”Some even have the audacity to call it content”
Some self-evident matters regarding digital strategy, B2B
The big problem is that so many sales and marketing directors know very well, deep down, what they should do. They say the right things… and then they do something completely different. But allow me to make a few presumptions:
Before you can bring forth a meaningful strategy, you need to set clear objectives. At the end of the day, the goal for all sales and marketing directors is to make more and better business: Sell more, get paid better and decrease sales costs and cost per point.
Your company does not have the same market conditions as everyone else. If one company has chosen to focus on marketing automation, search engine optimization, ABM or some other type of specific technology, it is not certain that the same strategy would work as well for you as it did for them.
Start off by getting your facts straight about concrete and measurable results. Do not settle for surface samples such as click rate. You can buy web traffic. Relevant web traffic you need to earn.
The new digital channels and platforms are great, but the analog, physical world has not disappeared. To meet the customers it is still quite sensible to integrate your digital strategy with what you do through traditional media, personal sales and customer care.
The world of media may have changed, but just as before people still seek relevant, objective, substantial and factual evidence for their decisions. Those willing to offer this, unconditionally have a lot to win – in the buying process as well as from a trademark point of view.
The people you want to affect have easy access to a vast amount of information. What they need is, rather, help to screen, qualify, value and sort through the surplus and place what is most relevant in its context.
They are simply searching for clues to solve their own concrete problem, or to take better care of their business opportunities. These are the situations when they appreciate an honest, competent business partner rather than a forced salesperson or a one-eyed tech geek.
¾ of the buying process is done before the customer has even met your salesperson. In this situation there is every reason for the salesperson to listen, really listen, instead of doing the usual pitch.
If you want to affect the buyer’s basic way of thinking, their definition of the problem and criteria for selection before the purchase you can be sure that you will not achieve this through a one-sided sales pitch or product sheets.
It is therefore meaningless – or directly disqualifying – to post sales material on LinkedIn or blogs, and to then have the audacity to call it “content”.
Tommy Änst has many years of experience in marketing and communication in widely different businesses such as IT, telecom, the energy sector and the forest industry. Today, he is the global manager of Tieto’s digital channels – from overall strategy to content marketing, marketing automation, search engine optimization and pay per click campaigns.