Four Rotten Marketing Thoughts to Avoid at All Cost
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In a post at the B2B MarketingSmarts blog, Susan Fantle recalls a negative thought recently expressed by a client—one she's heard countless times. "It occurred to me that it might be time to share [a] list of bad thoughts so that other B2B marketers might see the possible error of their ways," she notes.
Fantle offers these four examples of rotten marketing thoughts that could be limiting your results. Any of them ring a bell?
We tried that and it didn't work. "Regardless of what the it refers to, my response is, 'Give me the details. Tell me the target, the website, the response device, the list, the sample size,'" Fantle says. "I'm likely to find not just one, but dozens of bad marketing practices used in the campaign."
I'm reaching everyone I need to reach with email. Frankly, that's impossible, Fantle states. Email lists "average only 30 percent of the target universe available from direct mail lists," she reports. "B2B marketing only using email is, therefore, missing two-thirds of available prospects."
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Comments
Nice pointers,but it would be helpful to understand who is Susan Fantle. I went to her website and I don't see a bio, so in my mind she lacks some credibility.
Susan makes some great points. A successful marketing strategy always includes many channels and not just using one channel and hoping that everyone will see you there.
Thank you for number four! Helping my clients understand that Social Media needs to be integrated into - and not replace - current marketing efforts is one of the first things I address.