Author: animeshjmathur

Persistence is a critical aspect in B2B marketing

B2B, Marketing, Marketing Stamina, messaging, persistence

As a marketers we generally like to send out a message and expect to get a response. Very few times you will get some response, but in most cases it takes a long long time.

Earlier I used to hear numbers like 7 to 12 contacts before a contact will respond. So people used to talk about running multi touch campaigns between email, voicemail and cold calling. However especially after Covid struck and a lot of people were working from home, the primary means of connecting has been email or to a certain extent Linkedin.

While I don’t have statistics on how many touch points you need to have before a response is received I got some research done on different geographies for response to emails. On an average its taking more than 20 email messages to be sent (these are cold emails) on different service lines before a given service line attracted a response.

Now this is a critical aspect if you are getting into the B2B space. As I have mentioned multiple times earlier in different posts, B2B buying is not impulsive so even if the message is interesting, you may not get a response. The second aspect to be kept in mind is that identifying the right person in the hierarchy who can act on the message. Designations can be deceptive.

So you need to have marketing stamina to be in the game for the long haul. As Dean Jackson says – look at it as a 3-5 year project. Out of a bunch of 100/1000 leads at least 50% will change their incumbent vendors. You only don’t know which ones will. Tomorrow we will look at another aspect of this.

Till next time then.

Carpe Diem!!!

Fear of humiliation

Fear, Human Brain, Worry

Human beings have been designed to be social animals. Our ancestors used to live in groups so that they were protected from wild animals which were much bigger and more dangerous then them. This meant that the our ancestors had to conform to the group rules to stay together.

Being thrown out of the group would also mean being killed by an animal so dangerous.

So being thrown out was not only humiliating, but the humiliation could become life threatening.

So today our brain still carries the wiring of our ancestors It does not want to get humiliated because then we will be thrown out of the group and the wild animals can kill us. Our survival is at stake.

As I have mentioned many times before our brain is primarily wired for our survival only. The moment it senses a threat to the survival it starts giving resistance. So because of that resistance we try to avoid doing anything new because if it fails it can be Humiliating and that can be a problem of survival.

Have you had your brain give you all the dire consequences of an action you have taken. It is this same feature repeating.

What the brain is not recognising is the fact that today, there’s no survival issue in more than 99% situations. We live in a much more safer environment than before.

That’s one of the reasons that entrepreneurship has been found to succeed in clusters with first generation entrepreneurs. Because then a failure is only seen as an experiment and the social system around you does not ostracise you. The brain feels more comfortable taking risks.

On the other hand if you come from a business family, then entrepreneurship is considered a given and therefore the children don’t even think in terms of failing in taking/starting a business. While people whose parents have traditionally been in service dominated home tend to stick to being in services.

What all our brain can do!

Till next time then.

Carpe Diem!!!

Learning from these posts

education, experiences, learning, mindset

Joe Polish had this wonderful statement which he’s made multiple times in his podcast ilovemarketing.com. There’s 3 ways to imbibe a learning or training –

First is by taking a course, attending a seminar etc.

Second is by practicing what you read, heard etc. By actually putting your training into practice, you are able to see both the positives and negatives and also based on that you formulate your own enhancements to what you learnt

Last and most effective is when you are able to teach the same thing to someone else. That’s because then you prepare to answer questions from the people who are attending the training. But the bigger benefit comes when you get to see where the questions are coming from….something that you had not even envisaged. That firmly establishes your learning forever.

I have written more than 400 posts now which cover 3 primary areas viz. Marketing, Human Potential, Financial Independence. These posts are an outcome of what I have personally experienced and what I have learnt by spending on books and trainings.

Some of you may read these posts for intellectual entertainment, but if you want to benefit, then you will need to practice on the ideas that I list. But if you want some of them to stick then not only practice but also teach the ideas you find worthwhile.

My endeavor is to see if I can help even one person improve their life because of what I write, then this daily writing would have achieved its purpose.

Till next time then.

Carpe Diem!!!

Working backward from the customer result – B2B scenario -2

B2B, Customer Delight, Customers, Marketing, Marketing Stamina, messaging, service quality, single target market, Triggers

In my post yesterday I had shared all the challenges that a B2B target audience faces in her day. Having recognised the result you can offer to your customer to delight them and also identified clearly whom you won’t want to attract. How do you get their attention? If they don’t get their attention, they won’t know if you exist and you won’t be able to do business with them. However given the challenges on their time and attention, you window of opportunity is just a few seconds, before you are dumped.

The other bigger issue is that the B2B buyer is not an impulse buyer. She cannot just buy something, until and unless it’s something of extremely low value. Chances are that the need that your product or service is fulfilling is already being done by some other vendor or some other means (the Porter’s model of competitive forces) . If that be the case, its absolutely impossible to displace the existing set-up until and unless the dissatisfaction has reached a threshold value.

So one of the things that works with B2B buyers is identifying the points of dissonance and then communicating with the buyer over the long term. Over a 3 year period, at least 50% of the buyers will face challenges and if you are there in front of them at that time when the threshold is reached, they will consider you. However for this you need to plan your marketing expenses in such a way so that you don’t run out of money before the business starts coming. Marketing stamina in case of B2B is critical.

The other things which could get the attention are typically triggers – I have done detailed posts on this topic earlier also, so I won’t go into the details here. But a new customer getting onboarded or a their existing vendor going bankrupt or a new boss. All those triggers can suddenly change the dynamics, if you can exploit them.

Till next time then.

Carpe Diem!!!