Consumerization of B2B in Attention
Posted: Mon Jan 06, 2025 10:02 am
The customer “in control”: work to be done!
When 100 cold calls result in 1 positive response, not only is a lot of energy put into the 99 other calls, it may also cause 99 times irritation that detracts from the carefully built image of your brand. The world we live in has changed. The legendary Jack Welch , who might still have been tempted for a game of golf or a tasty lobster, no longer symbolizes the typical CEO. People like Mark Zuckerman are simply not interested in that and approach the companies they want to do business with themselves. Control over customer contact is shifting from company to customer, reinforced by the following developments:
Social Collaboration
Mobile Ubiquity
Cloud / SaaS
If the customer is “in control” the most popular provider will be chosen. So there is work to be done to upgrade the marketing profession! As marketers we must have the ambition to become more popular. We can do this by creating customer centric marketing that is optimally tailored to the consumer in terms of content and context. If we are relevant in a substantive, entertaining and positive way we can turn customers into fans.
80,000 leads per month
HubSpot proves that inbound marketing pays off with venezuela phone data its own marketing strategy. Because they have been building content assets such as blogs, ebooks, free tools and video blogs for years, they realize 80,000 leads per month with their content, which are followed up by 200 sales people. Mike Volpe calls his content base an asset because the return is for the long term. More than 70% of the leads are generated with "older" content and the further this content asset grows, the more return can be obtained from it. The positive relationship between the amount of content is shown in the graph below.
Inbound Marketing & Content
Relationship between amount of content and inbound leads
A carefully constructed wealth of content offers the opportunity to be relevant again and again, depending on the context. The message is: know your customer and tailor your communication to their needs, situation and device.
In conversation with Mike Volpe
Afterwards there was an opportunity to ask a number of pressing questions.
When 100 cold calls result in 1 positive response, not only is a lot of energy put into the 99 other calls, it may also cause 99 times irritation that detracts from the carefully built image of your brand. The world we live in has changed. The legendary Jack Welch , who might still have been tempted for a game of golf or a tasty lobster, no longer symbolizes the typical CEO. People like Mark Zuckerman are simply not interested in that and approach the companies they want to do business with themselves. Control over customer contact is shifting from company to customer, reinforced by the following developments:
Social Collaboration
Mobile Ubiquity
Cloud / SaaS
If the customer is “in control” the most popular provider will be chosen. So there is work to be done to upgrade the marketing profession! As marketers we must have the ambition to become more popular. We can do this by creating customer centric marketing that is optimally tailored to the consumer in terms of content and context. If we are relevant in a substantive, entertaining and positive way we can turn customers into fans.
80,000 leads per month
HubSpot proves that inbound marketing pays off with venezuela phone data its own marketing strategy. Because they have been building content assets such as blogs, ebooks, free tools and video blogs for years, they realize 80,000 leads per month with their content, which are followed up by 200 sales people. Mike Volpe calls his content base an asset because the return is for the long term. More than 70% of the leads are generated with "older" content and the further this content asset grows, the more return can be obtained from it. The positive relationship between the amount of content is shown in the graph below.
Inbound Marketing & Content
Relationship between amount of content and inbound leads
A carefully constructed wealth of content offers the opportunity to be relevant again and again, depending on the context. The message is: know your customer and tailor your communication to their needs, situation and device.
In conversation with Mike Volpe
Afterwards there was an opportunity to ask a number of pressing questions.