STOP HOPING YOUR IDEAL CUSTOMERS WILL FIND YOU, AND START PURSUING THEM AS MARKETS OF ONE.
“The dominance of short-term perspectives has led to routine decisions in the markets that sacrifice the long-term buildup of genuine value in pursuit of artificial, short-term gains.”
— Al Gore —
Inbound isn’t working out like you expected?
While Al’s quote here was specific to financial markets (an altogether different use of “market”) we believe this statement relates to marketing today.
For many technology companies, the promises of short-term, quick-fixes leveraging inbound, social media, and digital marketing have not born fruit that was promised. Blogging, sharing, and email just aren’t generating the right leads, at the right time—let alone even generating short-term gains.
The reality for companies just like yours is that your industry is probably glutted with content. There are some pretty well-established competitors in your space (and they’re contributing to the content glut), and Google is getting smarter about content every day, making it seemingly impossible to rank in a top position in search.
Software isn’t the answer. Or not all of it. Too long have cloud-based software companies touted the ease of which you can deploy their solutions (“this stuff just works!”), plug in a few variables, and begin “netting” some big fish.
This is, however, unrealistic for companies that have long and complex sales cycles and fragmented decision-making processes. There are so many variables, influencers and channels between your decision maker and your solution, that “quick fix” for a complex problem defies logic. And we haven’t even started talking about the sales side of the equation.
So in a world where everyone is doing content marketing, yet struggling with success, what can you do?