We’re Doing Marketing All Wrong.

Are We Doing Marketing Wrong?

Recently, author and marketing consultant Mark Schaefer published a blog post titled “Why Marketing Technology Is Sucking the Life Out of the Marketing Profession,” in which he noted that marketers “are implementing strategies and tactics based on what statistically is supposed to work, instead of what customers really want.”

Examples of Marketing Gone Wrong

On Twitter, I’ve been the target of social selling platforms employed by B2B marketers. Here’s a common flow used by the software:

  1. Follow that user, then wait for a follow back.
  2. If the user follows back, wait a little while, then send a direct message with a gated content offer.
  3. User fills out the form for the gated content, and — bam! — you have generated a sales lead.

Organize Face-to-Face Events for Customers and Prospects

The automation-first mindset can yield low-quality marketing efforts. The thinking might go something like this: “Let’s send this email to our 100,000-person house list and hope to get 500 sign-ups. It’s not a big deal if there’s a typo or two, as long as we hit the sign-up goal.”

Dial Back Your Reliance on Automation

Here’s a good question that can put your content marketing efforts in perspective: If you stopped publishing content tomorrow, would anyone notice? The marketing automation version of that question is this: If you stopped sending mass emails and email nurtures, what would prospects say?

Do Some Early Spring Cleaning

It might be a good idea to clean out your email list. My experience shows that for every 100 emails sent, marketers get the following results:

  • Five hard bounces (i.e., invalid email addresses).
  • 10 automatic responses, indicating that the intended recipients have retired or left their organizations for other reasons.

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Marketing consultant for hire ➡️ content marketing, product marketing and more. Subscribe to my “Content Corner” newsletter: http://bit.ly/content-corner

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