Why B2B marketers need to bet big on ‘The Big Long’

Imagine for a moment that you are not a B2B marketer. Instead, think of yourself as an investor, and ask yourself this: how do you identify great investments? Well, here’s a winning approach learned from watching the movie ‘The Big Short’ over and over again.

First, find a contrarian idea. The Big Short is about five investors who predicted the housing market crash that was the catalyst for the financial crisis of 2008/09, in defiance of conventional wisdom.

Second, make sure you are right by examining the evidence. In the movie, the character played by Steve Carell flew down to Florida to confirm the housing market was, in fact, comprised of sub-prime loans.

Third, be prepared to wait a while. The housing market did not collapse overnight. It took several years for the contrarians to cash in on their investment.

The big long

Let’s return to the world of B2B marketing. If Warren Buffett was a B2B marketer, where would he invest his capital? We’ll tell you where: at the very top of the funnel. In fact, that’s precisely what Warren Buffett does, buying stakes in famous brands like Coca-Cola, Geico and Apple. In B2C and in B2B, brand building might just be the single best investment a business can make.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, content marketing, marketing leaders, future of marketing, marketing tactics, Best tactics marketing, B2B strategy, B2B Sales, Building trust, B2B Brands, Sales Advisors, Hyper personalization, Building Community

B2B selling in 2021 - give me industry expertise over the flawed pursuit of hyper-personalization

Last week, I threw hyper-personalization under the bus (The myth of hyper-personalization - algorithms are still undermining the customer experience). My beef with hyper-personalization raises another question: how should B2B companies approach marketing and sales in 2021?

One of hyper-personalization's biggest drawbacks? Throwing technology at the wrong problem:

Are we really prepared to argue that algorithms are savvy enough to anticipate our needs in a moment-by-moment context?

Is hyper-personalization the right sales and marketing goal?

This personalization obsession has spilled into sales and marketing, with the fantasy that if we present the prospect with the right offer at just the right time (marketing), or send an "intelligent trigger" from our CRM system (sales), we'll magically have ourselves a new customer. Alas, that ambition gets mucked up by the near-irresistable temptation to blast our contacts with spray-and-pray offers hiding under the personalization rationale, but that's a rant already made.

For sales and marketing to earn relevance in today's economy, we need to redefine the problem. I believe this is fundamentally about culture change, not tech.

I have the apparently unfashionable view that marketers need to become educators/content producers with a journalistic bent, while salespeople need to become advisors.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, content marketing, marketing leaders, future of marketing, marketing tactics, Tactical Marketing, Best tactics marketing, B2B strategy, B2B Sales, Building trust, B2B Brands, Sales Advisors, Hyper personalization, Building Community, Opt-in Community

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