Worry Less about being Heard
Posted by August 11th 10
How to help your buyers engage and self-educate? We asked Tom Scearce "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?". Tom Scearce is the founder of Scearce Market Development and a 15-year marketing and sales veteran of leading media, technology, and business services companies.
Tom Scearce
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"Worry less about being heard and more about helping buyers talk. "
Tom Scearce's Marketing Prediction for 2010
Continued micro-fragmentation in online media consumption will reveal deep flaws throughout the B2B demand generation value chain. Buyers, already budget-constrained and under-staffed, will be overwhelmed by terabytes of low-value content published/re-published by armies of self-branded experts. Traditional online ad publishers will face pressure to maintain adequate lead quality and volume. Vendors will adapt, or not. CMOs will be asked to extract sales-ready pipeline from the demand gen equivalent of oil shale. Sales leaders will see their teams struggle more than ever to distinguish between opportunities, prospects, suspects, and noise.
Tom Scearce's Marketing Action for 2010
- Content Creation - Start with the assumption that your audience has no time for you and work from there. Get back to fundamentals – simplify/clarify your value proposition, messaging, and positioning. Can you engage your target audience in 140 characters? 30 seconds? In one image / slide?
- Audience Development - Put the social media “expert” movement to work for you. Look for opportunities to facilitate/sponsor an important (online) discussion in your industry. The audience that experts bring to this conversation, and the creds that accrue to your brand as the sponsor, will be the rewards you reap for helping buyers to engage and self-educate.
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