Where ads don’t dare

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A few days ago I was faced with yet another case of lead generation with it startup mindset inserito. The startupper, gritty, asks you: I need to understand how much I can pay a customer. I am writing a few lines to clarify one thing: customers, especially in B2B, are not tomato jars sold by Esselunga.

Some marketing notes:

The product, the price, the brand: we continue to treat digital advertising as a pump of leads, imagining that the funnel (peace to his soul) is activated by Pay per click and in the medium term by SEO and social networks and that, to the sound of subsequent conversions and rates of fall, you get to the sale. Indeed in theory it is so, but in practice we forget a question. Anyone want, want, need this product? If so, does the brand claim its reputation or is it unknown?

The question: the situation of latent demand (my excel is exploding) or overt (I need a data visualization software) makes all the difference in the world. In the first case, the strategy must be of education and culture before aggression of conversion. In the second case, Direct marketing will be ok.

The ads: sometimes relationship selling is the answer. When I read “funnel marketing expert” my nose and ears are bleeding. There are cases, let’s take the example of a management software for marketing agencies, in which events, handshakes and coffee will make you close the “sale in the fat head” of the long queue. There are places where ads don’t dare, not because they don’t work but because simply using the phone and arranging a meeting is much more profitable. If I have to catch a goldfish in a sea of ​​yellow fish, it makes no sense to spend 100 thousand euros on groundbait, it will be better to buy a wetsuit and harpoon and go and get it with the scuba tank.

They may seem at least funny concepts, but three things in digital marketing I understand

  1. People are returning to the value of the relationship. What a test drive caught after an event can do in terms of conversion quality cannot do a lead ads (which will make a lead, but dirtier). The work we are doing with Quintegia in this sense is crazy and makes us learn a lot of things about the world of car dealers
  2. Ads must be there, always open. To push the brand and work on the lead. But they can never replace sales. This is the big bias that marketing for some reason has decided to arrogate to itself. It’s not by paying for funnel-everything software that you can save a salesperson’s salary
  3. Selling is difficult, and tiring. Automatic sales do not exist and, especially in B2B, the first months are the most beautiful ones because it is when saturation arrives, that is when the tide goes down, that you can see who swims without a costume

Time will tell

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