Marketing doesn’t work – here’s why

Here’s how it goes:

You spend your marketing dollars on telling the world how great you are:

  • What wonderful products you make
  • How your staff are the best in the world
  • How your services can help your customers save millions

You use all the – Social Media you can find, you blast out emails and you have an army of telemarketers talking to the outside world.

And yet you can’t keep your sales people supplied with leads.

But wait, none of that matters anyway,  because you have a bunch of sales people with telephones and/or cars who can schlep around the country digging up new business for you.

If you could be bothered you could calculate how much every lead costs you, but the answer would probably scare the bejesus out of you.

If this is all too familiar then maybe you are wasting a lot of money and maybe now is the time to re-think this mess.

We don’t profess to have all the answers.  But we have a few, and some of them are tough to come to terms with.

For example, maybe you should stop telling people how good  you are and start telling them stuff that they really want to know.  Of course you’ll only know what to talk to them about if you ask them or find out first.  Maybe that’s a good place to start.


How to Market an ERP System

How hard can it be? Marketing ERP systems is quite easy isn’t it?  You tell the market about all the features of your product, be it NetSuite, SAP, IFS, Odoo or whatever, then your sales person digs out the opportunity and the sales process begins.  To do this you’ll make a bunch of competitive claims:

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Stop talking about yourself.

This is a selfie-obsessed world. Every change of shoes, airport or bar is captured on mobile phones and promoted on social media. But the biggest mistake a B2B brand can make is to constantly talk about yourself. The first and most important thing to realise is that no-one cares. Rule number 1 then in B2B

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Inbound v Outbound; is it one or the other?

Inbound v Outbound. You may have seen recent articles on the subject of Inbound Marketing, comparing it to ‘Outbound Marketing’. Inbound is seen as the new method of attracting visitors to your website and outbound is the old style ‘push’ marketing. Inbound is usually portrayed as the way customers naturally want to engage with your

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How do you know you’re being ripped off by your web company?

By Benny Placido Over the years we’ve spotted a number of tell-tale signs that will indicate whether or not you’re being ripped off by your web design company.  But surely it should be obvious? Unfortunately it’s not, because most business people are not web experts and they expect their web company to look after them.

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Why ‘more’ means ‘less’ in Digital Marketing.

Here’s an absolutely true story, that I was personally involved in, that demonstrates the utter idiocy of going for more and more email contacts, Facebook likes, Twitter followers etc. When we were first starting out, a customer asked us to do exactly that ‘Get me more contacts, likes and followers, I need to reach more

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The simple elements that make up an Inbound Marketing Campaign

In my never-ending quest to help you develop better inbound programmes, I was trying to find a simpler graphic to explain the elements that make up a straightforward inbound campaign.  There are lots of diagrams that show the process from Awareness – Consideration – Decision and from strangers – visitors – leads etc. but nothing

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