Effective B2B marketing requires budget AND brains.


Everyone needs a break from the daily stack of work. That’s why I took a moment to read a communication from the LinkedIn B2B Lead Generation & Content Marketing group entitled “20 Quotes To Inspire Your Marketing.”

Put together by Michael Brenner, Sr. Director, Global Marketing at SAP, many of them amused and inspired me. My favorites on his list are these:

 “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” David Ogilvy

 “Don’t find customers for your products, find products for your customers.” Seth Godin

 “Marketing is too important to be left to the marketing department.” David Packard

 However, I found one quote to be a bit of an insult to B2B marketers:

 “If you have more money than brains you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.” Guy Kawasaki, author of Engage and founder of Alltop

 I was insulted because I spend much of my days writing messaging for outbound B2B marketing, including email and direct mail. Every one of my clients has first-hand experience with outbound marketing directly generating business. If done right — that means following best practices — outbound marketing consistently generates business at an acceptable cost-per-lead and cost-per-sale.

If outbound marketing is a “brainless” task, as Kawasaki implies, then marketing automation providers would have failed long ago. Instead, these companies are booming. The fact is, SAP has been a frequent and successful practitioner of outbound B2B direct mail marketing.

If a B2B marketing company has a large sales staff and needs to drive thousands of leads per month, social and inbound marketing cannot consistently drive the number of leads required.

Also, inbound marketing often generates leads that are further down the buy cycle. Engaging with those prospects late in the process puts the seller at a disadvantage. Competitive companies who reached out to that prospective buyer earlier in the process have been nurturing and building a relationship with them. When it comes to making a buying decision, the competitor has the advantage.

Outbound marketing can reach prospective buyers early in the process when they are just realizing they have a pain to solve but before they take action to search for a solution to that pain.

So, to add to Michael’s list of inspiring B2B marketing quotes, here is this old-timer: “The early bird gets the worm.”

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1 Comment

  • By David Caron Design, November 29, 2011 @ 1:00 pm

    Excellent article. Looking forward to citing some of your information in a presentation.

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