Ad-agency veteran Bob Hoffman has been pointing out the pains of the marketing industry since he sold his firm in 2013 after 22 years at the helm.
He reckons that marketers have got it wrong on brands, on digital, and on age targeting.
I reckon even he is missing the biggest delusion, that marketing can make any kind of difference on it's own. It can't.
Buyers don't want to be marketed at, or sold to, they just want to be served. That service really breaks down to help. If we can help, then they can buy. A fair exchange happens, and then maybe we can repeat it or get introduced to someone else who needs the same help.
The clearest measure of this is the traditional break down between Marketing and Sales. This next bit is not anecdotal: in a well respected study, ran over 2 years, it was found that 90% of the leads that were generated by Marketing, never get called by Sales.
Every business we talk to feels the same problem, and we all turn a blind eye. Why?
Marketing and Sales absolutely have to be integrated to meet buyers and serve them what they want, when they want it. Whether thats online, over the phone, or face to face.
If you recognise that your Sales team don't always follow up every lead that Marketing generates, then I'd like to talk with you about how you can solve the problem.
In the meantime, enjoy Bob's rant.
“Marketers are pouring more and more money into online advertising. They don’t know what they’re buying, they don’t know who they’re buying it from. They don’t know what they’re getting, they don’t know how much they’re paying. If there’s a better definition of being on Mars, I’d like to hear what it is,” he said.