I admit I read Seth Godin’s blog regularly. It’s like visiting a lama high in the Himalayas for a bit of wisdom. He doesn’t share details on how to market better. He provides an insightful high-level view of our marketing environment, attitudes and trends that I find very refreshing.
In a recent post on the Internet’s having spawned “Drive by culture and the endless search for wow,” he presents the reality of today’s Internet users and discusses the “insanity of putting traffic above trying to change the way (a few) people think.”
Unlike Mr. Godin, my focus is not high level, but down in the daily trenches of finding ways for B2B marketers to improve the performance of their marketing efforts. So I interpret his great perception through my how-to eyes with a piece of advice that I learned early in my career. That is . . .
Target. Target. Target.
For B2B marketers using banners, search engine marketing (SEM) ads, email and even a Web site to generate leads, this means that the headlines and copy must focus 100% on the concerns, needs, and pains of the company’s most qualified prospects.
Sales people have limited time and can focus only on companies they are likely to sell. That would be prospects from companies in the right industry, with the right number of employees, who have decision-making or influencing power and the problem the marketer’s product or service can solve.
For B2B marketers to generate any other kind of click-thru is a waste of time and money. That’s because the only B2B marketing “wow” that counts is the one on the bottom line.