Cold Calling Is Dead!
Hunt AND Be Hunted
A New Marketing Mindset
For many years we in business have sharpened our skills and tactics for going out and
finding customers. We work hard to impress them (embed our brand) so when they are
ready to buy, they remember us and purchase our product or service. Most of us are
“ We SPEND, pretty good at HUNTING for customers. But by the time we pay the gatekeepers (the
HUNT and HOPE ” Media Barons who control access to the highly sought eyeballs) and all of the costs to
distribute materials, we end up investing a lot of dollars in the name of marketing. In a
“Mass Media Market” that’s the best we have available to us. We SPEND, HUNT and
HOPE (they remember us when it comes time to buy). No wonder the Finance guys hate
Things have changed in the past 2 years. So much so, those same Finance guys are
going to love the new marketer. Web 2.0 has combined with SEO (Search Engine
Optimization) and PPC (Pay Per Click Advertising) tactics to create a whole new
marketing mindset. A new context if you will. Today, when a customer wants to buy, are
they just as likely to Google words and phrases that suit what they are looking for? Are
they open to suggestions from Social media sites and recommendations from their
peers? In most cases they will find what they are looking for on the first page of the
search results, or at least have their short list? How easily can you BE FOUND when your
prospects are looking to buy? Are you making extra effort to BE HUNTED online? Have
you adjusted your marketing thinking to suit the market? the millions of INDIVIDUALS
who are online.
We have also seen a rapid decline in response to telemarketing - no matter the tactics
used. It seems that we used to accept some cold calls just in case we might need that
service or product in the foreseeable future. We would take the call, ask questions,
understand the key issues and file the information away so we could lay our hands on it
when we need it. In 2007 Marketing Sherpa published a study that revealed that 83% of
business purchases were found online. Not all purchased online, but sourced and
researched. So now we know that whatever we want we can Google it and find
everything we need to know quickly and relatively painlessly. There is no need to
entertain cold calls that have nothing to do with the priorities that dominate us today. So
cold calling dies. The only thing that kept it alive was it always produced just enough to
justify the investment. Not any more.
“ 83% of business It is far less expensive to set our products and services up to be easily found when our
prospects are searching for them. But we have to make the mental shift from marketing
found online” in a mass media world and mastering our HUNTING skills, to interacting with millions of
individuals and learning to BE HUNTED. Learning to make ourselves easy to be found.
And make no mistake - it is a completely different context.
As consumers change their habits, we have to adjust our efforts to reach them
effectively. There’s a great example of context shaping actions - from a mass marketing
world that is exactly what we would do - REACH OUR CUSTOMER EFFECTIVELY. In this
Internet based world, we want to listen, engage and have a conversation with people
who are interested in what we produce. new context allows for new actions. New actions
have the possibility of new results. And the early indications are impressive. We are
working smarter instead of harder and producing unprecedented results using:
An eMarketing Planning Process Competitive Online Research
In-depth Site Analysis / Audit Pay Per Click Campaign Management
Search Engine Optimization Link Building & Exchanges
Blog Marketing Content Writing
Social Media Marketing Code Restructuring
Titles/Descriptions/Tags Bots / Texts / Sitemaps
Submissions E-Mail Marketing Campaigns
eReporting And More...
It’s our job to stay on top of industry trends, technological advancements and current
search engine metrics enabling the contents of your website to be visible to the world.
The BFOUND Program takes SEO/PPC and Social Media to new levels of performance.