Content Marketing – You Don’t Buy Like That, Why Are You Trying To Sell Like That?


By Don F Perkins

Last year I talked with Mike Volpe and Mark Roberge at Hubspot to find out why companies looking to grow quickly need to focus more on content marketing. Check out this two minute video that asks the pointed question:

You Don’t Buy Like That Anymore, Why Are You Still Trying To Sell Like That?

Me: “For a lot of small to medium size businesses that have traditional sales funnels, we’re talking about a whole different beast. How does Hubspot help those people get to this new model?”

Mike Volpe: “It’s the whole process of inbound marketing. Lot’s of traditional businesses are spending lots of time on cold-calling, doing trade shows, etc. Will all the data we have, and we’ve done multiple surveys of businesses of all sizes – they all say that when they’ve focused on inbound marketing, they’re able to generate more leads at a lower cost. In fact, usually at about 60-62% lower cost! What’s really interesting is that those inbound leads actually close at a higher rate, so they’re lower cost leads but they are also higher quality, because they’re finding you. When you think about it, no one wants to get cold calls anymore. We all screen our calls using caller ID, people are attending fewer trade shows, they’re throwing out more of their direct mail, but you’re still buying things. You’re searching in search engines, you’re asking your friends in social media. We’ve changed how we purchase products, but most companies haven’t changed how they try to sell to people. So what inbound marketing does is it allows you to change your sales and marketing machinery to attract more people, leverage the things that they’re doing to try to find you and purchase your products. So you’re attracting a lot more of them to your company at a much lower cost. It helps you grow faster. It helps you burn less cash. There’s just a ton of benefits to it.”

Mark Roberge: “Said another way, the behavior of the buyer has changed due to the advent of internet. We no longer have to wait for that phone call or that trade show or read our direct mail. We can go to Google and do a search, or we can ask our friends on social media what they think of a product or how they solved a problem. So we have to transform the way we market and sell to align with that. We need to be more about being found.”

Thanks Mike and Mark! Whether a content marketing consultant or a sales person, you might ask yourself the same question: You Don’t Buy Like That, Why Are You Trying To Sell Like That? Take a good look at how you plan, how you prepare, how you engage. Does it sync with the way you buy?

 

 

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  1. #1 by Stephen Lahey on February 2, 2013 - 4:28 pm

    Good information. However, in my executive search business (since 2000) very few decision makers (“hiring managers”) search the Internet for a recruiter to help them fill a position. They choose the recruitment firm that they’ve gotten to know personally over the years. They’ve almost always spoken on the phone, and often in-person, with the recruiter themselves. Perhaps the very sales driven executive search industry is an exception?

  2. #2 by Stephen Lahey on February 2, 2013 - 4:30 pm

    Good information. However, in my executive search business (since 2000) very few decision makers (“hiring managers”) search the Internet for a recruiter to help them fill a position. They choose the recruitment firm that they’ve gotten to know personally over the years. They’ve almost always spoken on the phone, and often in-person, with the recruiter themselves. Perhaps the very sales driven executive search industry is an exception?

    • #3 by Don F Perkins on February 4, 2013 - 2:37 pm

      Stephen,

      Certainly every market has it’s unique twists. I would argue that the hiring managers you speak of, at some point, must have had to learn about these firms they now know and trust somehow. This is where the whole concept of inbound marketing comes into play: For people who don’t know anybody in that industry yet, that thing they need has no trusted authority in their minds, or… that trusted authority they know and love gets bought out and their service turns to crap so they need to find a new trusted authority, etc… Today’s prospects often begin a relationship with your brand online prior to having a need for what you do, or they may happen upon your content and find that it is more suitable or inspiring to them than their old supplier (might create room for doubt of their current supplier.) In any case, whether there is a perceived need for a new supplier or not, inbound marketing and content marketing have a way of breaching the trust barrier that so often keeps buyers and sellers apart, along with creating more brand recognition. Thus the tremendous push by companies to get their online presence into the conversation, regardless of the industry – there are a gazillion reasons to do so.

      Don F Perkins

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