SlideShare a Scribd company logo
1 of 73
Download to read offline
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
CHANGETHAT).
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’ ANDYOU’RENOT
REALLYINTHEIR‘CIRCLES’.
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
THETWEETOSPHEREEVERYHOUR,
ONTHEHOUR. YOUKNOWTHEGUY.
‘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,MAGNETIC…
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 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.

More Related Content

More from Michael S Robinson Utah

More from Michael S Robinson Utah (12)

Top 8 house hunting mistakes
Top 8 house hunting mistakesTop 8 house hunting mistakes
Top 8 house hunting mistakes
 
The hidden costs of homeownership
The hidden costs of homeownershipThe hidden costs of homeownership
The hidden costs of homeownership
 
Home buyer mistakes
 Home buyer mistakes Home buyer mistakes
Home buyer mistakes
 
How to prepare your home to sell
How to prepare your home to sellHow to prepare your home to sell
How to prepare your home to sell
 
Real estate sales techniques
Real estate sales techniquesReal estate sales techniques
Real estate sales techniques
 
Real estate financing
Real estate financingReal estate financing
Real estate financing
 
Real estate agent training
Real estate agent trainingReal estate agent training
Real estate agent training
 
Real estate market analysis overview
Real estate market analysis overviewReal estate market analysis overview
Real estate market analysis overview
 
Real estate investment
Real estate investmentReal estate investment
Real estate investment
 
Real estate value
 Real estate value Real estate value
Real estate value
 
The Cost of Being a Real Estate Agent
The Cost of Being a Real Estate AgentThe Cost of Being a Real Estate Agent
The Cost of Being a Real Estate Agent
 
How Big is Facebook Really?
How Big is Facebook Really?How Big is Facebook Really?
How Big is Facebook Really?
 

Recently uploaded

Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
atinukehassan87
 

Recently uploaded (20)

A quick journey across brands, industries and people.
A quick journey across brands, industries and people.A quick journey across brands, industries and people.
A quick journey across brands, industries and people.
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO Results
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundation
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic Visibility
 
Social Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfSocial Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdf
 
The Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionThe Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintAction
 
Top tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdfTop tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdf
 
Sicom a full cycle advertising agency ( Company profile )
Sicom a full cycle advertising agency ( Company profile )Sicom a full cycle advertising agency ( Company profile )
Sicom a full cycle advertising agency ( Company profile )
 
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleBrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
 
How to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyHow to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing Agency
 
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
 
TikTok: The Cultural Revolution in 10 minutes!
TikTok: The Cultural Revolution in 10 minutes! TikTok: The Cultural Revolution in 10 minutes!
TikTok: The Cultural Revolution in 10 minutes!
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive IndustryJesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
 
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a NationThe Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
 
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVRHow Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
 

Three Poisonous B2B Marketing Metaphors