|By Ardath Albee||
|June 22, 2014 04:17 PM EDT||
I sat pondering another in a burst of self-serving emails sent last week by salespeople who obviously lack any discipline in prospect research or the energy needed to attempt meaningful personalization. As one of the emails was from a company I'd thought "got it," it occurred to me that the salesperson just screwed up my perception of the company they work for.
This made me wonder how much salespeople may be screwing up marketing performance now that more marketers are being tasked with proving contribution to revenues and business objectives, not simply lead generation.
Before sales-oriented, progressive types take issue with me, let me explain.
First - why there's need for concern:
- Buyers are self-serving content for a longer portion of the buying process. This means, if marketing is doing its job, marketing content and strategies are helping to attract and engage those buyers, building their perception of the company as helpful, credible and experts in their field.
- Buying cycles are lengthening and the size of the buying committee is growing. This means that content must be produced to engage more people with differing perspectives and responsibilities. For example, a technology purchase is often driven today by business executives, not just IT executives. Marketing is tasked with engaging as many on the buying committee as they can in the most relevant way they can.
- The amount of content buyers engage with during buying is also growing. Marketing is working hard to help increase the amount of content their prospects engage with. If they're reading yours, that's less time to read the competitor's - just saying.
Given those three reasons and assuming that a buyer has been nurtured and qualified before being handed off to sales (although research shows this doesn't happen for most companies who toss form completions to sales - but ignoring this) then it's up to the salesperson to capitalize on the work that's already been done. Or to screw it up.
I'm seeing more and more sales communications that are screwing it up.
In my work I do a ton of resarch which usually includes submitting a lot of forms to download white papers and reports that help me learn about an industry, market or solution. I get a lot of email as a result. Just this last week, I received a dozen or so examples.
I'll share a couple them to illustrate my point:
The first is a bucket approach. I hate this type of email. This is the lazy email that tries to make you feel bad by saying you're non-responsive and then asks for you to expend effort because the salesperson can't be bothered to do it themselves. Below is the email copy with only the brand name removed to protect the guilty party.
Good Afternoon. I have tried contacting you in regards to [brand] software.
Would you be so kind as to provide me some guidance, as I do not want to be a bother and will gladly follow your direction. Which of the below describes where you are at:
A - You have made a decision regarding [brand] and want to chat now. Great End of Month Incentives.
B - You want to schedule a call at a future date
C - You are no longer interested in [brand]
I appreciate your feedback and hope all is going well.
This same email was sent three times in one day. It was also sent by a salesperson who works at a company that I've talked about as having a truly engaging marketing approach. I assume that I was subjected to this salesperson because I downloaded a bunch of content to see what they were doing. I will not be inclined to mention them again as their marketing processes don't seem to cross over to their sales processes. And, I'm irritated.
The first problem with this approach is that the salesperson couldn't even bother to include my name in the salutation. The second is that it puts the onus of effort on me. The salesperson is obviously cutting and pasting a template. A poorly written template at that. Or, God forbid, it's automated. And, until he sent the above three times in one day, I'd never heard from this salesperson before - so the first sentence is a lie. He hasn't been trying to contact me.
The second problem is that 5 seconds on Google would've told him that I'd never be his customer. As a consultant, I don't buy 5 figure BI systems. But because he did no research and sent a lazy email, not only did he waste his time, but he cost his company an advocate. Advocates don't come along every day.
But here's what's worse. Imagine if I was a buyer. I can tell you that their marketing content is very good. It's informative, well written and interesting. It's a considered purchase so what if I'd been a prospect for months, learning what I need to know, getting all my questions answered... and then I receive that email.
There's nothing helpful. It's like the anti-experience of the company in question. And I, as that primed buyer, decide to move on to my second choice, thinking that the quality of what I'd seen so far is a smoke screen. Could this be happening in your company?
Here's another example:
I had a note you registered for the recent webcast, “Name of Webinar I Never Registered For”, about [XYZ] in the enterprise. I’m not sure if you were able to attend, but I’d like to avail myself as a resource in case you were interested in learning more.
We've helped clients find great efficiencies for business users, reduce complexities for the IT organization, while mitigating risk for the organization as a whole when [doing XYZ].
If you're open to a brief conversation, I'd love to learn about your business objectives in these areas. Would it make sense to speak? If you’d like, test the system with your own [trial]
First off, if he thinks I registered for the webinar then he should know whether or not I attended. That data is in every webinar attendee report. But, in reality, my one interaction with this company was to download a white paper, so his information is faulty. And, you can tell it's a template he lifted because of the double sign off. He pasted it in and didn't even take the time to notice.
Now, if this was a one-off, I'd just delete it and not pay attention. But, I received this email twice plus a voice mail. And I took a look at his company. Once again, five seconds on Google would have told him not to bother with me.
So this is when it really hit me. Because of the repeated irrelevance, I will automatically delete any email from this company. If I was a potential prospect, marketing wouldn't have a shot. No matter how good their content or communications. In fact, the next day, I received a marketing email and immediately unsubscribed.
If your salespeople can't even be accurate about the type of interaction had with your company, what will your prospects think? And why, after one white paper download, do salespeople pursue leads? And, if they're going to do so, they'd damn well better figure out something more relevant that the email above. Which actually could be from any company, it's so vague.
So I ask you: How much damage are your sales team's practices doing to your marketing performance?
And, I'm not putting this all on sales, either. Marketing shares responsibility, in my opinion. With sales enablement that teaches salespeople how to effectively engage prospects based on a continuation of the story marketing is telling, this can be avoided.
If we want our marketing performance to contribute to revenue, we need to help salespeople have a better shot at not screwing it up.
And to all the salespeople out there who do "get it" and do their research and work hard at relevance, bless you!
SoftLayer operates a global cloud infrastructure platform built for Internet scale. With a global footprint of data centers and network points of presence, SoftLayer provides infrastructure as a service to leading-edge customers ranging from Web startups to global enterprises. SoftLayer's modular architecture, full-featured API, and sophisticated automation provide unparalleled performance and control. Its flexible unified platform seamlessly spans physical and virtual devices linked via a world...
May. 26, 2016 10:15 PM EDT Reads: 2,024
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty ...
May. 26, 2016 10:00 PM EDT Reads: 2,535
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, will provide an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life ...
May. 26, 2016 10:00 PM EDT Reads: 1,879
SYS-CON Events announced today that AppNeta, the leader in performance insight for business-critical web applications, will exhibit and present at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. AppNeta is the only application performance monitoring (APM) company to provide solutions for all applications – applications you develop internally, business-critical SaaS applications you use and the networks that deli...
May. 26, 2016 09:45 PM EDT Reads: 2,338
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
May. 26, 2016 09:30 PM EDT Reads: 2,997
Companies can harness IoT and predictive analytics to sustain business continuity; predict and manage site performance during emergencies; minimize expensive reactive maintenance; and forecast equipment and maintenance budgets and expenditures. Providing cost-effective, uninterrupted service is challenging, particularly for organizations with geographically dispersed operations.
May. 26, 2016 09:15 PM EDT Reads: 1,852
SYS-CON Events announced today that Tintri Inc., a leading producer of VM-aware storage (VAS) for virtualization and cloud environments, will exhibit at the 18th International CloudExpo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
May. 26, 2016 09:15 PM EDT Reads: 2,238
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
May. 26, 2016 09:00 PM EDT Reads: 1,258
Designing IoT applications is complex, but deploying them in a scalable fashion is even more complex. A scalable, API first IaaS cloud is a good start, but in order to understand the various components specific to deploying IoT applications, one needs to understand the architecture of these applications and figure out how to scale these components independently. In his session at @ThingsExpo, Nara Rajagopalan is CEO of Accelerite, will discuss the fundamental architecture of IoT applications, ...
May. 26, 2016 08:45 PM EDT Reads: 1,120
18th Cloud Expo, taking place June 7-9, 2016, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some...
May. 26, 2016 08:45 PM EDT Reads: 3,078
As cloud and storage projections continue to rise, the number of organizations moving to the cloud is escalating and it is clear cloud storage is here to stay. However, is it secure? Data is the lifeblood for government entities, countries, cloud service providers and enterprises alike and losing or exposing that data can have disastrous results. There are new concepts for data storage on the horizon that will deliver secure solutions for storing and moving sensitive data around the world. ...
May. 26, 2016 08:00 PM EDT Reads: 1,226
In the rush to compete in the digital age, a successful digital transformation is essential, but many organizations are setting themselves up for failure. There’s a common misconception that the process is just about technology, but it’s not. It’s about your business. It shouldn’t be treated as an isolated IT project; it should be driven by business needs with the committed involvement of a range of stakeholders.
May. 26, 2016 08:00 PM EDT Reads: 2,318
SYS-CON Events announced today that EastBanc Technologies will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. EastBanc Technologies has been working at the frontier of technology since 1999. Today, the firm provides full-lifecycle software development delivering flexible technology solutions that seamlessly integrate with existing systems – whether on premise or cloud. EastBanc Technologies partners with p...
May. 26, 2016 08:00 PM EDT Reads: 2,113
SYS-CON Events announced today that BMC Software has been named "Siver Sponsor" of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. BMC is a global leader in innovative software solutions that help businesses transform into digital enterprises for the ultimate competitive advantage. BMC Digital Enterprise Management is a set of innovative IT solutions designed to make digital business fast, seamless, and optimized from mainframe to mo...
May. 26, 2016 08:00 PM EDT Reads: 2,063
Join us at Cloud Expo | @ThingsExpo 2016 – June 7-9 at the Javits Center in New York City and November 1-3 at the Santa Clara Convention Center in Santa Clara, CA – and deliver your unique message in a way that is striking and unforgettable by taking advantage of SYS-CON's unmatched high-impact, result-driven event / media packages.
May. 26, 2016 08:00 PM EDT Reads: 2,298