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The multiplier effect (remaking marketing priorities)

by Hank Barnes  |  July 17, 2018  |  Submit a Comment

As digital marketing techniques and options continue to mature and expand, vendors may be missing something.    We get so focused on generating leads, and orient much of our spend here, that we forget how customers move toward buying decisions.  Its summertime, so I figured a reminder might be useful.

B2B Buyers don’t spend most of their “buying time” engaging with vendors or their content.   They are talking to each other (so ABM strategies help here), but also looking to other people that they trust–analysts, press, bloggers, other influencers, and their peers.

If you aren’t directing a non-trivial aspect of your marketing energy, and spend, at these sources of influence, you are missing the opportunity to create powerful, albeit indirect, paths to your prospective customers.



Talk about yourself and you’re on your own.  Get others talking about you and the energy multiplies.

The path to do this isn’t a cake walk, but it’s not impossible.   Identify influencers that matter in your market and for your ideal customers.   Engage with them through stories.  Not product features, but stories of market challenges and opportunities.  As the dialog develops, interest in what you are doing (and more importantly what your customers are doing) to overcome those challenges will grow.  As trust develops, your stories will be shared.

As stories get shared, buzz builds.  As buzz builds, demand generation gets easier.

Do you have an influencer strategy?  Do you have a customer community strategy?  Are you executing against them with the right investment and energy?

Now would be a good time to do a check.

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Category: go-to-market  

Tags: b2b-buying  customer-community  demand-generation  influencer-marketing  

Hank Barnes
VP Distinguished Analyst
6+ years at Gartner
30+ years IT Industry

Hank Barnes explores the dynamics, challenges, and frustrations enterprises face when buying technology products and services. Using that customer-centric lens, he advises those responsible for marketing technology products and services, general managers responsible for product portfolios, and startup CEOs on next practices to drive success for their customers and their business. Read Full Bio

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