Most companies are laggards when it comes to adapting to change. Months ago, I had breakfast with the sales expert Jill Konrath of Selling to Big Companies. I told Jill of something I’ve observed in military history that also applied to business - something I termed “Last war syndrome.”
My point was that every war in history starts out using the techniques, equipment and strategies of the last war. German Panzer tanks ran circles around the Maginot Line, and the British used European tactics against Colonial guerillas. (Thank you, King George.)
The same thing happens in business - companies fail to adapt until some compelling event forces them to. But the explosion of social media has threatened to leave Chief Marketing Officers on the proverbial dust heap of history. They are victims of “Last War Syndrome.”
eConsultancy found that only 35% of companies own social media in the digital marketing team and 10% ‘don’t do social media at all.’ “This is a colossal mistake, both personally and professionally.”
Eloqua has a great Slideshare presentation on this new content, which I share below.
Eloqua is a great example of a company doing a superb job of content marketing today. They are using this in their lead generation efforts too. “Moving beyond content for content sake” said Joe Chernov. Amen, Joe! Sharing it with their marketing database.
Sharing great content like this with the senior marketing executives in your marketing database is exactly what more B2B sellers should be doing, IMHO.
Congrats to JESS3 who created it and Leslie Bradshaw of JESS3 and Joe Chernov who wrote it.
Don’t Get Left on the Proverbial Dust Heap of History! Embrace social media now!
Jeff Ogden is President of Find New Customers “Lead Generation Made Simple” Check out the online show every Friday at 11am ET, “Laugh and Learn with the Fearless Competitor.” Find New Customers is one of few lead generation companies in New York. Follow Jeff on Twitter or download the highly acclaimed (and free) white paper on B2B lead generation here.
Find New Customers helps companies like yours (with 150 to 5,000 employees and complex products) implement lead generation programs to improve the way you find and acquire high quality sales leads using best practices in online lead generation. Quality leads matter. In fact, a recent study found that sales teams with fewer, high quality sales leads closed more than sales teams with more leads of dubious quality.
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