THREEPOISONOUS
METAPHORSIN
B2BMARKETING.
METAPHORSARE
POWERFULTHINGS
THATHELPUSMAKE
SENSEOFTHEWORLD.
BUTSOMETIMES
METAPHORSSTOP
WORKING. ANDLEADUSDOWN
THEWRONGPATHS.
THISISABOUTTHREE
METAPHORSTHATARE
CENTRALTOB2BMARKETING.
METAPHORSTHAT
AREBROKENBUT
ARESTILLBEING
USEDEVERYDAY.
IT’SIMPORTANTBECAUSE
PEOPLETENDTOFORGET
THATMETAPHORSARE
JUSTMETAPHORS. SOTHEYENDUPACTING
ASIFTHEMETAPHORS
WERETRUE.
ANDTHATLEADSTO
LAZYMARKETING.
MARKETINGTHAT
MAKESFATAL
ASSUMPTIONS.
THEFIRST
POISONOUS
METAPHOR…
THEFUNNEL.
INSOMEWAYS,
THEFUNNELIS
ANEFFECTIVE
METAPHOR. AFTERALL…
THERE
ARE
LOTSOF
POTENTIAL
BUYERSIN
THEWORLD…
ANDONLY
AFEWOF
THEMKNOW
ANYTHING
ABOUTYOU…
ANDEVEN
FEWER
ACTUALLY
MAKE
THEMSELVES
KNOWN…
ANDEVEN
FEWER
ENGAGE
WITHYOUR
SALES
PEOPLE…
ANDA
VERYFEW
ENDUP
BUYING.
SOWHAT’S
WRONGWITH
THEFUNNEL
METAPHOR? TWOTHINGS.
REAL-WORLD
FUNNELSBENEFIT
FROMGRAVITY.
AFORCETHAT,
IFYOUDONOTHING
ATALL,COMPELS
EVERYTHINGPUTINTO
THETOPTOFLOWOUT
THEBOTTOM.
THEB2BMARKETING
FUNNELWORKSIN
EXACTLYTHE
OPPOSITEWAY.
THEFORCESACTING
ONPROSPECTSTAKE
THEMAWAY FROMYOU,
NOTCLOSERTOYOU.
B2BMARKETING
FUNNELSSHOULD
REALLYBESHOWN
UPSIDEDOWN.
WENEEDTO
COUNTER THE
NATURALFORCES
THATDRIVE
PEOPLEAWAY
FROMUS.
REAL-WORLD
FUNNELSALSO
HAVEHARDSIDES.
THERE’SONLY
ONEWAYOUT.
B2BMARKETING
FUNNELSDON’T
WORKLIKETHAT.
THEREARE
THOUSANDS
OFWAYSOUT.
ANDONLYAFEW
THATLEADTOYOUR
SALESPEOPLE.
SOIFYOUMARKETASIF
THERE’SSUCHATHINGAS
GRAVITYANDBELIEVETHAT
YOURMARKETINGFUNNEL
ISHARDTOESCAPEFROM…
YOURMARKETINGWILLSUCK.
ASSUMINGTHATPEOPLEWILL
TUMBLEDOWNYOURFUNNEL
UNTILTHEYBUYSOMETHINGIS
JUSTPLAINWRONG.
IT’SJUSTA
METAPHOR.
THESECOND
POISONOUS
METAPHOR…
THEPURCHASE
JOURNEY.
YES,PURCHASEPROCESSES
AREKIND OFLIKEJOURNEYS.
PEOPLEWHOENDUPBUYING
STARTEDOUTREALLYFAR
AWAYANDNOWTHEY’RE
REALLYCLOSE.
LOOKSLIKEA
JOURNEYRIGHT?
NOPE.
REAL-WORLDJOURNEYS
HAVESOMEIMPORTANT
THINGSTHATB2BPURCHASE
PROCESSESDONOT.
PEOPLEONREAL-WORLD
JOURNEYSSTARTWITH
INTENTIONS.
THEYKNOWWHERETHEY
WANTTOGOBEFORETHEY
EVENSETOFF.
THEYBUYAMAP.
THEYPACKALUNCH.
THEYPEETHEKIDS.
REAL-WORLDJOURNEYS
ARESELF-MOTIVATED.
PEOPLEGOPLACESBECAUSE
THEYREALLYWANTTOGETTHERE.
THEYNEEDNOEXTRAINCENTIVE.
INCONTRAST,
B2BPURCHASERS
DONOTINTEND
TOBUYYOUR
PRODUCTS.
THEIRMOTIVATION
DOESN’TINCLUDE
YOU(UNLESSYOU
DOSOMETHINGTO
CHANG...
B2BPURCHASERS
AREGROPINGAROUND
INTHEDARK.
THINKINGABOUT
THEIROWN
PROBLEMS.
OCCASIONALLY,
THEYSTUMBLEOVER
SOMEKINDOFLUMP.
THATLUMP
ISYOU.
THEYMAYORMAY
NOTINVESTIGATE
THELUMP.
PROBABLYNOT.
IFTHEYDO,
THEYMAYORMAY
NOTGETINTOUCH.
ANDEVENIFTHEYGET
INTOUCH,THEIR‘JOURNEY’
HASJUSTBEGUN.
MOSTOFTHEM
WILLSTILL
WANDEROFF.
NOWYOUMAYCHOOSE
TOCALLALLTHISGROPING
ANDSTUMBLINGAJOURNEY.
(IWOULDN’T.)
BUTINB2B,BUYERSARE
NOTHEADINGYOURWAY
ALLONTHEIROWN.
THEYDON’THAVEAMAP.
THEYHAVEN’TPACKEDLUNCH.
THEYDON’TKNOWYOUEXIST.
ASSUMINGTHATPEOPLE
AREONAJOURNEYTOYOU
ISAFATALASSUMPTION.
IT’SJUSTA
METAPHOR.
THETHIRD
POISONOUS
METAPHOR…
THE“FOLLOWER”.
WHETHERIT’SONTWITTEROR
FACEBOOKORLINKEDINORGOOGLE+,
YOUR‘FOLLOWERS’AREN’TREALLY
FOLLOWING YOUANDTHEY’RENOT
YOUR‘FRIENDS’ A...
THOSEARE
METAPHORS.
INSOCIALMEDIA,THERE’S
ONLYONEWAYTOGET
PEOPLETOREALLYFOLLOW
YOUANDREALLYBEYOUR
FRIENDANDREALLYINVITE
YOUINTOTHEIRCIRCLES.
YOUHAVETOEARNIT.
WHICHISALOT
HARDERTHAN
GETTINGTHEM
TOCLICK‘FOLLOW’.
YOUR‘FOLLOWERS’ARE
STRANGERSWHOHAVE
GIVENYOU–ATBEST–
AMICROSECOND EVERY
MONTHORSOTOGETON
THEIRRADAR. THAT’SALL
THEYARE.
IFYOU’REBUSYCOUNTING
YOURFOLLOWERSAND
COLLECTING‘LIKES’,YOU’RE
IGNORINGTHETHINGTHAT
REALLYMATTERS.
THETHINGTHATREALLY
MATTERSINSOCIALMEDIAIS
EARNINGAREPUTATION
ASANINTELLIGENT,
CONSISTENT,ENTERTAINING
SOURCEOFINSIGHT.
IFYOUCANDOTHAT,TENOFYOUR
FOLLOWERSWILLBEWORTHTHE
MILLIONPHANTOMFANSOFTHAT
‘PERSONALBRANDGURU’WHO
PUMPSHISBANALEFFLUENTINTO...
‘FOLLOWERS’
AND‘FRIENDS’
AREMETAPHORS. LOOKBEHINDYOU.
SEEANYEAGERFACES,
AWAITINGYOURNEXTPOST?
ITHOUGHTNOT.
LET’SREVIEW.
FUNNELSAREN’T
REALLYFUNNELS.
THEYDON’T
HAVEGRAVITY
ANDTHEYDON’T
HAVEHARDSIDES.
PURCHASEJOURNEYS
AREN’TREALLYJOURNEYS.
YOURPROSPECTS
AREN’TSKIPPING
DOWNTHEYELLOW-
BRICKROADTOYOU.
YOURFOLLOWERS
AREN’TREALLYFOLLOWERS.
THEY’REJUSTPEOPLEWHO
AREDESPERATELYLOOKING
FORFOLLOWERS.
SOWHATDOES
THISMEAN?
ITMEANSYOUHAVETO
CREATETHEGRAVITY
INTHEFUNNEL.
THEFORCETHATIMPELS
PROSPECTSTOWARDSYOU.
ANDYOUHAVETO
BUILDTHEHARD
SIDESTHATKEEP
PEOPLEENGAGED.
MAKINGITHARDERFOR
THEMTOWANDERAWAY.
ANDYOUHAVETO
TURNTHELIGHT
ONSOTHEYSEE
WHERETHEYARE
ANDWHYTHEY
NEEDYOU.
SOTHEYSTOP
GROPINGAND
STUMBLINGAND
STARTLISTENING.
ANDYOUHAVE
TOEARNTHE
REAL ATTENTION
OFYOURSOCIAL
MEDIACONTACTS. SOTHEYSITUP
ANDTUNEIN
WHENYOUTWEET.
ANDYOUDOALL
THISWITHONE
EASY-TO-SAY
BUTNOTSO
EASY-TO-DELIVER
THING… DRUMROLL…
YOUDOITWITHCLEAR,
COMPELLING,INTERESTING,
USEFUL,PASSIONATE,FUN,
INTELLIGENT,ARTICULATE,
BEAUTIFUL,LOGICAL,
DISCOVERABLE,M...
CONTENT.
CONTENTTHATHELPS
PEOPLEDOTHEIRJOBS,
SOLVETHEIRPROBLEMSOR
SEIZETHEIROPPORTUNITIES.
THAT’STHEONLYTHING
THATFILLSFUNNELSAND
INCITESJOURNEYSAND
INSPIRESFOLLOWERS.
SODOMOREOFTHAT.
(ANDLESSOF
EVERYTHINGELSE).
THANKSFORCLICKING.
COMEANDGETSOME.
B2BContentMarketing
StrategyChecklist
Great content marketing
starts with a sharp content
marketing strate...
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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 in particular are widely used and can be misleading.

Published in: Marketing, Business, Technology
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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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Three Poisonous B2B Marketing Metaphors

  1. 1. THREEPOISONOUS METAPHORSIN B2BMARKETING.
  2. 2. METAPHORSARE POWERFULTHINGS THATHELPUSMAKE SENSEOFTHEWORLD.
  3. 3. BUTSOMETIMES METAPHORSSTOP WORKING. ANDLEADUSDOWN THEWRONGPATHS.
  4. 4. THISISABOUTTHREE METAPHORSTHATARE CENTRALTOB2BMARKETING.
  5. 5. METAPHORSTHAT AREBROKENBUT ARESTILLBEING USEDEVERYDAY.
  6. 6. IT’SIMPORTANTBECAUSE PEOPLETENDTOFORGET THATMETAPHORSARE JUSTMETAPHORS. SOTHEYENDUPACTING ASIFTHEMETAPHORS WERETRUE.
  7. 7. ANDTHATLEADSTO LAZYMARKETING. MARKETINGTHAT MAKESFATAL ASSUMPTIONS.
  8. 8. THEFIRST POISONOUS METAPHOR…
  9. 9. THEFUNNEL.
  10. 10. INSOMEWAYS, THEFUNNELIS ANEFFECTIVE METAPHOR. AFTERALL…
  11. 11. THERE ARE LOTSOF POTENTIAL BUYERSIN THEWORLD…
  12. 12. ANDONLY AFEWOF THEMKNOW ANYTHING ABOUTYOU…
  13. 13. ANDEVEN FEWER ACTUALLY MAKE THEMSELVES KNOWN…
  14. 14. ANDEVEN FEWER ENGAGE WITHYOUR SALES PEOPLE…
  15. 15. ANDA VERYFEW ENDUP BUYING.
  16. 16. SOWHAT’S WRONGWITH THEFUNNEL METAPHOR? TWOTHINGS.
  17. 17. REAL-WORLD FUNNELSBENEFIT FROMGRAVITY.
  18. 18. AFORCETHAT, IFYOUDONOTHING ATALL,COMPELS EVERYTHINGPUTINTO THETOPTOFLOWOUT THEBOTTOM.
  19. 19. THEB2BMARKETING FUNNELWORKSIN EXACTLYTHE OPPOSITEWAY.
  20. 20. THEFORCESACTING ONPROSPECTSTAKE THEMAWAY FROMYOU, NOTCLOSERTOYOU.
  21. 21. B2BMARKETING FUNNELSSHOULD REALLYBESHOWN UPSIDEDOWN.
  22. 22. WENEEDTO COUNTER THE NATURALFORCES THATDRIVE PEOPLEAWAY FROMUS.
  23. 23. REAL-WORLD FUNNELSALSO HAVEHARDSIDES.
  24. 24. THERE’SONLY ONEWAYOUT.
  25. 25. B2BMARKETING FUNNELSDON’T WORKLIKETHAT.
  26. 26. THEREARE THOUSANDS OFWAYSOUT. ANDONLYAFEW THATLEADTOYOUR SALESPEOPLE.
  27. 27. SOIFYOUMARKETASIF THERE’SSUCHATHINGAS GRAVITYANDBELIEVETHAT YOURMARKETINGFUNNEL ISHARDTOESCAPEFROM… YOURMARKETINGWILLSUCK.
  28. 28. ASSUMINGTHATPEOPLEWILL TUMBLEDOWNYOURFUNNEL UNTILTHEYBUYSOMETHINGIS JUSTPLAINWRONG. IT’SJUSTA METAPHOR.
  29. 29. THESECOND POISONOUS METAPHOR…
  30. 30. THEPURCHASE JOURNEY.
  31. 31. YES,PURCHASEPROCESSES AREKIND OFLIKEJOURNEYS.
  32. 32. PEOPLEWHOENDUPBUYING STARTEDOUTREALLYFAR AWAYANDNOWTHEY’RE REALLYCLOSE. LOOKSLIKEA JOURNEYRIGHT?
  33. 33. NOPE. REAL-WORLDJOURNEYS HAVESOMEIMPORTANT THINGSTHATB2BPURCHASE PROCESSESDONOT.
  34. 34. PEOPLEONREAL-WORLD JOURNEYSSTARTWITH INTENTIONS.
  35. 35. THEYKNOWWHERETHEY WANTTOGOBEFORETHEY EVENSETOFF. THEYBUYAMAP. THEYPACKALUNCH. THEYPEETHEKIDS.
  36. 36. REAL-WORLDJOURNEYS ARESELF-MOTIVATED. PEOPLEGOPLACESBECAUSE THEYREALLYWANTTOGETTHERE. THEYNEEDNOEXTRAINCENTIVE.
  37. 37. INCONTRAST, B2BPURCHASERS DONOTINTEND TOBUYYOUR PRODUCTS. THEIRMOTIVATION DOESN’TINCLUDE YOU(UNLESSYOU DOSOMETHINGTO CHANGETHAT).
  38. 38. B2BPURCHASERS AREGROPINGAROUND INTHEDARK. THINKINGABOUT THEIROWN PROBLEMS.
  39. 39. OCCASIONALLY, THEYSTUMBLEOVER SOMEKINDOFLUMP. THATLUMP ISYOU.
  40. 40. THEYMAYORMAY NOTINVESTIGATE THELUMP. PROBABLYNOT.
  41. 41. IFTHEYDO, THEYMAYORMAY NOTGETINTOUCH.
  42. 42. ANDEVENIFTHEYGET INTOUCH,THEIR‘JOURNEY’ HASJUSTBEGUN. MOSTOFTHEM WILLSTILL WANDEROFF.
  43. 43. NOWYOUMAYCHOOSE TOCALLALLTHISGROPING ANDSTUMBLINGAJOURNEY. (IWOULDN’T.)
  44. 44. BUTINB2B,BUYERSARE NOTHEADINGYOURWAY ALLONTHEIROWN. THEYDON’THAVEAMAP. THEYHAVEN’TPACKEDLUNCH. THEYDON’TKNOWYOUEXIST.
  45. 45. ASSUMINGTHATPEOPLE AREONAJOURNEYTOYOU ISAFATALASSUMPTION. IT’SJUSTA METAPHOR.
  46. 46. THETHIRD POISONOUS METAPHOR…
  47. 47. THE“FOLLOWER”.
  48. 48. WHETHERIT’SONTWITTEROR FACEBOOKORLINKEDINORGOOGLE+, YOUR‘FOLLOWERS’AREN’TREALLY FOLLOWING YOUANDTHEY’RENOT YOUR‘FRIENDS’ ANDYOU’RENOT REALLYINTHEIR‘CIRCLES’.
  49. 49. THOSEARE METAPHORS.
  50. 50. INSOCIALMEDIA,THERE’S ONLYONEWAYTOGET PEOPLETOREALLYFOLLOW YOUANDREALLYBEYOUR FRIENDANDREALLYINVITE YOUINTOTHEIRCIRCLES.
  51. 51. YOUHAVETOEARNIT. WHICHISALOT HARDERTHAN GETTINGTHEM TOCLICK‘FOLLOW’.
  52. 52. YOUR‘FOLLOWERS’ARE STRANGERSWHOHAVE GIVENYOU–ATBEST– AMICROSECOND EVERY MONTHORSOTOGETON THEIRRADAR. THAT’SALL THEYARE.
  53. 53. IFYOU’REBUSYCOUNTING YOURFOLLOWERSAND COLLECTING‘LIKES’,YOU’RE IGNORINGTHETHINGTHAT REALLYMATTERS.
  54. 54. THETHINGTHATREALLY MATTERSINSOCIALMEDIAIS EARNINGAREPUTATION ASANINTELLIGENT, CONSISTENT,ENTERTAINING SOURCEOFINSIGHT.
  55. 55. IFYOUCANDOTHAT,TENOFYOUR FOLLOWERSWILLBEWORTHTHE MILLIONPHANTOMFANSOFTHAT ‘PERSONALBRANDGURU’WHO PUMPSHISBANALEFFLUENTINTO THETWEETOSPHEREEVERYHOUR, ONTHEHOUR. YOUKNOWTHEGUY.
  56. 56. ‘FOLLOWERS’ AND‘FRIENDS’ AREMETAPHORS. LOOKBEHINDYOU. SEEANYEAGERFACES, AWAITINGYOURNEXTPOST? ITHOUGHTNOT.
  57. 57. LET’SREVIEW.
  58. 58. FUNNELSAREN’T REALLYFUNNELS. THEYDON’T HAVEGRAVITY ANDTHEYDON’T HAVEHARDSIDES.
  59. 59. PURCHASEJOURNEYS AREN’TREALLYJOURNEYS. YOURPROSPECTS AREN’TSKIPPING DOWNTHEYELLOW- BRICKROADTOYOU.
  60. 60. YOURFOLLOWERS AREN’TREALLYFOLLOWERS. THEY’REJUSTPEOPLEWHO AREDESPERATELYLOOKING FORFOLLOWERS.
  61. 61. SOWHATDOES THISMEAN?
  62. 62. ITMEANSYOUHAVETO CREATETHEGRAVITY INTHEFUNNEL. THEFORCETHATIMPELS PROSPECTSTOWARDSYOU.
  63. 63. ANDYOUHAVETO BUILDTHEHARD SIDESTHATKEEP PEOPLEENGAGED. MAKINGITHARDERFOR THEMTOWANDERAWAY.
  64. 64. ANDYOUHAVETO TURNTHELIGHT ONSOTHEYSEE WHERETHEYARE ANDWHYTHEY NEEDYOU. SOTHEYSTOP GROPINGAND STUMBLINGAND STARTLISTENING.
  65. 65. ANDYOUHAVE TOEARNTHE REAL ATTENTION OFYOURSOCIAL MEDIACONTACTS. SOTHEYSITUP ANDTUNEIN WHENYOUTWEET.
  66. 66. ANDYOUDOALL THISWITHONE EASY-TO-SAY BUTNOTSO EASY-TO-DELIVER THING… DRUMROLL…
  67. 67. YOUDOITWITHCLEAR, COMPELLING,INTERESTING, USEFUL,PASSIONATE,FUN, INTELLIGENT,ARTICULATE, BEAUTIFUL,LOGICAL, DISCOVERABLE,MAGNETIC…
  68. 68. CONTENT.
  69. 69. CONTENTTHATHELPS PEOPLEDOTHEIRJOBS, SOLVETHEIRPROBLEMSOR SEIZETHEIROPPORTUNITIES.
  70. 70. THAT’STHEONLYTHING THATFILLSFUNNELSAND INCITESJOURNEYSAND INSPIRESFOLLOWERS.
  71. 71. SODOMOREOFTHAT. (ANDLESSOF EVERYTHINGELSE).
  72. 72. THANKSFORCLICKING.
  73. 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.
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