Recently, marketing guru Seth Godin wrote a blog post on creating viral videos – or, more specifically, why you shouldn’t bother. It’s not because it’s too difficult – it’s just a matter of identifying the right “hooks and tricks.” Your real problem is that determining those hooks and tricks is probably a waste of your time. True, many people consider “going viral” the Holy Grail of digital marketing, but as Godin explains:
“[It’s] so much easier to aim for the smallest possible audience, not the largest, to build long-term value among a trusted, delighted tribe, to create work that matters and stands the test of time.”
This might sound revolutionary to consumer marketers who are often under the gun to create the next big thing and reach as many people as possible, but it makes perfect sense when you think about how B2B works. Consider it: would you rather have hundreds or thousands of leads who drop off after the first touch, or more engagement with your target accounts that helps them move their way through the pipeline?
The answer to that question is a no brainer, but often B2B marketers, under pressure to deliver leads, forget just how small their target audience is. For example, if your company makes a product/service for large businesses in the U.S., you’re only looking at a total of 20,000 companies with $100M or more in revenue. Given that stat, why would you ever try to reach millions?
Still, B2B marketers continue to waste their efforts on campaigns that extend to companies, or individuals, who will never become customers. At Demandbase, we call this “Mass Backwards” marketing. While it’s a little tongue-in-cheek, we think it expresses the problem well. As B2B companies, sometimes we erroneously focus on quantity vs. better quality. We try to reach the masses in the hope of driving up leads when what we really want is to drive quality connections with our specific target accounts.
So how do you go about identifying and marketing to the right accounts? Godin left that part out of his blog post, but fortunately for you, we’ve explained Mass Backwards marketing and its remedy in the video below. We promise the music won’t get stuck in your head all day, but we can’t promise it won’t change the way you think about your marketing strategy.
Written by Jim Hopkins
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