THREE POISONOUSMETAPHORS INB2B MARKETING.
METAPHORS AREPOWERFUL THINGSTHAT HELP US MAKESENSE OF THE WORLD.
BUT SOMETIMESMETAPHORS STOPWORKING.   AND LEAD US DOWN           THE WRONG PATHS.
THIS IS ABOUT THREEMETAPHORS THAT ARECENTRAL TO B2B MARKETING.
METAPHORS THATARE BROKEN BUTARE STILL BEINGUSED EVERY DAY.
IT’S IMPORTANT BECAUSEPEOPLE TEND TO FORGETTHAT METAPHORS AREJUST METAPHORS.   SO THEY END UP ACTING                  AS I...
AND THAT LEADS TOLAZY MARKETING.                    MARKETING THAT                    MAKES FATAL                    ASSUM...
THE FIRSTPOISONOUSMETAPHOR…
THE FUNNEL.
IN SOME WAYS,THE FUNNEL ISAN EFFECTIVEMETAPHOR.       AFTER ALL…
THEREARELOTS OFPOTENTIALBUYERS INTHE WORLD…
AND ONLYA FEW OFTHEM KNOWANYTHINGABOUT YOU…
AND EVENFEWERACTUALLYMAKETHEMSELVESKNOWN…
AND EVENFEWERENGAGEWITH YOURSALESPEOPLE…
AND AVERY FEWEND UPBUYING.
SO WHAT’SWRONG WITHTHE FUNNELMETAPHOR?    TWO THINGS.
REAL-WORLDFUNNELS BENEFITFROM GRAVITY.
A FORCE THAT,IF YOU DO NOTHINGAT ALL , COMPELSEVERYTHING PUT INTOTHE TOP TO FLOW OUTTHE BOTTOM.
THE B2B MARKETINGFUNNEL WORKS INEXACTLY THEOPPOSITE WAY.
THE FORCES ACTINGON PROSPECTS TAKETHEM AWAY FROM YOU,NOT CLOSER TO YOU.
B2B MARKETINGFUNNELS SHOULDREALLY BE SHOWNUPSIDE DOWN.
WE NEED TOCOUNTER THENATURAL FORCESTHAT DRIVEPEOPLE AWAYFROM US.
REAL-WORLDFUNNELS ALSOHAVE HARD SIDES.
THERE’S ONLYONE WAY OUT.
B2B MARKETINGFUNNELS DON’TWORK LIKE THAT.
THERE ARETHOUSANDSOF WAYS OUT.               AND ONLY A FEW               THAT LEAD TO YOUR               SALES PEOPLE.
SO IF YOU MARKET AS IFTHERE’S SUCH A THING ASGRAVITY AND BELIEVE THATYOUR MARKETING FUNNELIS HARD TO ESCAPE FROM…YOUR MARK...
ASSUMING THAT PEOPLE WILLTUMBLE DOWN YOUR FUNNELUNTIL THEY BUY SOMETHING ISJUST PLAIN WRONG.                       IT’S JU...
THE SECONDPOISONOUSMETAPHOR…
THE PURCHASEJOURNEY.
YES, PURCHASE PROCESSESARE KIND OF LIKE JOURNEYS.
PEOPLE WHO END UP BUYINGSTARTED OUT REALLY FARAWAY AND NOW THEY’REREALLY CLOSE.                    LOOKS LIKE A           ...
NOPE.REAL-WORLD JOURNEYSHAVE SOME IMPORTANTTHINGS THAT B2B PURCHASEPROCESSES DO NOT.
PEOPLE ON REAL-WORLDJOURNEYS START WITHINTENTIONS.
THEY KNOW WHERE THEYWANT TO GO BEFORE THEYEVEN SET OFF.                   THEY BUY A MAP.                   THEY PACK A LU...
REAL-WORLD JOURNEYSARE SELF-MOTIVATED.              PEOPLE GO PLACES BECAUSE              THEY REALLY WANT TO GET THERE.  ...
IN CONTRAST,B2B PURCHASERSDO NOT INTENDTO BUY YOUR      THEIR MOTIVATIONPRODUCTS.        DOESN’T INCLUDE                 Y...
B2B PURCHASERSARE GROPING AROUNDIN THE DARK.                     THINKING ABOUT                     THEIR OWN             ...
OCCASIONALLY,THEY STUMBLE OVERSOME KIND OF LUMP.                     THAT LUMP                     IS YOU.
THEY MAY OR MAYNOT INVESTIGATETHE LUMP.                  PROBABLY NOT.
IF THEY DO,THEY MAY OR MAYNOT GET IN TOUCH.
AND EVEN IF THEY GETIN TOUCH, THEIR ‘JOURNEY’HAS JUST BEGUN.                       MOST OF THEM                       WILL...
NOW YOU MAY CHOOSETO CALL ALL THIS GROPINGAND STUMBLING A JOURNEY.                     (I WOULDN’T.)
BUT IN B2B, BUYERS ARENOT HEADING YOUR WAYALL ON THEIR OWN.                THEY DON’T HAVE A MAP.                THEY HAVE...
ASSUMING THAT PEOPLEARE ON A JOURNEY TO YOUIS A FATAL ASSUMPTION.                          IT’S JUST A                    ...
THE THIRDPOISONOUSMETAPHOR…
THE “FOLLOWER”.
WHETHER IT’S ON TWITTER ORFACEBOOK OR LINKEDIN OR GOOGLE +,YOUR ‘FOLLOWERS’ AREN’T REALLYFOLLOWING YOU AND THEY’RE NOTYOUR...
THOSE AREMETAPHORS.
IN SOCIAL MEDIA, THERE’SONLY ONE WAY TO GETPEOPLE TO REALLY FOLLOWYOU AND REALLY BE YOURFRIEND AND REALLY INVITEYOU INTO T...
YOU HAVE TO EARN IT.                       WHICH IS A LOT                       HARDER THAN                       GETTING ...
YOUR ‘FOLLOWERS’ ARESTRANGERS WHO HAVEGIVEN YOU – AT BEST –A MICROSECOND EVERYMONTH OR SO TO GET ONTHEIR RADAR.           ...
IF YOU’RE BUSY COUNTINGYOUR FOLLOWERS ANDCOLLECTING ‘LIKES’, YOU’REIGNORING THE THING THATREALLY MATTERS.
THE THING THAT REALLYMATTERS IN SOCIAL MEDIA ISEARNING A REPUTATIONAS AN INTELLIGENT,CONSISTENT, ENTERTAININGSOURCE OF INS...
IF YOU CAN DO THAT, TEN OF YOURFOLLOWERS WILL BE WORTH THEMILLION PHANTOM FANS OF THAT‘PERSONAL BRAND GURU’ WHOPUMPS HIS B...
‘FOLLOWERS’AND ‘FRIENDS’ARE METAPHORS.   LOOK BEHIND YOU.                 SEE ANY EAGER FACES,                 AWAITING YO...
LET’S REVIEW.
FUNNELS AREN’TREALLY FUNNELS.                  THEY DON’T                  HAVE GRAVITY                  AND THEY DON’T   ...
PURCHASE JOURNEYSAREN’T REALLY JOURNEYS.                    YOUR PROSPECTS                    AREN’T SKIPPING             ...
YOUR FOLLOWERSAREN’T REALLY FOLLOWERS.                 THEY’RE JUST PEOPLE WHO                 ARE DESPERATELY LOOKING    ...
SO WHAT DOESTHIS MEAN?
IT MEANS YOU HAVE TOCREATE THE GRAVITYIN THE FUNNEL.                 THE FORCE THAT IMPELS                 PROSPECTS TOWAR...
AND YOU HAVE TOBUILD THE HARDSIDES THAT KEEPPEOPLE ENGAGED.                  MAKING IT HARDER FOR                  THEM TO...
AND YOU HAVE TOTURN THE LIGHTON SO THEY SEEWHERE THEY AREAND WHY THEY      SO THEY STOPNEED YOU.                  GROPING ...
AND YOU HAVETO EARN THEREAL ATTENTIONOF YOUR SOCIALMEDIA CONTACTS.   SO THEY SIT UP                  AND TUNE IN          ...
AND YOU DO ALLTHIS WITH ONEEASY-TO-SAYBUT NOT SOEASY-TO-DELIVERTHING…            DRUM ROLL…
YOU DO IT WITH CLEAR,COMPELLING, INTERESTING,USEFUL, PASSIONATE, FUN,INTELLIGENT, ARTICULATE,BEAUTIFUL, LOGICAL,DISCOVERAB...
CONTENT.
CONTENT THAT HELPSPEOPLE DO THEIR JOBS,SOLVE THEIR PROBLEMS ORSEIZE THEIR OPPORTUNITIES.
THAT’S THE ONLY THINGTHAT FILLS FUNNELS ANDINCITES JOURNEYS ANDINSPIRES FOLLOWERS.
SO DO MORE OF THAT.(AND LESS OFEVERYTHING ELSE).
THANKS FOR CLICKING.
COME AND GET SOME.B2B Content Marketing         The B2B Marketing                  The B2B Content                The Holy...
Upcoming SlideShare
Loading in...5
×

Three Poisonous B2B Marketing Metaphors

41,736

Published on

Three metaphors in B2B content marketing and how they can lead you astray. Content Marketing is guided by the language we use to describe our activities. So metaphors can really shape our thinking. Three in particular are widely used and can be misleading.

Published in: Business
14 Comments
132 Likes
Statistics
Notes
  • The funnel is also wrong because, eventually all the water gets through, if you wait long enough. To be relevant, the funnel should have a series of filters and a way to discharge
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • @John Bottom Well, when I pee, it's transitive.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Excellent stuff Doug. We could argue long and hard about the usefulness of these metaphors, but you are without doubt right to point out their imperfections if that encourages us to be better marketers. The only thing I would really take issue with is whether "pee" is really a transitive verb (slide 35). Now there's an argument worth having.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • @shanx24, you make good points. The importance of consistent, quality, useful content is well known, and a good reminder. The 'poison' was a good hook, and the use of common marketing/sales models made it seem like they were breaking new ground. The 70-odd slides could have been summed up in two:

    1. Having trouble getting noticed and converting?
    2. Produce great content that provides value for potential buyers on a consistent basis.

    The challenge is in delivering the right content through the right channels to reach the right slice of the population. That requires research, testing, creativity and experience.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • It's a nice glib deck, very pretty, but it showcases a very fundamental misunderstanding of funnel as it's used in B2C or any other kind of strategic marketing.

    The loss of customers can happen in any context across any phase of the funnel (as the author contends is the second distinction in B2B).

    Similarly, the up or down focus on B2C vs B2B is an odd contention--the same applies to both. A funnel is neither linear nor unidirectional. It's a way to clarify the path a customer might take on his/her journey, but increasingly the entry and exit can happen anywhere along this journey.

    The other two poisonous metaphors (purchase journey, which is basically a variation of the funnel for anyone who truly groks marketing strategy, and the follower bit) suffer from exactly the same issue. They apply to B2C and B2B.

    A very well done deck but the thinking is missing the plot.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
41,736
On Slideshare
0
From Embeds
0
Number of Embeds
58
Actions
Shares
0
Downloads
828
Comments
14
Likes
132
Embeds 0
No embeds

No notes for slide

Three Poisonous B2B Marketing Metaphors

  1. 1. THREE POISONOUSMETAPHORS INB2B MARKETING.
  2. 2. METAPHORS AREPOWERFUL THINGSTHAT HELP US MAKESENSE OF THE WORLD.
  3. 3. BUT SOMETIMESMETAPHORS STOPWORKING. AND LEAD US DOWN THE WRONG PATHS.
  4. 4. THIS IS ABOUT THREEMETAPHORS THAT ARECENTRAL TO B2B MARKETING.
  5. 5. METAPHORS THATARE BROKEN BUTARE STILL BEINGUSED EVERY DAY.
  6. 6. IT’S IMPORTANT BECAUSEPEOPLE TEND TO FORGETTHAT METAPHORS AREJUST METAPHORS. SO THEY END UP ACTING AS IF THE METAPHORS WERE TRUE.
  7. 7. AND THAT LEADS TOLAZY MARKETING. MARKETING THAT MAKES FATAL ASSUMPTIONS.
  8. 8. THE FIRSTPOISONOUSMETAPHOR…
  9. 9. THE FUNNEL.
  10. 10. IN SOME WAYS,THE FUNNEL ISAN EFFECTIVEMETAPHOR. AFTER ALL…
  11. 11. THEREARELOTS OFPOTENTIALBUYERS INTHE WORLD…
  12. 12. AND ONLYA FEW OFTHEM KNOWANYTHINGABOUT YOU…
  13. 13. AND EVENFEWERACTUALLYMAKETHEMSELVESKNOWN…
  14. 14. AND EVENFEWERENGAGEWITH YOURSALESPEOPLE…
  15. 15. AND AVERY FEWEND UPBUYING.
  16. 16. SO WHAT’SWRONG WITHTHE FUNNELMETAPHOR? TWO THINGS.
  17. 17. REAL-WORLDFUNNELS BENEFITFROM GRAVITY.
  18. 18. A FORCE THAT,IF YOU DO NOTHINGAT ALL , COMPELSEVERYTHING PUT INTOTHE TOP TO FLOW OUTTHE BOTTOM.
  19. 19. THE B2B MARKETINGFUNNEL WORKS INEXACTLY THEOPPOSITE WAY.
  20. 20. THE FORCES ACTINGON PROSPECTS TAKETHEM AWAY FROM YOU,NOT CLOSER TO YOU.
  21. 21. B2B MARKETINGFUNNELS SHOULDREALLY BE SHOWNUPSIDE DOWN.
  22. 22. WE NEED TOCOUNTER THENATURAL FORCESTHAT DRIVEPEOPLE AWAYFROM US.
  23. 23. REAL-WORLDFUNNELS ALSOHAVE HARD SIDES.
  24. 24. THERE’S ONLYONE WAY OUT.
  25. 25. B2B MARKETINGFUNNELS DON’TWORK LIKE THAT.
  26. 26. THERE ARETHOUSANDSOF WAYS OUT. AND ONLY A FEW THAT LEAD TO YOUR SALES PEOPLE.
  27. 27. SO IF YOU MARKET AS IFTHERE’S SUCH A THING ASGRAVITY AND BELIEVE THATYOUR MARKETING FUNNELIS HARD TO ESCAPE FROM…YOUR MARKETING WILL SUCK.
  28. 28. ASSUMING THAT PEOPLE WILLTUMBLE DOWN YOUR FUNNELUNTIL THEY BUY SOMETHING ISJUST PLAIN WRONG. IT’S JUST A METAPHOR.
  29. 29. THE SECONDPOISONOUSMETAPHOR…
  30. 30. THE PURCHASEJOURNEY.
  31. 31. YES, PURCHASE PROCESSESARE KIND OF LIKE JOURNEYS.
  32. 32. PEOPLE WHO END UP BUYINGSTARTED OUT REALLY FARAWAY AND NOW THEY’REREALLY CLOSE. LOOKS LIKE A JOURNEY RIGHT?
  33. 33. NOPE.REAL-WORLD JOURNEYSHAVE SOME IMPORTANTTHINGS THAT B2B PURCHASEPROCESSES DO NOT.
  34. 34. PEOPLE ON REAL-WORLDJOURNEYS START WITHINTENTIONS.
  35. 35. THEY KNOW WHERE THEYWANT TO GO BEFORE THEYEVEN SET OFF. THEY BUY A MAP. THEY PACK A LUNCH. THEY PEE THE KIDS.
  36. 36. REAL-WORLD JOURNEYSARE SELF-MOTIVATED. PEOPLE GO PLACES BECAUSE THEY REALLY WANT TO GET THERE. THEY NEED NO EXTRA INCENTIVE.
  37. 37. IN CONTRAST,B2B PURCHASERSDO NOT INTENDTO BUY YOUR THEIR MOTIVATIONPRODUCTS. DOESN’T INCLUDE YOU (UNLESS YOU DO SOMETHING TO CHANGE THAT).
  38. 38. B2B PURCHASERSARE GROPING AROUNDIN THE DARK. THINKING ABOUT THEIR OWN PROBLEMS.
  39. 39. OCCASIONALLY,THEY STUMBLE OVERSOME KIND OF LUMP. THAT LUMP IS YOU.
  40. 40. THEY MAY OR MAYNOT INVESTIGATETHE LUMP. PROBABLY NOT.
  41. 41. IF THEY DO,THEY MAY OR MAYNOT GET IN TOUCH.
  42. 42. AND EVEN IF THEY GETIN TOUCH, THEIR ‘JOURNEY’HAS JUST BEGUN. MOST OF THEM WILL STILL WANDER OFF.
  43. 43. NOW YOU MAY CHOOSETO CALL ALL THIS GROPINGAND STUMBLING A JOURNEY. (I WOULDN’T.)
  44. 44. BUT IN B2B, BUYERS ARENOT HEADING YOUR WAYALL ON THEIR OWN. THEY DON’T HAVE A MAP. THEY HAVEN’T PACKED LUNCH. THEY DON’T KNOW YOU EXIST.
  45. 45. ASSUMING THAT PEOPLEARE ON A JOURNEY TO YOUIS A FATAL ASSUMPTION. IT’S JUST A METAPHOR.
  46. 46. THE THIRDPOISONOUSMETAPHOR…
  47. 47. THE “FOLLOWER”.
  48. 48. WHETHER IT’S ON TWITTER ORFACEBOOK OR LINKEDIN OR GOOGLE +,YOUR ‘FOLLOWERS’ AREN’T REALLYFOLLOWING YOU AND THEY’RE NOTYOUR ‘FRIENDS’ AND YOU’RE NOTREALLY IN THEIR ‘CIRCLES’.
  49. 49. THOSE AREMETAPHORS.
  50. 50. IN SOCIAL MEDIA, THERE’SONLY ONE WAY TO GETPEOPLE TO REALLY FOLLOWYOU AND REALLY BE YOURFRIEND AND REALLY INVITEYOU INTO THEIR CIRCLES.
  51. 51. YOU HAVE TO EARN IT. WHICH IS A LOT HARDER THAN GETTING THEM TO CLICK ‘FOLLOW’.
  52. 52. YOUR ‘FOLLOWERS’ ARESTRANGERS WHO HAVEGIVEN YOU – AT BEST –A MICROSECOND EVERYMONTH OR SO TO GET ONTHEIR RADAR. THAT’S ALL THEY ARE.
  53. 53. IF YOU’RE BUSY COUNTINGYOUR FOLLOWERS ANDCOLLECTING ‘LIKES’, YOU’REIGNORING THE THING THATREALLY MATTERS.
  54. 54. THE THING THAT REALLYMATTERS IN SOCIAL MEDIA ISEARNING A REPUTATIONAS AN INTELLIGENT,CONSISTENT, ENTERTAININGSOURCE OF INSIGHT.
  55. 55. IF YOU CAN DO THAT, TEN OF YOURFOLLOWERS WILL BE WORTH THEMILLION PHANTOM FANS OF THAT‘PERSONAL BRAND GURU’ WHOPUMPS HIS BANAL EFFLUENT INTOTHE TWEETOSPHERE EVERY HOUR,ON THE HOUR. YOU KNOW THE GUY.
  56. 56. ‘FOLLOWERS’AND ‘FRIENDS’ARE METAPHORS. LOOK BEHIND YOU. SEE ANY EAGER FACES, AWAITING YOUR NEXT POST? I THOUGHT NOT.
  57. 57. LET’S REVIEW.
  58. 58. FUNNELS AREN’TREALLY FUNNELS. THEY DON’T HAVE GRAVITY AND THEY DON’T HAVE HARD SIDES.
  59. 59. PURCHASE JOURNEYSAREN’T REALLY JOURNEYS. YOUR PROSPECTS AREN’T SKIPPING DOWN THE YELLOW- BRICK ROAD TO YOU.
  60. 60. YOUR FOLLOWERSAREN’T REALLY FOLLOWERS. THEY’RE JUST PEOPLE WHO ARE DESPERATELY LOOKING FOR FOLLOWERS.
  61. 61. SO WHAT DOESTHIS MEAN?
  62. 62. IT MEANS YOU HAVE TOCREATE THE GRAVITYIN THE FUNNEL. THE FORCE THAT IMPELS PROSPECTS TOWARDS YOU.
  63. 63. AND YOU HAVE TOBUILD THE HARDSIDES THAT KEEPPEOPLE ENGAGED. MAKING IT HARDER FOR THEM TO WANDER AWAY.
  64. 64. AND YOU HAVE TOTURN THE LIGHTON SO THEY SEEWHERE THEY AREAND WHY THEY SO THEY STOPNEED YOU. GROPING AND STUMBLING AND START LISTENING.
  65. 65. AND YOU HAVETO EARN THEREAL ATTENTIONOF YOUR SOCIALMEDIA CONTACTS. SO THEY SIT UP AND TUNE IN WHEN YOU TWEET.
  66. 66. AND YOU DO ALLTHIS WITH ONEEASY-TO-SAYBUT NOT SOEASY-TO-DELIVERTHING… DRUM ROLL…
  67. 67. YOU DO IT WITH CLEAR,COMPELLING, INTERESTING,USEFUL, PASSIONATE, FUN,INTELLIGENT, ARTICULATE,BEAUTIFUL, LOGICAL,DISCOVERABLE, MAGNETIC…
  68. 68. CONTENT.
  69. 69. CONTENT THAT HELPSPEOPLE DO THEIR JOBS,SOLVE THEIR PROBLEMS ORSEIZE THEIR OPPORTUNITIES.
  70. 70. THAT’S THE ONLY THINGTHAT FILLS FUNNELS ANDINCITES JOURNEYS ANDINSPIRES FOLLOWERS.
  71. 71. SO DO MORE OF THAT.(AND LESS OFEVERYTHING ELSE).
  72. 72. THANKS FOR CLICKING.
  73. 73. COME AND GET SOME.B2B Content Marketing The B2B Marketing The B2B Content The Holy Trinity ofStrategy Checklist Manifesto Marketing Workbook Technology MarketingGreat content marketing A tirade against the A short primer on the single The three questions you havestarts with a sharp content reactionary forces of most important weapon in the to be able to answer (quickly)marketing strategy. This traditional marketing. A wake B2B marketing arsenal: if you’re a B2B marketer. It’sChecklist will help you up call. Okay, a bit of a temper content marketing. It’s hot! pretty simple, really.sharpen yours. tantrum.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×