Bottom line for Marketers:

No matter how strong your product or value proposition, it can have no effect whatsoever.  Demand Generation is tougher than ever — but this is our shared future — so adapt to this new world.

I attended a fascinating webinar with Scott Albro, CEO of Tippit, sponsored by Marketo.  Tippit works with B2B buyers so they have unique insights.  (Note to reader — I am currently hired to pen a White Paper on Demand Generation for Marketo.)  Some fascinating information was revealed — which has huge ramifications for sales and marketing leaders, which I share here.

Business is very tough today, so it is more important that ever that we connect to the minds of the buyers.

Key takeaways

• Buyer attention is extremely scarce in an over abundance of information.  So many websites and so much content.  In addition, the problem has grown worse with the massive amount of bad news out there which consumes users’ attention — how it impacts their personal lives and companies, which Scott demonstrated with Google Trends.  The ramifications of this fact are profound for sales and marketing leaders — because they must capture the scarce resource of attention.
• No matter how strong your value proposition and how good your products, none of it can matter.  So demand generation becomes more difficult than ever.
• Buyers also face increased financial scrutiny and tight budgets.  They are still buying the things they used to buy, but the way they buy things has changed — forever.

Action items

1. Get closer to your prospective customers.  Learn what makes them tick, what they care about and what third party websites they visit.  You need to engage with them where they live.
2. Simplify.  In order to cut through the limited attention, your message must be simple and direct.
3. Personalize.  One size fits all is over.  Get used to it.

For more information, please visit Marketo and Tippit.

As always, if you’d like to discuss these ideas for sales growth, please call 5160284-4930 or send an email to [email protected].  Good luck.