Welcome!

Blog Feed Post

Why Marketing is Broken — and How You Can Fix It

This is why we can’t have nice things.” I’m afraid that right now, as marketers, we may be close to reaching a breaking point. Marketing used to get the benefit of the doubt. We used to be allowed to have “nice things,” but then too many abused that privilege and ruined it for everyone else.

Marketers started off with the best intentions, with the goal of simultaneously helping their audience and growing their businesses. And that turned into a movement, a movement that eventually grew to have a name, and a name that every marketer now wants to attach themselves to. And that’s when things started to get, well … icky.

I’m talking about content marketing, but not the “original” version of content marketing, and not in the way that it’s practiced by many of the same folks who started it in the first place.

Before I go too far, I do want to say this isn’t a “we were there when” type of debate (see: grey hair and “get off my lawn”). Some of the best and most effective content marketers are new to the game. My issue is with the fact that every PR firm, SEO firm, web development firm, insert any other type of firm, now believes it is a “content marketing agency.” It’s the influx of too many people doing too many bad things, with too many bad marketing practices. Things that are giving true content marketing — and marketing in general — a bad name.

Too many things I didn’t ask for
If some is good, then more is better — or so it seems, based on how some marketers operate these days. But the problem is, more is usually not better. For instance, email marketing has been one of the most effective tools around. Creating a program that distributes valuable information to an audience that actually wants it — that’s content marketing gold. But then some people had to go and take it too far. You know, the relentless drip email asking for a “quick conversation” — the same one that after four non-responses, the sender makes some (no longer clever) joke about wondering if you are stuck under a file cabinet.

trapped under file cabinet image

Yep, we went from helpful and useful to trying to relentlessly pound people into submissionsometimes multiple times a day, from the same company, to the same person!

inbox bombardment

And so, some marketers have ruined it for the rest of us. It’s become increasingly hard to get an email past spam filters, into an inbox, and noticed so it can ultimately generate the results you want. The same can be said for social media spam (e.g., posting the same blog post 100 times in the same LinkedIn group). Yes, promote and market your content, but let’s do things the right way.

Too fast too soon
“Speed to lead” a phrase every salesperson knows all too well. When a lead comes in, you better be ready to jump on it. And for somebody who is truly a lead, that makes sense. But there’s a flip side of that, and it’s the experience from the “lead’s” point of view. Things like the instantaneous and continued phone calls hammering you seven seconds after you download a company’s eBook or white paper.

Look, I’m all about viewing marketing through the lens of revenue generation, but when I polled some fellow marketers, this came in at No. 1 on the list of things that turn them off — to the point that they will discard reputable companies from consideration because it rubs them so far the wrong way.

Put yourself in the prospect’s shoes and think like a human. We have sophisticated tools that score leads and qualify individuals, accounts, and engagements, and yet too many companies simply bombard leads after the first touch. It’s turning buyers off. So now, buyers rarely answer the phone when they see an unknown number, suspecting it’s that call they were really hoping they wouldn’t get the second after they filled out a form for your content — content they haven’t even had a chance to read yet!

Automating me to irrelevance
Marketing automation tools are great, and I’m one of the first to advocate for them. With the constantly increasing number of things a marketer is asked to do every day, it’s almost impossible to scale without some level of automation.

The key word there is some. All too often, I’m seeing marketers automate me to irrelevance. What do I mean by that? While it’s great to be able to do things (warning: massive buzzword alert) “at scale,” it’s critical to consider the relationship you already have and want to have with your prospects and customers, and make them feel that you truly value them. Don’t email me about a service I already pay your company to provide and ask me to try it for the first time. Don’t repeatedly offer up a “last chance” registration deal for an event I’ve already ponied up a good chunk of change for and was actually looking forward to.

In short, while automation is great, make sure to account for the human side of things. Stop, plan, measure twice, cut once, and then deploy.

Relying on gimmicks and making me feel like I fell for it
Clickbait (using “…and you’ll never guess what happens next” as every headline for your distributed content), LinkedIn posts that are extra long to game the system and get you to expand them … and then have
every
third
word
on
a
different
line,
gated content that doesn’t deliver on my expectations and isn’t worth the contact info I provided, sales pitches disguised as conference sessions or educational webinars … the list goes on. How many of these have we all seen just this week, let alone this year? C’mon people, you’re giving us marketers a bad name! Tricking your audience is a pretty terrible method of getting them to trust you and your products or services. Let’s be better than that.

When I grow up, I want to be in marketing
So this may have been a bit ranty, but my hope is that by identifying just a few of the many ways some bad apples are breaking marketing, we can rally and fix it. We’ve seen it done right, and we’ve seen it as a waste of time and money. Marketing done right is absolutely a revenue generator, not a cost center, and the right approach can win.

Let’s get away from these bad practices and get back to the core of marketing: to generate revenue by helping our best prospects and customers be better at their business, and help them do so with the information, tools and services our companies can provide. Reach them, teach them, and educate them that there’s a better way. And make them feel good about it, not like they were tricked, trapped, and slimed.

I love marketing, and I’m proud that we’ve seen the tangible results that we can attribute to marketing programs done the right way. Let’s fix it, so if my kids happen to decide to go into the business, they won’t get laughed at when they say, “When I grow up I want to be in marketing.”

At Right Source, we strive to do marketing the right way — I’d love to talk to you about it. Hit me up via email if you agree or disagree. And use the social profiles below to be, well, social, so we can discuss.

The post Why Marketing is Broken — and How You Can Fix It appeared first on Right Source Marketing.

Read the original blog entry...

More Stories By Will Davis

Right Source Marketing helps organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

Latest Stories
DXWorldEXPO LLC announced today that Telecom Reseller has been named "Media Sponsor" of CloudEXPO | DXWorldEXPO 2018 New York, which will take place on November 11-13, 2018 in New York City, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
Enterprises are universally struggling to understand where the new tools and methodologies of DevOps fit into their organizations, and are universally making the same mistakes. These mistakes are not unavoidable, and in fact, avoiding them gifts an organization with sustained competitive advantage, just like it did for Japanese Manufacturing Post WWII.
When building large, cloud-based applications that operate at a high scale, it's important to maintain a high availability and resilience to failures. In order to do that, you must be tolerant of failures, even in light of failures in other areas of your application. "Fly two mistakes high" is an old adage in the radio control airplane hobby. It means, fly high enough so that if you make a mistake, you can continue flying with room to still make mistakes. In his session at 18th Cloud Expo, Le...
Transformation Abstract Encryption and privacy in the cloud is a daunting yet essential task for both security practitioners and application developers, especially as applications continue moving to the cloud at an exponential rate. What are some best practices and processes for enterprises to follow that balance both security and ease of use requirements? What technologies are available to empower enterprises with code, data and key protection from cloud providers, system administrators, inside...
Daniel Jones is CTO of EngineerBetter, helping enterprises deliver value faster. Previously he was an IT consultant, indie video games developer, head of web development in the finance sector, and an award-winning martial artist. Continuous Delivery makes it possible to exploit findings of cognitive psychology and neuroscience to increase the productivity and happiness of our teams.
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
To Really Work for Enterprises, MultiCloud Adoption Requires Far Better and Inclusive Cloud Monitoring and Cost Management … But How? Overwhelmingly, even as enterprises have adopted cloud computing and are expanding to multi-cloud computing, IT leaders remain concerned about how to monitor, manage and control costs across hybrid and multi-cloud deployments. It’s clear that traditional IT monitoring and management approaches, designed after all for on-premises data centers, are falling short in ...
"Calligo is a cloud service provider with data privacy at the heart of what we do. We are a typical Infrastructure as a Service cloud provider but it's been designed around data privacy," explained Julian Box, CEO and co-founder of Calligo, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and G...
With more than 30 Kubernetes solutions in the marketplace, it's tempting to think Kubernetes and the vendor ecosystem has solved the problem of operationalizing containers at scale or of automatically managing the elasticity of the underlying infrastructure that these solutions need to be truly scalable. Far from it. There are at least six major pain points that companies experience when they try to deploy and run Kubernetes in their complex environments. In this presentation, the speaker will d...
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true ...
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...