The 7 Most Overlooked Opportunities For B2B Marketers In 2017

Life is hectic when you’re a B2B marketer.

Between attending meetings, planning campaigns, and publishing endless content, you might have trouble keeping up. You barely have time to analyze your own activities – let alone find out what other marketers are doing to succeed.

In the day-to-day rush, you may miss out on chances to engage leads and turn them into customers. Here are seven big opportunities that many B2B marketers overlook:

1. Arming Your Sales Team With The Content They Need To Close Deals

A recent Seismic and MarketingProfs survey found that only 18% of B2B content marketers provide their sales teams with content in an effective manner, as well as ensure that their materials remain updated and on-brand.

Adding to Sales’ frustrations, a CSO Insights survey revealed that only 12% of reps can bring up critical sales material up on their smartphones.

If you don’t have a process to provide reps with the content they need to close deals, your sales cycles will grow longer. The more time reps spend searching for and creating content, the less time they will have to do what they do best – sell.

Equip your reps with content that supports buyers who are in the later stages of the sales process. For example, they may need case studies that provide proof that your products or services deliver results. They may also want content that contains detailed information on your offerings, such as brochures or competitive comparisons.

2. Documenting Your Content Marketing Strategy

According to the 2017 B2B Content Marketing Benchmarks, Budgets, and Trends report, only 37% of B2B companies have a documented content marketing strategy. If you’re not getting the results you want, it might be because you haven’t built your content foundation.

Publishing without a strategy is like taking a road trip without a map. You’re likely to take wrong turns along the way.

Winding road off intot the distance with map showing the way

In addition to a map, you’ll also need a GPS that warns you of upcoming roadblocks and detours. This is because the most successful B2B marketers quickly adjust their content marketing strategy – and get on a better route – when things change.

3. Personalizing Your Existing Content

Gone are the days of one-size-fits-all content. Customers won’t respond unless your content speaks directly to their needs, challenges, and goals.

The demand for personalized content stemmed from the consumer world, where buyers can do everything from view customized Amazon recommendations to pick the exact produce in their organic delivery box.

Eccolo Media found that 48% of B2B buyers consume two-to-five pieces of content before they make a purchasing decision. Meanwhile, TechTarget found that 65% of IT buyers require at least four pieces of content to make a vendor shortlist.

In the B2B space, content personalization can include giving customers relevant white papers, case studies, and email content. And you don’t necessarily need to recreate the wheel to personalize all of your content.

For example, you can take one of your white papers and change parts of it – such as the case studies and introduction – to speak to a different audience.

 

How is “Puffery” Killing Brand Reputations?

For marketers, brand promotions are quite common. While it is imperative to create higher levels of interest among customers and audience, there are times when certain facts and figures are exaggerated and presented in a twisted manner. Brand promotions come in varied shapes and sizes where marketers look to promote the best features, fix negative perceptions and add versions that would pull in more people.

However, quite recently, a negative marketing move is doing rounds which aims at presenting twisted facts about a service or product— in order to lure customers and boost their interest levels. Better termed as ‘Puffery’— this marketing technique is slowly but steadily penetrating the brand vicinities— causing more harm than good.

Puffery— The Definition

Red Bull doesn’t actually give us wings but Puffery is something that makes this statement look catchy and resonating enough. In simpler terms, Puffery is more of a promotional statement that is subjective in nature and shouldn’t be taken seriously. More often than not, Puffery claims a product to the best in the business and things can readily get unbelievable at times.

However, most customers are wise enough to disregard majority of these claims and the only good thing that comes out of Puffery is the fun associated with the statements. Certain brands include the same as slogans which in turn are accepted gleefully. At the end, it all depends on how someone uses Puffery and to what extent things can be stretched— without breaking the ethical barriers.

Why Puffery Still Works?

There are instances when Puffery has been accepted as a necessary evil. This is one marketing trick that still works well— provided the exaggeration isn’t beyond user comprehension. Certain claims which over-emphasize traits are good to look at while there are instances when the wallet gets enticed hearing about the money which can be saved.

Puffery-driven marketing campaigns are small and less complex. Moreover, the slogans associated with them are tempting enough. It must be understood that restrained or moderated Puffery can work well and once things get out of control— the same concept ends up being considered a scam or rather a false advertising campaign.

Enlisting the Legal Issues and Associated Risks

Issues like these have already been vindicated under the ‘Lanham Act’ drafted in 1946. However, most companies have recently adjusted strategies in order to comply with the marketing norms. Even then, violations show up which in turn end up in massive lawsuits.

One such example would be the $13 million lawsuit against Red Bull. While it was certainly not against the ‘Gives You Wings’ slogan, this lawsuit aimed at a claim made by the company— stating that drinking the same improves reaction speeds and even the concentration. While this couldn’t be scientifically proven, the company still believes this to be true.

 

Why Your ABM Strategy Needs a Balanced Approach

So you’ve been tasked with implementing Account-Based Marketing (ABM) into your demand generation strategy this year. How’s it going? Meh…am I right? While ABM does take some time and effort to get off the ground, it’s a proven tactic when applied appropriately within your overall demand gen mix. Unfortunately, a lot of B2B marketers take a narrow minded approach when it comes to executing ABM. Just like every other marketing strategy out there, ABM isn’t a one-size-fits-all approach and it doesn’t only have one runner in the race. Let me explain…

ABM is Not One-Size Fits All

I can’t tell you how many times a day we tell our clients to ‘take a balanced approach’. I feel like my financial planner yelling, diversify, diversify! Essentially, what we mean by diversification is variety—a healthy mix of tactics in your ABM strategy.

There’s this common misconception about ABM out there, that if you rely solely on one tactic, like display advertising or retargeting, you’ll be successful. The truth is, if you put all your budget and effort behind one tactic, chances are, you’re probably not going to see good results. A better approach is to run ABM with a mix of inbound and outbound campaigns. This requires you to choose from a variety of tactics, like webinars, in-person events, email marketing and field marketing initiatives.

Content Powered Account-Based Marketing

Another important tactic you should consider is content marketing. With an ABM approach, you can guarantee your content is exposed to professionals working at your target accounts, while they actively research business-related topics. Here’s an example of what that could look like:

One of your target accounts is on a tech publisher website and in the process of downloading a white paper on “IT Security”. Wouldn’t it be great to say, “Hey, while you’re at it, I think you’d also find my report on “Security Solutions” really interesting, here’s a copy.” Doesn’t that sound perfect?

 

ACN CANADA

ACN Inc is private company, founded in 1992, based in Concord, North Carolina, United States, that retail telecommunication services in MLM (multi level marketing).

It started in 1993 under the name of American Communications Network, later altered it to ACN. It is also present in Canada, Europe markets (Austria, Belgium, Denmark, France, Germany, Ireland, Italy, Norway, Portugal, Spain, Switzerland, and United Kingdom), New Zealand and Australia.

ACN world headquarters is located in Concord, North Carolina, before 2008 it was in Farmington Hills, Michigan. ACN is a member of the Direct Selling Associations and an qualified member of the BBB.

Is ACN a pyramid Scam?
In my outlook ACN is not pyramid Scam. First issue is that ACN is a MLM. Many people think that all MLMs are scams. It is not true, MLMs are legally operating businesses. BUT, some people in MLMs may act dishonest and with no morality at all – they will lie to you in your face, suggest fast riches, and suck you into some schemes for making money of you. This is why legal MLM systems have bad reputations.

What is pyramid scheme?
What is pyramid scheme (snow ball scheme, chain scheme)? It is a scheme in which people pay fee to join, and then earn money from fees of those who have joined. Moreover, there is no selling of real products in the structure, sometimes no product at all, sometimes some ‘fake’ products (like 4 motivating books for $1000 etc).

Why ACN is not a pyramid?
It sells real goods (phone services, video phone, Internet access and more).

What it takes to get started in ACN?
Many ACN reps will enroll anyone into the business. Anyone willing to pay $499 is accepted and makes the rep profit. This is one reason why the drop out rate may be estimated to be more than 50% yearly, some people assume that it is 98%.

Can money be made in ACN?
What is the typical income of ACN rep? That is a hard question. Some reps just join and do almost nothing, so their income is zero (and they have big expenses). Some work hard, use gimmicks and recruit lot of new people and earn substantial income.

Why is it tough to estimate income?
Income rules changes. The percentage of phone bills earned by reps changes. The number of customers you must have to earn bonuses from new reps changes.

Do the math!
The income has a few sources: phone/internet bills some other services and new reps.
First source is small Telecom. The market is very competitive (many different providers) and the percentage of revenue is small (less than 2% usually). How many customers must you have to earn $100 monthly, if you get 1% or 2% of their phone bills? Do the math. If you have 40 customers, with 30$ monthly bill each, that sums up to $1200 in bills. 2% of it would be $24. Monthly.

 

The Insider’s Guide to Why You Can’t Stick to Your Inbound Marketing Strategy

The mantra for the past few years is that content and inbound marketing is the only marketing there is. Any company that wants to stay relevant in the 21st century must execute a comprehensive inbound marketing strategy now.

Then the sales team gets itchy because they need to close sales now. The CFO sees budget going to new marketing campaigns that don’t show any return yet, while tried and true advertising budgets got cut to support inbound campaigns. So now marketing is nervous because they know sales and finance are going to lay it all on the doorstep of the “typical, flaky marketing mumbo-jumbo.”

This, my friends, is the inevitable inbound cluster that will develop if an inbound marketing strategy isn’t brought in with wide buy-in and the understanding that’s a long-term game, not short term quick fix. Here’s how it happens.

You embraced the trend without making fundamental changes

Throwing up a blog and setting up some drip email campaigns are actions without impact if they aren’t supported by a more thoughtful inbound approach. Successful inbound marketing requires a 360-degree view. It starts with researching and understanding your personas and what concerns and drives them. Sure, you have a blog – but is it addressing the questions your market has? It can’t be a resource for them otherwise.

Let’s say your email drip campaign generates a flood of active prospects. Have you worked with sales to ensure they have the content and processes in place to work these prospects? Are you collecting the right information to help sales qualify leads and identify the hottest opportunities?

The point is that inbound isn’t a trend even if it’s trendy. It’s a sophisticated solution that can provide sophisticated results empowering marketing and sales to grow sales and operate more efficiently. But it requires reworking a number of approaches and workflows across departments in order to succeed.

Everyone had unrealistic expectations, including marketing

The most damaging unrealistic expectations marketing teams have about the inbound strategy is the myth that they can “set and forget” a campaign, and it will bring in quality leads, and that if they publish it, leads will come. These unrealistic expectations are what lead marketing teams to embrace the trend without making the fundamental changes, as discussed above.

Unfortunately, marketing can also set unrealistic expectations for sales and finance if it’s not clear about what inbound can achieve if it has the time and resources invested in it. Marketing owns the inbound strategy, so it’s marketing’s responsibility to give the other departments clear and realistic expectations as to what to expect and when.

Inbound marketing success is a long-haul proposition with the potential to achieve serious ROI on the marketing budget and add quantifiable revenue. But a lot of work must occur first before you hit the tipping point where bottom line metrics start showing its impact.

Give the other departments realistic expectations about inbound by mile-stoning different types of metrics. Let them know upfront a timeline of what they can expect to see. The first three months, traffic and inquiry increases may be the success metric. By six months, it may be more leads, with seeing more qualified leads at the nine-month mark.

 

How to Easily Attract Network Marketing Leads

If you are struggling to find network marketing leads, you are not alone. Not that that should give you any comfort, but what may make you feel better is just knowing that there really is a solution. And it is not a complicated solution, either.

If you thought that MLM marketing was easy, you probably have already learned that that could not be further from the truth. While there are many companies that you can join for very low start-up costs, the fact is, you need to know HOW to effectively market your business if you are going to have any success, let alone add MLM reps to your primary business.

Most people just do not succeed in this business because they simply do not have the proper MLM training that teachers them really HOW to get leads. That explains why 97% of network marketers fail.

No matter where you are in this business, the good news is that you can turn things around If you have the desire, commitment and education. That is it! That is really all you need to know. Now, what you do with that information is obviously up to you. When I got started, I knew what I wanted but I was also one of the many who did not have the proper training. And guess what? Yes, I failed. But I did not give up.

 

The #1 Website Metric That B2B Marketers Are Getting Wrong

Boosting website traffic is a top priority for many marketers.

According to the 2017 B2B Content Marketing Benchmarks, Budgets, and Trends Report, 78% of B2B marketers use “website traffic” to measure their content’s success.

While traffic is an important measurement, it often doesn’t correlate with how well your content actually performs. Who is visiting your website and viewing your content? Are they qualified leads or random people? Just because people land on your site, it doesn’t mean you will convert enough of them into customers.

If your traffic isn’t turning into revenue, you may want to focus on other areas.

Understand Your Buyer’s Journey

The B2B buying process is long and complex. Today’s buyers won’t go directly to your site and contact your sales team.

In fact, B2B buyers don’t trust what vendors say about themselves on their websites. They know that your website content will present you in the best light and won’t give them the full picture.

That’s why they turn to other channels before they make a purchasing decision.

According to a LinkedIn study, B2B buyers mainly perform online searches, use social media, and share information across their organization when they are in the pre-purchase phases of the sales cycle. Vendor websites don’t come into play until after customers have made a purchase and are implementing a product.

The Types of Content That B2B Buyers Really Want

B2B buyers use social media and internal information sharing to gather recommendations from their peers.

According to Google, 60% of B2B buyers search for peer reviews and testimonials before they make a purchase. Meanwhile, online reviews firm Software Advice found that buyers who sought feedback from customers before purchasing software were 2.5X more satisfied with their decision than those who failed to take this step.

Since B2B buyers rely heavily on peer recommendations, it’s not surprising that 78% of B2B marketers call case studies their most effective marketing tactic. Customers want to see how their peers use your products and learn about the results they can achieve. When buyers read a case study, they envision themselves in the role of your happy customer.

But buyer’s don’t always want to see these success stories on your website.

How B2B Buyers Perceive ContentHow B2B Buyers Search for Case Studies

When B2B buyers look for customer success stories, they turn to Google.

 

How Snapchat Influencer Marketing Drove a 51% Increase in Sales For L’Oreal

If you were on Snapchat last fall, there’s a chance you saw someone talking about a clay mask.

After all, there were over 2,000 millennial women sharing photos of themselves in the mask and posting review videos.

No, it’s not some new fad. Well, it might be, but it didn’t just happen out of nowhere.

It was a Snapchat marketing campaign that L’Oreal had run to promote its new skincare brand Pure Clay Mask.

The cosmetics giant recently disclosed that their Snapchat efforts, part of a bigger cross-channel influencer campaign, drove over a 51% lift in sales of its clay mask.

How did they do this and what can we learn from this campaign? Let’s take a look:

How It Worked

L’Oreal has long been finding success from leveraging Snapchat’s paid ads, such as vertical video ads and Sponsored Lenses, but this past fall, they turned to influencer agency BzzAgent to test out organic advertising. The two teamed up to produce a wide-scale campaign across various social channels.

To promote L’Oreal’s Pure Clay Mask, the agency put together an influencer marketing program, deploying over 2,000 female influencers to post photos, videos, and reviews across Snapchat, Twitter, Facebook, Instagram, Pinterest, and Youtube.

Across the six channels, the campaign reached over 740,000 consumers, with Snapchat seeing the most activity.

Since Sponsored Lenses, filters that activate in selfie mode and alter your face, can be steep, costing anywhere from $450,000 to $750,000 for several-day events, it’s encouraging to see that influencer marketing can drive just as much if not more ROI than paid ads.

Rebecca Cutbill, a product manager for L’Oreal, told AdWeek that this influencer campaign was actually a test. “We’ll continue to explore Snapchat for everyday influencer campaigns in the future,” she said.

Going Against The Grain

Snapchat wasn’t built to be an influencer marketing channel.

The Snapchat team has been firm on their stance in keeping the platform authentic. Meaning influencers, celebrities, and everyday users all interact the same way. Users with more followers don’t get promoted to some sort of leaderboard or discovery page. Unlike most other social channels which have started to cash in on influencer marketing as a revenue source, the ephemeral messaging app relies on advertising.

On the other hand, Instagram, YouTube, and Twitter often suggest trending content from popular users through push notifications or discovery pages. But Snapchat is all about seeing content from everyone you already follow.

And there’s little to no visibility into your engagement metrics.

But this doesn’t mean that influencer marketing is counterintuitive to Snapchat. Or that L’Oreal’s campaign was just a stroke of luck.

Most influencers build up their presence across several channels. Influencer Lauren Riihimaki, posts DIY content on social as LaurDIY. She has more than five million subscribers on YouTube, two million followers on Twitter and Instagram, and averages 250,000 views per snap on Snapchat.

As a micro-influencer myself, with around 3,600 followers on Instagram, 1,100 followers on Twitter, and 60 views per snap, I see the value in being multi-channel.

The more channels you’re on, the deeper your brand impression is and the greater your reach. After all, 72% of consumers prefer to connect with brands across channels.

Photo from MediaKix

 

Time Hop: Election Day Headlines 2012

Americans from sea to shining sea are gearing up to vote tomorrow. Tensions are higher than they’ve been in a long time, while the mud-slinging is likely to keep up its steady pace until the polls officially close in Hawaii. No one really knows what tomorrow will bring. However, the 2016 US presidential election will be one of the few America has had thus far where election coverage will be continuous — which is to say, we can measure how the major news media outlets are reporting on the election by the minute and up to the loser’s official concession speech (if there is one this year).

One can easily expect that this year’s election day coverage will be every bit as contentious as it has been all year. In September, The Washington Post did an extensive look into tens of thousands of articles written on the two major party candidates. Their findings? Media outlets were covering Donald Trump far more than Hillary Clinton, while coverage was noticeably more positive toward Clinton than for Trump. That said, specific news pieces were either more positive or more negative toward each candidate — a clear indicate of bias.

Here’s our relevant question, however: What were these same outlets saying about the candidates from past elections on election day? And what tone (whether biased or unbiased) should we expect from them this coming election day?

Fox News

Given that Fox News was the furthest right-leaning news organization the Post analyzed, it should come as no surprise that on election day 2012, Fox News was running articles with a bit of an anti-Obama tilt. Real of fake, this particular election-day issue is certainly relevant to the national discussion, but also one that was not covered in some of the more liberal-leaning news organizations. For example, The Washington Post did not actively cover this story in 2012. Indeed, it was primarily covered by more conservative blogs and a few local newspapers.

Can we expect Fox News to report on other issues of a similar nature tomorrow? Most likely. Fox News has put on a full-court press this year in covering election fraud, publishing stories of this nature rather frequently. Chances are high that the news outlet will continue its emphasis on potential election fraud as well as negative stories on Hillary Clinton’s email scandal. Expect more than a few articles related to that topic during the day.

The Weekly Standard

This piece is not quite on election day, but we’ll give a little wiggle room here since it’s from the day before. This article from The Weekly Standard highlights the news outlet’s right-leaning bias, as evidenced by The Washington Post’s data. Here, the outlet publishes a piece declaring a Romney victory. The reason? A tie in some polls leading up to the election. The actual election results were not nearly as close. Barack Obama won the 2012 election by a smaller margin than he did in 2008, but by no real accounts was it “close”. The now outgoing president scored major electoral college victory to win a second term, pulling in 332 electoral votes to Mitt Romney’s 206. Even the popular vote, while closer, was still separated by 5 million votes.

Consequently, The Weekly Standard ran a piece after the 2012 election results decrying it as a “Status Quo Election”:

The Weekly Standard has fallen short of making broad victory predictions this year, which, given the general difficulty in predicting anything this election cycle, is probably a good idea. Chances are good, however, that win or lose, the news outlet’s right-leaning tendencies will continue on this year’s election day.

The Wall Street Journal

The Wall Street Journal came in with the least biased coverage on either major party candidate this year. The slight lean toward Hillary Clinton in favorable sentiments is small enough as to be negligible. So it should come as no surprise that in 2012, WSJ primarily ran with rather unbiased articles on election day. An article on an Obama/Romney deadlock? That’s about as unbiased as one might get in a headline.

In typical Wall Street Journal fashion, the article is loaded with stats and graphs, edging far away from opinion writing and full on the side of good old numbers reporting. It’s likely a fair assumption that WSJ will be focusing solely on numbers this election day, as is also evidenced by the fact that the 127-year-old business-focused newspaper is doing just that a day before the election as well.

The Chicago Tribune

While The Chicago Tribune had election day coverage like everyone else, the news organization took a bit of a high road, choosing instead to emphasize an election day photo gallery of the incumbent President Obama on election day. The Post’s analysis showed the Tribune as one of the least biased, although with a bit of a left-leaning flair.

 

Customer Data Platforms: The Next Big Shift in SaaS Marketing Stacks?

I’m sure you consider yourself data-driven.

You make decisions based on data. Problem is, most companies aren’t using their data to the capacity they could be. It’s almost a universal problem, and it means you’re leaving money on the table.

You see, the current structure of the modern marketing stack leads to a large amount of data fragmentation. As we collect more and more data, it’s becoming increasingly hard to piece together and manage that data, and more importantly, to use that data in real-time to build better campaigns.

A Brief History of Marketing Technology Software

Though it wasn’t intended, the last two articles I wrote on the PlainFlow blog have formed a series:

  • The Modern SaaS Stack and the Unexploited Amount of Data is a walkthrough that shows how companies use Modern SaaS Stack to cover their Marketing/Support/Sales activities from day-0. How their product leaders and CMOs embrace the change adjusting product/marketing strategies based on new technologies.
  • In AI implications on Marketing and Analytics, I placed my considerations explaining how and why Artificial Intelligence (AI) will shape the next generation of Analytics and Marketing SaaS products.

In retrospect, there is a clear thread between the two posts. That thread is what leads me to think that something is changing and today’s’ Marketing SaaS landscape might look like different very soon.

As very often happens, to understand the present, you have to know the past.

Contact Management: The Beginning

Back in 1986 when digital marketing was just taking off, a company called ACT! launched a contact management software. That was designed to allow information storage and manage customer contact information. All manual operations.

7 years later, in 1993, Tom Siebel thought that Oracle (the company where he was employed) could have sold the internal sales application as a standalone product. When Larry Ellison rejected his idea, he left Oracle and created his own company. It didn’t take too long for the Siebel Systems to become the leading provider on the market.

Siebel took off the most important features from the Database Marketing Systems and combined them with contact management solutions software. Et voilà: the first CRM.

Enter Cloud Computing and Marketing Automation at Scale

The industry had to wait for about 4 years to have a new genius disrupting the industry of CRM. His name was Mark Benioff (another former Oracle Executive) and in 1999 he had the pleasure to introduce the business world the first CRM in Cloud. The Salesforce era was only at the beginning.

After that, the adoption of the cloud as a more scalable and cost-effective approach allowed small/medium business to build CRMs around very specific market needs and establish dominance in new vertical segments.

In early 2000, the diffusion of Personal Computers transformed the way users made decisions and the paradigm buyer/seller changed again.

Mark Organ, saw a tiny space in the already very crowded CRM industry and founded Eloqua. It was 2003. Marketing automation (as we know it today) was just born. Eloqua was first the product built by marketers, for marketers. Organizing multi-channel campaigns, segmenting audiences, and distributing personalized content, suddenly appeared to be easy, like never before.

The Marketing Automation industry immediately became such a good opportunity for new businesses. Eloqua was the proof of that. It took less than a couple of years to see the beginning of the dances with the next generation of Marketing Automation Platforms: Marketo, Pardot, ExactTarget, and many others.

In only a few years from its launch, Marketing Automation was already the biggest subset of the whole CRM industry.

Limits and Problems of Marketing Automation

There are, of course, limitations with marketing automation as we know it today. These, in my mind, break down in three ways:

  • Data accessibility
  • Marketing automation fatigue
  • The rise of PQL over MQL model

1. Data Accessibility

Back to those (early) days when Marketing Automation was just born, the world was web-centric. The situation is now completely different from that.

Now users interact with digital products in much more complex and different ways than a decade ago. As I previously explained in this article, the complexity of user interactions and the increasing of medium devices had led to an unusual proliferation of SaaS products vertical on specific markets with specific needs.

The perfect combinations of products with specific features not only is cost saving but can assure a better quality compared to the traditional all-in-one solutions.

SaaS stacks give companies the agility they need to move fast, but often they are the cause of a huge data fragmentation. Valuable customer data is buried in these disconnected tools.

Data continues to be the bedrock of success for a lot of departments in every company, no exception for marketing.

Your marketing is always as good as your data. The more complex your stack is, the more customer data you are spreading across many different tools, and the more time you (or your engineering team) will need to reassemble the puzzle and get a full reasonable picture.

This is a representation of how the data fragmentation will exponentially growth with the complexity of your stack.

In yellow, the “personalization-curve” tells you how much of your data you’re actually exploiting. While the SaaS stack complexity and the data fragmentation increase, you still have the same level of personalization. The huge amount of customer data you’re generating, it’s silo’d in these tools.

The blue intersection points out the “data dead-loss” – data that you have but you can not use.

2. Marketing Automation Fatigue

Recently, I’ve been reading what Highrise CEO Nathan Konty wrote on Signal v. Noise about how they do drip campaigns differently.

What Nathan pointed out is a very common issue with tactic “fatigue” that exists in many fields, like Human Aesthetic, Spoken Languages, or even Cinema. There is no exception for marketing. Andrew Chen explained this as the Law of Shitty Clickthroughs. Basically, a tactic’s effectiveness fades with time as an audience is exposed to it more often. This happens in advertising all the time.

Image Source

This effect is even more clear when it comes down to marketing automation. When every marketing/product team at every company, in every industry adopt the same “best-practices” than those standards progressively lose their efficiency over time.

This “fatigue” has been explained by two psychologists with the Wundt-Berlyne curve.

When a stimulus is unlike anything encountered before, we are dealing with absolute novelty, and we experience pleasure. The hedonic value of a stimulus is regarded as a function, rising to a peak (X1, Optimal level of hedonic value) and then falling progressively to a Disillusion phase (X2).

The arousal is considered to be directly related to the novelty of the stimulus.

Marketing (just like many other industries) constantly needs new triggers to enable innovations and keep the arousal and the perceived hedonic value as much high as possible.