I read an interesting and disturbing statistic on LinkedIn today. 70% of all marketing people (managers, directors, VPs, CMOs, etc.) are unable to prove ROI from their marketing efforts. Is this true?
This is not good, of course. Marketing can be measurable with the right perspective and right approach. And if you can’t measure your marketing, you should learn fast.
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#1 Problem: Identifying the B2B decision maker, followed by # x 10 to the tenth power: Reaching the decision maker
You do bring up an important and common argument, Jim. The thing is, good marketing helps solve those problems. Bad marketing doesn’t.
Identifying the moose is job #1. We must know exactly who they are and where we can find them. Step #2 is then developing a message that resonates with the moose. It’s moose bait. Step #3 is utilizing the exact right media the moose are consuming.
Too many marketers look at media as the first step in planning. Too many send messages that are simply announcements with no relevance to the buyer. “CO2 Blasting for Pretreatment & Deburring,” “All Types of Saw Blades,” “Comparing Apples to Apples? Stop Paying More,” “Productivity Now, Predictable Payments Later,” are actual and common examples of email subject lines from companies trying to get the attention of buyers. Why should a decision-maker pay attention. Why should they care?
If decision-makers are hard to find (and in most industries B2B and B2C, they are), marketing can be used to find those people and get them to raise their hand in interest. They are looking for products and services that can help them be more successful. That’s their job. Our job as marketers is to show we can help, not just announce we have something to sell.