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Tag Archives: Hubspot

Inbound Marketing: all whitepapers gather behind the fence please

“Hey dad, I want you to UNsubscribe us from the ‘Do not call registry'”, my daughter of twelve told me the other day. “Why? Then all these salesmen will start calling us”. “Yeah, but that’s fun, I can verbally abuse them”. Hmmm if this is going to be a hobby for her generation, I presume that Inbound marketing will more easily outrun Outbound marketing than I had expected. In case you are not aware of what Inbound marketing is: it is sharing your personality and knowledge with the world, and make sure that you will be found through social media and Google. Much more effective and much less expensive than advertising and calling. Seth Godin explained it all in his presentation (click here) on a marketing congress in Amsterdam: “I am a marketer, I have money. That gives me the power to interrupt you […] But people are getting better and better at ignoring you”.

Quick dude, money
A lot of companies are switching to Inbound marketing at the moment and are putting content online, if only for the much lower cost than advertising (which comes in handy during an economic crisis). The thing that keeps surprising me is the urge of a lot of ‘inbound marketeers’ to put their content behind a ‘gate’: “You can download my whitepaper, but first you will have to hand over all your personal information, so I can tell in a second how much money I can earn from you”. Still outbound thinking then, because within 5 minutes after the download, you should be called according to the scripts.
Recently I was in a converation on LinkedIn with Bhaskar Sarma, he was surprised about what he called ‘gated content’ and the large amounts of personal information that the content owner gathers before you can enter this gate: “Dude, you will make for a very crappy first date when you ask all these things right after introductions.” According to calculations from marketing guru David Meerman Scott, ‘ungated’ content (no form) is downloaded 20-50 times more often than ‘gated’. But don’t you recognize this? You want to download a whitepaper and fill in a form, but then you think “oh no some salesman will call within five minutes and I am not interested in that”.

Frodo Wolverine?
Bhaskar also decided to only fill in nonsense in the whitepaper-forms from now on: “I am not going to get into details, but let’s just say that there are a lot of Frodo Wolverines with a funny sounding email ID living in 221B Baker Street, Atlantis in a number of customer contact databases”, and apparently a lot of people do this. He also adds that he will ‘lead the dance’: “My inbox has around 4000 unread mails. If I need something, I will mail you and ask for information. I, and most of your prospects, am not into you yet”. So be patient. And patience is not a quality of us marketeers, I noticed earlier, we find that ‘too passive’. The funny thing is that when you search for the terms ‘gated content’, which doesn’t sound very positive, that you see a lot of links of companies that can help you ‘gate’ your content. Apparently it’s a profession, a bit like marketingzoo-caretakers.

Patience in the trashcan
Actually it is very strange that we talk about Inbound marketing, but cannot find the patience to wait for the customer to approach us. The last time I looked, customers had phones that could call, and mailboxes that could mail. But even at the end of an article from Hubspot (click here) that pleaded for removing all gates around content, there was a link to a ‘free e-book’ of David Meerman Scott…but you should fill in  form first…

I believe that Inbound marketing with ‘gated content’ as bait is not REAL Inbound marketing, it’s semi-inbound marketing. With REAL inbound marketing, you trust that the customer will find you when you are being transparent. That you don’t have to hunt or push. And when nobody finds you when you are being transparent, apparently you are doing something that nobody is waiting for. In that case I advise you to stop, it will prevent you from ever having my daughter on the phone.

This post is the fifth chapter of the yet to be written book (click here) about ‘REAL Inbound Marketing’. All comments are welcome!

 

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Telemarketing: let’s all scream!

A funny thing happened a few months ago: a 61 year old German woman blew a telemarketer into the hospital with a small whistle. She was fed up with being cold called, and whistled loudly right down the telephone. She now has to pay a fine of 800 euro’s for the hearing damage at the telemarketer, but she refuses. Actually a very original thing to do, especially for people who don’t know that they can be registered so telemarketers won’t call them. People are sick and tired of us marketers. But there is hope.

Slasher movies
That is what is called Marketing, interrupting people to get attention, or to quote Seth Godin: “I am a marketer, I have money. That gives me the power to interrupt you […] But people are getting better and better at ignoring you”. Actually pretty absurd when you think of it, that we marketers see it as a profession to harrass people. And that we are abhorred by all the ‘rights’ that people have nowadays to protect themselves from us. But nothing will stop us: we will skip around their infofilters, anti-cookies and do-not-call-me-registries, we’ll just start selling at the door again, just like in the old days. Or we will pay their friends to recommend our products, or tweet about it. Isn’t this behavior absurd? Or is it me? It feels obsessive, like the script of a slasher movie, “Here’s Johnny”. Nobody escapes.
A characteristic example of this absurdism is shown in an article about so called ‘ad-blockers’ (browser plugins that hide advertising banners in Google Chrome) and in which a marketer utters the unforgettable words that “consumers of course have a “moral right’ to install ad-blockers, but that these blockers are ‘businesswise not sustainable'”. We marketers want to harass people with our advertisements of course, and all attempt to block this are of course not ‘sustainable’. Duh?

Cold dripping
“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adopt or risk extinction”, Brian Halligen from Hubspot twittered recently. Yet still: if you follow all discussions in the marketing groups on LinkedIn, you will notice that still a lot of marketers want to take this risk at extinction: “Cold acquisition is still the best way to find new customers. People may feel harassed when you call them but in most cases you are bringing them money, arent you? 🙂 “. Notice the smiley at the end: dripping with contempt for the customer. And could you get away with this contempt in the previous century (click here for a nice docu about ‘sales boiler rooms’): we live in a transparant era now!

Jealous husbands
Why is it that we marketers so badly want to interrupt people? Why can’t we just leave them alone, and wait till they come and buy from us? Is it a scream for negative attention? In the last few weeks, I have been in discussions on LinkedIn with people that earn their money with ‘outbound marketing’, and at one moment it struck me: we get impatient if we are not pushing the buttons…Like jealous husbands, we want to know exactly where our customers are, what they are watching, and feel uncomfortable if we cannot find them. We cannot cope with the idea of anonymous people watching our content, we have to know who they are and call them five minutes after downloading our whitepaper (“I just saw that you”…). We cannot leave them alone, we need their money and fast.
A few weeks ago I ordered the long awaited book from Doc Searls about the ‘Intention Economy’. He had already written an impressive article (click here) on his theory in the Harvard Business Review (and I dragged him into a LinkedIn discussion about the subject, click here). In the article, he tells about the future ‘Intention Economy’, when the customer finally has all the power and “tracking customers like animals” no longer makes sense. Consumers ‘throw their intentions in the air’ and potential suppliers can catch them. For us marketers, this means an enormous turnaround in thinking, we will have to learn to be successful in another way… But the beauty of it is: the rest of the world will enjoy too, because we don’t have to bother them any longer.

“Selling starts the moment the customer said ‘no’. When people start ordering blindly, you will not need salesmen anymore“, someone said in a LinkedIn group. Actually a very typical remark, because ‘alas’ we live in a time that customers become more and more independent and mature in the buying process. Be honest: do you still listen to marketers or salesmen when you want to buy something? And what do you do when the commercials start on TV? Wait and listen? Apparantly, the world needs something different. And the whistle market will notice.

This post is the first chapter of the yet to be written book (click here) about ‘REAL Inbound Marketing’. All comments are welcome!

 

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