them find what they’re looking for. If they have too little time, help them save time. It’s called branded utility and it’s about providing your customers with something that is useful to them. Read More
Oftentimes a trendy marketing term is just a fancy new name for something that has been around for long time (we are marketers, after all), so I couldn’t resist looking for a definition online. As you might expect, there are myriad definitions, and I was delighted to find that Heidi Cohen had done the research for me in her informative blog post that collates 21 different definitions of content marketing.
If you take the time to read even a few definitions, many of you may be thinking to yourself that content marketing is not new. Look at Kraft for example: It has been producing cookbooks related to the use of its products for decades, and it’s still blazing a trail in the digital age with sites like Kraft Recipes, which offers recipes, tips and a community portal that allows fans to share ideas.
We believe what’s driving this new content marketing trend is, in a word, digital. Read More