Three Poisonous B2B Marketing Metaphors

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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 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.

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  • Great presentation. Totally agreed with the way you describe B2B marketing as an upside down funnel.
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  • It is marketing advertisement
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  • En la elaboración del plan de mercadeo, campaña o producto los paradigmas no funcionan. Ya saben lo que dicen, ' El que asume ...'. Esta presentación no tiene desperdicio !!!!
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  • 1. THREEPOISONOUS METAPHORSIN B2BMARKETING.
  • 2. METAPHORSARE POWERFULTHINGS THATHELPUSMAKE SENSEOFTHEWORLD.
  • 3. BUTSOMETIMES METAPHORSSTOP WORKING. ANDLEADUSDOWN THEWRONGPATHS.
  • 4. THISISABOUTTHREE METAPHORSTHATARE CENTRALTOB2BMARKETING.
  • 5. METAPHORSTHAT AREBROKENBUT ARESTILLBEING USEDEVERYDAY.
  • 6. IT’SIMPORTANTBECAUSE PEOPLETENDTOFORGET THATMETAPHORSARE JUSTMETAPHORS. SOTHEYENDUPACTING ASIFTHEMETAPHORS WERETRUE.
  • 7. ANDTHATLEADSTO LAZYMARKETING. MARKETINGTHAT MAKESFATAL ASSUMPTIONS.
  • 8. THEFIRST POISONOUS METAPHOR…
  • 9. THEFUNNEL.
  • 10. INSOMEWAYS, THEFUNNELIS ANEFFECTIVE METAPHOR. AFTERALL…
  • 11. THERE ARE LOTSOF POTENTIAL BUYERSIN THEWORLD…
  • 12. ANDONLY AFEWOF THEMKNOW ANYTHING ABOUTYOU…
  • 13. ANDEVEN FEWER ACTUALLY MAKE THEMSELVES KNOWN…
  • 14. ANDEVEN FEWER ENGAGE WITHYOUR SALES PEOPLE…
  • 15. ANDA VERYFEW ENDUP BUYING.
  • 16. SOWHAT’S WRONGWITH THEFUNNEL METAPHOR? TWOTHINGS.
  • 17. REAL-WORLD FUNNELSBENEFIT FROMGRAVITY.
  • 18. AFORCETHAT, IFYOUDONOTHING ATALL,COMPELS EVERYTHINGPUTINTO THETOPTOFLOWOUT THEBOTTOM.
  • 19. THEB2BMARKETING FUNNELWORKSIN EXACTLYTHE OPPOSITEWAY.
  • 20. THEFORCESACTING ONPROSPECTSTAKE THEMAWAY FROMYOU, NOTCLOSERTOYOU.
  • 21. B2BMARKETING FUNNELSSHOULD REALLYBESHOWN UPSIDEDOWN.
  • 22. WENEEDTO COUNTER THE NATURALFORCES THATDRIVE PEOPLEAWAY FROMUS.
  • 23. REAL-WORLD FUNNELSALSO HAVEHARDSIDES.
  • 24. THERE’SONLY ONEWAYOUT.
  • 25. B2BMARKETING FUNNELSDON’T WORKLIKETHAT.
  • 26. THEREARE THOUSANDS OFWAYSOUT. ANDONLYAFEW THATLEADTOYOUR SALESPEOPLE.
  • 27. SOIFYOUMARKETASIF THERE’SSUCHATHINGAS GRAVITYANDBELIEVETHAT YOURMARKETINGFUNNEL ISHARDTOESCAPEFROM… YOURMARKETINGWILLSUCK.
  • 28. ASSUMINGTHATPEOPLEWILL TUMBLEDOWNYOURFUNNEL UNTILTHEYBUYSOMETHINGIS JUSTPLAINWRONG. IT’SJUSTA METAPHOR.
  • 29. THESECOND POISONOUS METAPHOR…
  • 30. THEPURCHASE JOURNEY.
  • 31. YES,PURCHASEPROCESSES AREKIND OFLIKEJOURNEYS.
  • 32. PEOPLEWHOENDUPBUYING STARTEDOUTREALLYFAR AWAYANDNOWTHEY’RE REALLYCLOSE. LOOKSLIKEA JOURNEYRIGHT?
  • 33. NOPE. REAL-WORLDJOURNEYS HAVESOMEIMPORTANT THINGSTHATB2BPURCHASE PROCESSESDONOT.
  • 34. PEOPLEONREAL-WORLD JOURNEYSSTARTWITH INTENTIONS.
  • 35. THEYKNOWWHERETHEY WANTTOGOBEFORETHEY EVENSETOFF. THEYBUYAMAP. THEYPACKALUNCH. THEYPEETHEKIDS.
  • 36. REAL-WORLDJOURNEYS ARESELF-MOTIVATED. PEOPLEGOPLACESBECAUSE THEYREALLYWANTTOGETTHERE. THEYNEEDNOEXTRAINCENTIVE.
  • 37. INCONTRAST, B2BPURCHASERS DONOTINTEND TOBUYYOUR PRODUCTS. THEIRMOTIVATION DOESN’TINCLUDE YOU(UNLESSYOU DOSOMETHINGTO CHANGETHAT).
  • 38. B2BPURCHASERS AREGROPINGAROUND INTHEDARK. THINKINGABOUT THEIROWN PROBLEMS.
  • 39. OCCASIONALLY, THEYSTUMBLEOVER SOMEKINDOFLUMP. THATLUMP ISYOU.
  • 40. THEYMAYORMAY NOTINVESTIGATE THELUMP. PROBABLYNOT.
  • 41. IFTHEYDO, THEYMAYORMAY NOTGETINTOUCH.
  • 42. ANDEVENIFTHEYGET INTOUCH,THEIR‘JOURNEY’ HASJUSTBEGUN. MOSTOFTHEM WILLSTILL WANDEROFF.
  • 43. NOWYOUMAYCHOOSE TOCALLALLTHISGROPING ANDSTUMBLINGAJOURNEY. (IWOULDN’T.)
  • 44. BUTINB2B,BUYERSARE NOTHEADINGYOURWAY ALLONTHEIROWN. THEYDON’THAVEAMAP. THEYHAVEN’TPACKEDLUNCH. THEYDON’TKNOWYOUEXIST.
  • 45. ASSUMINGTHATPEOPLE AREONAJOURNEYTOYOU ISAFATALASSUMPTION. IT’SJUSTA METAPHOR.
  • 46. THETHIRD POISONOUS METAPHOR…
  • 47. THE“FOLLOWER”.
  • 48. WHETHERIT’SONTWITTEROR FACEBOOKORLINKEDINORGOOGLE+, YOUR‘FOLLOWERS’AREN’TREALLY FOLLOWING YOUANDTHEY’RENOT YOUR‘FRIENDS’ ANDYOU’RENOT REALLYINTHEIR‘CIRCLES’.
  • 49. THOSEARE METAPHORS.
  • 50. INSOCIALMEDIA,THERE’S ONLYONEWAYTOGET PEOPLETOREALLYFOLLOW YOUANDREALLYBEYOUR FRIENDANDREALLYINVITE YOUINTOTHEIRCIRCLES.
  • 51. YOUHAVETOEARNIT. WHICHISALOT HARDERTHAN GETTINGTHEM TOCLICK‘FOLLOW’.
  • 52. YOUR‘FOLLOWERS’ARE STRANGERSWHOHAVE GIVENYOU–ATBEST– AMICROSECOND EVERY MONTHORSOTOGETON THEIRRADAR. THAT’SALL THEYARE.
  • 53. IFYOU’REBUSYCOUNTING YOURFOLLOWERSAND COLLECTING‘LIKES’,YOU’RE IGNORINGTHETHINGTHAT REALLYMATTERS.
  • 54. THETHINGTHATREALLY MATTERSINSOCIALMEDIAIS EARNINGAREPUTATION ASANINTELLIGENT, CONSISTENT,ENTERTAINING SOURCEOFINSIGHT.
  • 55. IFYOUCANDOTHAT,TENOFYOUR FOLLOWERSWILLBEWORTHTHE MILLIONPHANTOMFANSOFTHAT ‘PERSONALBRANDGURU’WHO PUMPSHISBANALEFFLUENTINTO THETWEETOSPHEREEVERYHOUR, ONTHEHOUR. YOUKNOWTHEGUY.
  • 56. ‘FOLLOWERS’ AND‘FRIENDS’ AREMETAPHORS. LOOKBEHINDYOU. SEEANYEAGERFACES, AWAITINGYOURNEXTPOST? ITHOUGHTNOT.
  • 57. LET’SREVIEW.
  • 58. FUNNELSAREN’T REALLYFUNNELS. THEYDON’T HAVEGRAVITY ANDTHEYDON’T HAVEHARDSIDES.
  • 59. PURCHASEJOURNEYS AREN’TREALLYJOURNEYS. YOURPROSPECTS AREN’TSKIPPING DOWNTHEYELLOW- BRICKROADTOYOU.
  • 60. YOURFOLLOWERS AREN’TREALLYFOLLOWERS. THEY’REJUSTPEOPLEWHO AREDESPERATELYLOOKING FORFOLLOWERS.
  • 61. SOWHATDOES THISMEAN?
  • 62. ITMEANSYOUHAVETO CREATETHEGRAVITY INTHEFUNNEL. THEFORCETHATIMPELS PROSPECTSTOWARDSYOU.
  • 63. ANDYOUHAVETO BUILDTHEHARD SIDESTHATKEEP PEOPLEENGAGED. MAKINGITHARDERFOR THEMTOWANDERAWAY.
  • 64. ANDYOUHAVETO TURNTHELIGHT ONSOTHEYSEE WHERETHEYARE ANDWHYTHEY NEEDYOU. SOTHEYSTOP GROPINGAND STUMBLINGAND STARTLISTENING.
  • 65. ANDYOUHAVE TOEARNTHE REAL ATTENTION OFYOURSOCIAL MEDIACONTACTS. SOTHEYSITUP ANDTUNEIN WHENYOUTWEET.
  • 66. ANDYOUDOALL THISWITHONE EASY-TO-SAY BUTNOTSO EASY-TO-DELIVER THING… DRUMROLL…
  • 67. YOUDOITWITHCLEAR, COMPELLING,INTERESTING, USEFUL,PASSIONATE,FUN, INTELLIGENT,ARTICULATE, BEAUTIFUL,LOGICAL, DISCOVERABLE,MAGNETIC…
  • 68. CONTENT.
  • 69. CONTENTTHATHELPS PEOPLEDOTHEIRJOBS, SOLVETHEIRPROBLEMSOR SEIZETHEIROPPORTUNITIES.
  • 70. THAT’STHEONLYTHING THATFILLSFUNNELSAND INCITESJOURNEYSAND INSPIRESFOLLOWERS.
  • 71. SODOMOREOFTHAT. (ANDLESSOF EVERYTHINGELSE).
  • 72. THANKSFORCLICKING.
  • 73. COMEANDGETSOME. B2BContentMarketing StrategyChecklist Great content marketing starts with a sharp content marketing strategy. This Checklist will help you sharpen yours. TheB2BMarketing Manifesto A tirade against the reactionary forces of traditional marketing. A wake up call. Okay, a bit of a temper tantrum. TheB2BContent MarketingWorkbook A short primer on the single most important weapon in the B2B marketing arsenal: content marketing. It’s hot! TheHolyTrinityof TechnologyMarketing The three questions you have to be able to answer (quickly) if you’re a B2B marketer. It’s pretty simple, really.