Inbound marketing for B2B organisations.
Why do so many B2B organisations fail at inbound marketing?
Too often I speak with B2B organisations that fail at inbound marketing.
If they are even doing any.
The process of picking up a phone and cold calling to find prospects is too deeply embedded.
This is a prime example of “if it ain’t broke”.
This is interrupting marketing.
By its very nature every time your team makes a cold call, they are interrupting someone.
There is this pervading sense that inbound marketing, or permission marketing, is somehow the preserve of big business.
Or the B2C marketplace.
Yet we are all selling to a person.
This is where it fails for so many B2B organisations when it comes to marketing.
The perception is that they are selling to a business.
After all this is business to business…
A business just wants to know what they will make from having your product or service.
People buy from people.
People sell to people.
It is not a machine or robot at the other end of your message, it is a human with human needs and goals.
How do humans interact and engage?
With stories that are told in a way they like, on a device that they have chosen, in a medium that works for them.
And in their own good time.
Not yours, and not your teams because they have to dial 100 numbers today.
Inbound marketing is for everyone.
Big or small.
B2B or B2C.
Profit or not for profit.
The purpose of inbound marketing is to ensure that you speak to people when they want you to and how they want you to.
And that if you stop telling them stories, they will miss you.
Think about the last piece of marketing your team sent out, perhaps an email shot.
Did the people who received it want to receive it?
Had they given you their email addresses and asked for regular updates?
Do they actually read the email and respond?
Click on the links?
Download the free whitepaper?
Read the blog?
Watch the vlog?
Or are your open rates and click through rates particularly low?
Is your audience switched off because you have nothing interesting to say to them?
Or nothing new for them to learn?
Flip this around for a moment.
Most of us end up on numerous mailing lists, simply because we spotted one thing that made us stop and engage.
Now how many of these emails make it to your inbox?
How often do you then open and read the next ones that are sent?
If there is a company that does achieve this, who are they? What is it about their communications that makes you pay attention?
If I had to bet it would be one of the following:
They have taught you many things you didn’t know…
What they say is fun and entertaining to read…
When you finish reading you have a smile on your face…
Or perhaps when you have read it you are always given a boost…
What I will bet on, they aren’t selling you something 95% of the time!