Marketing in an anti-marketing world

Posted: April 2, 2010 in CIOs, customers/buyers, marketing, social media, vendors
Tags: , , ,

"Finish that brewskie and make a few more cold calls."

“Maybe this brewskie will put me in the mood to make cold calls.”

The traditional model of marketing and selling became traditional because it was the way people always did things.  Somebody had something to sell.  They went out looking for buyers.  The buyer got approached, got the knock on the door or the phone call.  Or said buyer would see the ad, hear the commercial, be annoyed by the fragrance in the magazine pull-out, or get the email.

This above is known as the “broadcast” model.  It’s losing ground today because of annoyed buyers who are now enabled technologically to stand clear of the broadcast.  Avoid it altogether.  This has caused sellers to do two things that sound contradictory: shrink their budgets for traditional broadcast marketing...and get more aggressive.  One of things this means in the B2B world is that calls lists are growing longer.  This annoys the prospective buyers who get called by hapless sales reps who have more names to call everyday and less knowledge about who they’re calling.  This poses a tricky issue for those whose job it is to know about and buy  the high-tech gear absolutely fundamental to doing business.  All of the stuff that constitutes computer communications infrastructure, for example.  Try going through a day without it.  The trick is, the I.T. folks who must buy the gear have to stay current on it.  They have to be quick in implementing the new, new things before the competition does — to its competitive advantage.  So how to do this without being swamped each day by eager, however earnest, vendors?

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