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The Problem with Kids: How Your Products and Services are Truly Perceived
| Guest post by: Jeff Ogden |
Article Overview: The author shares a remarkable insight on how B2B companies market today. Their products and services are like their children. They may love them, but no one else does. As David Meerman Scott says "No one cares about your product and services except you."
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Free Download - Marketing Made Simple TV is looking for a few good sponsors By Jeff Ogden |
The Problem with Kids: How Your Products and Services are Truly Perceived
I adore my kids. Three boys – 17, 14, and 11. Great kids. Want to watch my videos or flip through our family photos?
Of course not. You don’t know them and you’re happy for me, but you could not care less.
Welcome to the real world of Business to Business sales and marketing.No one cares. If you are looking to do B2B lead generation, stop thinking like a parent.
Comparing kids to a company’s products and services works. When David Meerman Scott said to his boss at Thompson, “No one cares about our products and services.” what his boss actually heard is “Your kids are ugly.” David was fired.
No one likes to be told his kids are ugly. But David was right.
Herein lies the conundrum for business to business companies. They’re proud of their fine products and services. But no one wants to watch the videos or view the photo albums of their “kids” – products and services. Unfortunately, that is what 98% feature on their websites. “We’re the leading provider of ……………” “A multi award-winning search marketing firm.”
No one cares.
Look at it from the point of view of the buyer.
Let’s say I’m going on vacation and I need our lawn mowed. Your kids might be perfect, but I’m not looking for a kid – I’m looking for lawn mowing services.
This is why Ideal Customer Profiles, Buyer Personas and Mapping content to buyer variables (Title, Buying Stage, Industry) and Content marketing are critical in business to business marketing today. Those are key to your B2B lead generation strategies. Focus on what buyers need and not what you have to sell. That’s the best way to do B2B lead generation today.
You must take time to carefully plan your approach for success today.
Buying the Benefits
Creating Value Based On Our Values
10 Reasons To Publish A Newsletter
Information Product Marketing
How Is Your Value Perceived
It's All About Value
Help Them Problem Solve
From the Publisher: Kids & Pets
Product Bundling to Increase Sales
Who Are Your Customers
The Power of Personal Marketing
Ty Warner Quotes
Why People Buy
Five Steps to Elicit Outcomes
"How To Avoid The most Costly Mistakes Most People Make When Negotiating - Part 2
Paying Kids to Study (An Early Business Lesson)
WAHM Strategies When Kids Are Home During the Summer
Are You Selling The Wrong Thing?
Motivate your customers to buy from you
How Awkward is it for You to Ask Questions?
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About the Author: Jeff Ogden RSS for Jeff's articles - Visit Jeff's website With 8 out of 10 companies saying the lack of quality sales leads is their biggest problem, they need help. SiriusDecisions also found that fewer than 1 out of 10 companies that implement lead management software went beyond the basics. They need help. We help companies implement world class lead generation programs. Companies need quality sales leads, so they need sales lead generation programs including social media marketing. They need to implement lead nurturing programs. We are considered one of the best leads generation companies in business today. Click here to visit Jeff's website   How to Find New Customers Definitive Guide Making Quota 7 Keys to B2B Marketing Succes 7 Keys to Lead Nurturing |
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