B2B Archives | Audience Innovation

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2018-10-20 Paul Kostial

Sadly, it’s true. And here’s just a few examples.

You hit a link on some online ‘sponsored’ message, and your phone rings in 3 seconds #$%^$#, or … you get a text immediately. Immediately #$%^$#!!! What? … #$%^$# … I only wanted to get some info emailed to me and, I really don’t want your salesman/woman calling or texting me at 10:00p on a Friday night. Seriously, I don’t. Stop it #$%^$#.

You try to find a phone number on a website, only to find they have no phone number, and ONLY an option to email them a request. Uhhhh #$%^$#, did your customer ‘service’ team all get fired, or sent on vacation? Really, now I do want to talk to a human, and I’m a paying customer; can’t find a human to answer a question RE my account, to save my life.

Oh, back to the first one. And now, you stalk the #$%^$# out of me, with dozens of emails, calls and/or texts, and it’s barely been 24 hours. Really? … #$%^$# … and you think I want to be your customer now? No, I don’t. I’ll find another to give my hard-earned dollars!!

Or often, I’m not looking to buy now, unless it’s shampoo, and I’ll order that online and, it’ll be at my door in a day or two. I’m just interested in learning more about this insurance option, on my own time, or home refinancing, on my own time. In the meantime, I’ll just go grocery shopping at my favorite #HEB, or #Randalls, and I’ll find what I want, in person, like a human – and me still shopping for my own groceries, and choosing my own apples.

Get this. Go to your local branch of your ‘major’ bank and ask to speak to a customer service rep who’s sitting there to answer customer’s questions. So you ask your question. They pick up the phone, and call the same 800# you could call, and they ask the question of their ‘rep’ online, with a code word at the front so they know it’s an internal inbound ‘branch’ call. Uhhh, really, this is how you do it now? #$%^$# – What happened to your customer service, did they all get fired, or you forgot to train them to help me with even basic questions, in person? I’m paying you – I’ll find another bank to do business. Today.

And let’s not forget now, the robo dial calls and texts, even though you’re on the DO NOT CALL list, and it’s been checked and verified. Did you forget to check that, any of you? I spent time listing myself there to avoid these antagonists frustrations, and you maybe ‘forgot’ to purge that list, so you can email me instead. One email would be nice, not 30 in a week.

One big time client has 180,000+ emails in his work email inbox. He’s shared, he can’t get the first email answered before there’s another 10 follow-up emails and now, many scold you for not answering the first email, or say “I’m sure you’ve been busy, did you forget to answer my prior email?”

Really? #$%^$# … uhhh no, you’re stalking the #$%^$# out of me, so I’ll just BLOCK you. How’s that for cutting off your robotic marketing? … now what, you’ll camp at my house or office, and catch me heading to the grocery store? Seriously?

Marketing, this is not. Sales, this is not. Yes, there’s a powerful benefit to online targeting and yet, there must be a limit to stalking #$%^$# that’s going on today. It’s insane. Insane.

  • Do you want to be stalked? No.
  • Do you want to be texted incessantly? No.
  • Do you want to get phone calls, repeatedly, and all hours? No.
  • Do you buy a vacuum cleaner, then want retargeting for vacuum cleaners? No.
  • Do you want to choose your path, and how you interact with companies? Yes.
  • Do you want valued relationships with companies that value your business? Yes.

Get the point? It’s not that difficult – it’s basic human psychology. Very basic, i.e. it’s not that difficult to understand and, even yourself as an example, you don’t want it either. Yes.

And to think, we stalk #$%^$# them to frustration and agony then, we wonder why they don’t buy. Hold on while I finish LMAO, OMG – what the hell? Is this for real? Someone must be punking me, right? Where’s Ashton Kutcher when you need him? Yikes.

In our business, we speak with marketers every single day – EVERY.SINGLE.DAY of the week. And guess what, they’re all mostly very frustrated. Their sales teams are frustrated, and no one’s much answering the phone any more, rarely responding to emails (unless it’s a known contact), and uhhhh … getting a H2H or F2F meeting these days is near impossible anymore. It’s an epidemic we call ‘bunkering’ and it’s a sad result of a shameful practice.

Read the articles, there are many on these topics, and it’ll only get worse, except for those marketers and sales managers who want to give their customers a more bona fide and productive experience. Honestly, these days, it’s not that difficult to set yourself (your company) apart and above the competition. To start, stop stalking people – it’s not working to produce the result you want and, IN FACT, it’s producing the opposite affect.

If you want to reach people, i.e. your customers, how about sending them a little gift, or a nice gesture of goodwill, or offering them an advantage to doing business with you? Or, what about NOT stalking #$%^$# them? Simple steps cause big results, and this ‘marketing’ madness must come to a halt or, you’ll soon find yourself with fewer customers.

Company after company (large and small) are denoting the reality of this situation and, luckily, some are taking prompt action/s to reverse the saga/mess and, building valued relationships with their customers and prospects. It’s not that difficult but first, you must stop the insanity.

Shared in truth and a bit of humor, and happy to chat any time. These topics are important, and apply mostly equally to both B2B and B2C targeting. Some products/services do well with the online-only options, yet many do not. Think carefully how you’re cultivated a relationship the customer WANTS to have with you and your company.

Try being a customer of your company, and see how it goes. I’ve personally coached many CMO’s to do this, and create a fake profile for a test and, 95% of the time, they call back crying and/or screaming. Yes, they found the truth, the reality of overwhelm on their own, firsthand, and they wouldn’t want to be a customer of their own company.

Sadly, that’s both humorous, and horrifying. It’s time we take smarter/better action, and caring for our customers better, more intuitively, and giving them an experience they’ll want to repeat. Now that’s marketing, and that’s sales – like time-tested and proven over and over.

 

 

 


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2018-10-18 Paul Kostial

It’s really simple human psychology, the answer to why/how offline drip campaigns are working so well today and, they’re driving online interaction and sales results too?

First, humans aren’t one dimensional (yet) – at least we hope. What that means is, seriously, people react to (and engage with) all kinds of touch points. Some touch points are online, and some are offline – and, it’s the mix of both that’s driving the highest customer interaction today, depending on product and/or action desired.

Offline touch points engage your targets differently – it’s not online vs. offline; it’s more about online PLUS offline. Think: events, posters, direct mail, post cards, outdoor boards, signage, in-hand interactions, tv/cable, sales meetings, radio, podcasts, etc. … all different kinds of customer touch points, and each has their priority, and their customer-engaging role.

We think of it as “connect-the-dots” multi-channel, but even that word is so over-used these days, it’s almost cliche. What it means is touch points that are both online, and offline. People are often overwhelmed with online ‘content’ these days. Too much email. Too many Linked posts to even see them all, even if they’re re-targeted – it’s overwhelming, and hard to keep up with it all these days. As a result, many companies are using multi-platform today – OFFLINE+ONLINE– to engage their most vital targets, and it’s working, and diving results for sales and, sales teams to interact and engage their best customers.

Online, many companies are swim in a sea of fragmentation and overwhelm, and it’s a daunting objective to rise above that clutter, unless you have millions of $$$ for budget and, even then … is a banner really gonna move a multi-million-dollar purchase decision to close, or a CFO to purchase?

Not likely.

And yet, although online touch points have their value and benefit, they need to be kept in perspective and, prioritized with other ‘drips’ and coordinated, i.e. sequenced as we call it. If humans were robots it might be different but, we’re not robots (yet) and thus, we interact with different touch points in different context and, we have a different emotional response for each type of touch point interaction. Unless you’re selling shampoo, or ketchup, i.e. the one-click-to-buy purchase, the combination of online+offline is what’s working best today.

RESULTS UP; COSTS DOWN: What’s working best for our clients, specifically, is online plus a series of sequenced tangible touch points. We overlay their online strategy with timed touch points of magazine cover wraps and, it’s all coordinated with their online platforms, and focused ONLY on those who matter most. For both B2B targets, and affluent B2C targets, the tactic is highly effective and, it’s producing even better results than ever before. Likely because the overwhelm online is so great, and direct marketing tactics are producing amplified results, even for your most difficult-to-reach target audiences.

With the ‘magazine’ per se, consider it your valued content partner and, the media brand itself lifts your company’s brand by association, i.e. Forbes, Fortune, Wired, Fast Company, Inc., ESPN, Good Housekeeping, and 400+ more content options. Consider, the magazine is a ‘Trojan horse’ that delivers your message and, maybe oddly, it’s not about the magazine; it’s only the delivery device that gets your valued message directly into the hands of your most valued targets and, only those you want to reach, 100% of them – that’s 100% reach.

And as a result, your targets appreciate your gesture of goodwill and, they interact with and respond to your messaging, even driving them back to your sales team, and/or online channels. It’s the combination that’s working, online+offline, and simple sequenced messaging that’s driving customer education, thought leadership, product demos, and more.

If you’d like to know more about our platforms, and if they’ll work well with your targets, please reach out to me personally, and I’ll coordinate a time to chat, learn more about your targets, and how best our platforms works for your specific category, and target type.

Please feel free to visit our website, or listen to our newest podcast regarding “What’s working? CEO Interview” – or email me direct to discuss your most vital targets, and our recommendation based on nearly 30 years experience, and 600+ client’s campaigns. We look forward to it, and to sharing ideas how best to amplify your targeted interactions. paul.kostial@audienceinnovation.com – Office: 888.241.6634,719

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2018-10-13 Paul Kostial

Building a successful business in any market requires an ambitious marketing team and a strategy that works for you. When expanding your business, you need to be able to trust your marketing team to maximize your reach without overspending or launching campaigns that do not resonate with your target audience. Knowing how to determine the effectiveness of your current marketing team is essential before launching massive campaigns and investing financially in ad spending.

Evaluate if Your Marketing Team is Pulling in Enough Leads

Hold weekly or bi-weekly conferences and meetings with your marketing team to ensure you are moving forward with plans and to avoid wasting time or your investment. Inquire about their marketing plans and ask why they have chosen the methods they prefer. Consider your audience and the way they are most likely to find your website or online presence. Does your audience browse using their mobile phones? Are your prospective customers interested in a newsletter subscription, or do they discover new offers and promotions via social media platforms such as Facebook? A great marketing team is able to relay necessary information to you while highlighting what is likely to work best for your followers and consumers simultaneously.

Resource: How to Build a High Performance Marketing Team

Monitor Metrics to Evaluate Marketing Campaign Performance

The most important metrics to monitor with a marketing team include conversions, email opens, and click-through rates on your website, advertisements, and email newsletters sent. Monitoring the metrics of individual campaigns your team launches provides valuable insight into what messaging, subject lines, and promotional copy work best for your target demographic.

Resource: How to Measure the Effectiveness of Marketing Campaigns

Improve Your Business’ Marketing Game

Keeping track of your marketing team’s progress is extremely important to remain on track with any goals you have set in place. Ask important questions and hold your marketing team accountable. There are a few ways to improve your company’s marketing game by setting requirements from your marketing team such as:

  • Set a budget in place for ad campaigns on social media platforms such as Facebook, Twitter, and Instagram.
  • Request visual reports weekly for each campaign and ad you launch using social media and third-party sites.
  • Use A/B testing on each campaign you launch for a more precise metric report while reviewing effectiveness.

Resource: 6 Contrarian Questions to Ask When Hiring a Marketing Agency

When you understand what a good marketing team entails, ensure your own marketing team meets your standards and delivers on their promises. With the right marketing team by your side, expand your business while boosting loyalty, trust, and commitment from your prospective customers.

When managing a marketing campaign, sometimes you need some extra help and guidance. That’s where we come in. Our campaigns range from business to business because we fit our campaigns to your needs. Check out what campaigns we have to offer and see which is best for you and your business! Businesses who have used our services have seen up to 341% ROI because of our campaigns! Get in contact with us, and let’s see what we can create together!