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Why Internet Marketing kicks B2B’s butt – WIIFM!

I’ve spent some time ruminating about this question – why does it happen…

Scenario A) A company has a great product, a large marketing budget, hires salespeople or distributors, but come up woefully short on sales year to year.

Scenario B) Some upstart company (usually using a substandard website from a single home computer), has an average product, a few hundred dollars of marketing, no salespeople, and drives sales day in, day out.

What is the difference?

WIIFM!

For those of you who don’t know what that acronym stands for – Whats in it for me?

Internet marketing folks know –

They have a short window of opportunity to hit their target in the gut (one click and you’re history).
They know they need a robust database (capture data at every point in the conversation).
They offer something of value (usually at a deep discount to capture contact information).
They need to groom their prospects into customers (usually through systematic drip marketing).
They rarely talk about how great their company is (they let other people do it for them).
They don’t make a big deal about themselves (they know how to be seen without being obvious).
The talk to the customer about their needs and wants (because they know their customer better than they know themselves).
They put the customer behind the wheel (creating ownership and letting the customer solve their own problems, with their help, of course).
They sell the sizzle of the product  (not the steak)
They SOLVE a customer problem (often one they don’t know they have)…

Bottom line, they know their customer inside and out, and solve a problem as a partner, friend or trusted adviser.

There is a factor that B2B marketing managers overlook.  B2B marketing spends thousands of dollars convincing their prospects about how knowledgeable they are.  They “position” themselves as the best solution to the problem.  Rarely do they know what the problem is, just they are the right solution. They SELL, not tell.

Now take a look at your marketing message – how often do you refer to yourself, and how often do you refer to your customer?  Where does the customer see themselves in your marketing message?  Because if they don’t see themselves as a part of the dialog, the chances of you converting the sale is unlikely.

Let me know what you think – how are you marketing yourself?

Betting on Bigger Sales –
Your Marketing Maven,  Christine

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Failure is an exhausting habit

Have you ever spent time ruminating about your mistakes?  Focusing on how you messed up, or worse, lost something near and dear because a personal mistake?  The moment is past, but you are still jailer, judge and jury.  You mete out punishment daily, and fully expect the world to offer the same. Inviting failure back […]

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Houston we have a problem… but I can tell you how to fix it

Happy Sunday readers, I’ve been thinking about Apollo 13 recently.  Rent the movie for the complete story.  Here’s the synopsis: Three astronauts traveling to the moon have a series of problems while on a space mission.  They had to use their wits, and through the power of logic, come up with some creative solutions quick. […]

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Meditation Monday – A little belief goes a long way

Posted by Christine on February 6, 2012 in Motivational Thoughts, Shark Tank Blog, Social Marketing News, Weekly Biz Buzz Blog |

I began thinking about belief last night during the Superbowl.  Anyone who is not a football fan, or doesn’t know the Giant’s motto – Believe.  That’s what they did in spades – Eli and team knew in their minds it was a fact they would come home with the Lombardi trophy.  Congratulations to Big Blue […]

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Rule of Three

Posted by Christine on February 2, 2012 in Motivational Thoughts, New Clients, Shark Tank Blog, Weekly Biz Buzz Blog |

Today I gave someone a task – for the next 30 days think of three things everyday you want to do to have more abundance.  While I wasn’t the creator of this exercise I think it is extremely valuable.  I have to give credit to other personal development coaches such as Tony Robbins and Jack […]

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Step back from the ledge

Posted by Christine on January 26, 2012 in Motivational Thoughts, Shark Tank Blog, Weekly Biz Buzz Blog |

I spent some time today pondering. When I was a kid my friends and I went rock climbing.  The trip up the mountain was scary, and at one point I almost fell backwards onto jagged rocks.  After hours of climbing we made it to the top.  The funny part when we got there, the other […]

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Motivational thought for Friday January 20th.

Posted by Christine on January 20, 2012 in Motivational Thoughts, Shark Tank Blog |

Happy Friday. You’ve designed your present. Whatever you dreamed and focused on in the past has come to be. If you want a different future, think different thoughts, and dream bigger dreams. Nothing is possible without you directing the choices.

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What’s your future plan?

Posted by Christine on January 19, 2012 in Motivational Thoughts |

I had an interesting few days, but I realized one thing…  You can’t wait for someone else to give you a future.  Leave your future in the hands of someone else you might not like the results.    

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Secret to becoming RICH

Posted by Christine on January 11, 2012 in Motivational Thoughts |

Howdee everyone, I had something wonderful happen to me recently that I wanted to share. I have a room in my house which serves many purposes.  It is our guest bedroom, office, art studio, and general junk room.  One of my New Year promises (see I avoided the resolution trap) was to add beauty and […]

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What do you do when you lose it all?

Posted by Christine on December 27, 2011 in Motivational Thoughts |

Hey fellow blog readers… What do you do when you lose it all?  Recently I was thinking that exact thought when I had an electronics meltdown.  My crackberry, computer and email program decided it was time for a permanent vacation.  That’s right we’re talking Chernobyl meltdown.  A permanent loss of all information – then I […]

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