We often find that Marketing blocks social selling projects, which you might find strange.
Marketing surely, of all the departments knows what’s going on out there?
The shift from interruption to permission based marketing.
Or put that another way, the shift from advertising, cold calling and email to using social.
But here’s the rub.
Marketing don’t get it. They don’t understand the world has changed and in fact they are the biggest factor in stopping the change.
Why is this? Talking to a number of people there are several factors:-
- There is a multi-billion business convincing you that nothing has changed. Let’s take email, even the research from email companies show that very few people open spam emails and not that many people open circular emails either. Which is why there is a billion dollar industry on teaching you how to write titles on emails to convince you to open them. That is, manipulating you to open an email, so keep email open rates up. Does anybody actually buy anything after you have been manipulated? Of course not. It’s like lying. But there is never a measure between open rates and revenue. If I told you on a dating app that I was 5 foot 10 and I turned up and I was 5 foot 2, it’s a lie. If I started my relationship with you lying, you know how that will end! I guess that if I sent 1 million emails and 1 was opened, that would justify email marketing?
- They do what they were told when they did their degrees. I am often asked to help students with their dilatations and they always comment that what they are being taught at University is no longer relevant. Gen Z (the same for Millennials) don’t read adverts, the don’t take cold calls. Like me they use standard iPhone functionality that all cold calls go through to voice mail. They generally don’t use email in their personal lives (neither do I) so they don’t get spam emails. If what we are teaching in Universities is no longer relevant, then what was it like, 10, 20 or 30 years ago. We live in a world of “what go you here, won’t get you there”.
- It also means admitting to people that what you have been throwing budget at, hasn’t and does not work. Standing in front of the Board and saying that takes a brave marketer. Having to spend more and more money at advertising to get the same result. Having to spend more and more money on cold calling to get the same result. Trying to find ways to get around GDPR and CCPA. One of our clients did exactly that. And wasn’t fired. In fact, the very opposite, she is seen as showing leadership and has elevated herself in the business. The problem for marketers is that the longer you leave it, the bigger the problem is. Marketers are in denial.
- But Martech is here to save us, I hear you shout. Actually, Martech is a great example of the Billion dollar industry that it clinging onto to the old ways and old days. Email marketing is a great example, nobody is interested in your spam and nobody is interested in your circulars where all you talk about is yourself. So buying an application that can send more and more emails faster and faster seems pointless to us. Albert Einstein’s famous line: “Insanity is doing the same thing over and over again and expecting different results.”
- Could it be empires? We all know in business that empires are important, the budget you have to spend, the number of people you have are important to all leaders, is it important to CMOs. If you have a $100,000 budget and 10 people you are more important than if you have $50,000 budget and 5 people, yes? So when a person says they create more leads for less money, this isn’t going to go down well, is it? I’ve seen many changes in my time and business process change has never gone down well with the middle management. More for less isn’t a message they want to hear. You mean you are going to cut my team and expect more from them? Well actually yes.
- We went into a company recently and they said, they didn’t need our services as they were social selling already. Which is great. So I got them to talk through with me, what they meant with social selling. They said that they created corporate content (all about their products) and sent it to people via inmail. I asked the VP of Sales what he did when he got an inmail and he said “deleted it”, so I asked the Marketing Director what she did when she got an in mail. She said “delete it”
This is why Marketing is Blocking Your Social Selling Project
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