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Does B2B marketing respect their prospects’ time?

Much of the content B2B marketing produces overpromises and underdelivers – and that seems most likely to happen when we consider company needs before customers

“Caring, when it comes to marketing, is respecting one’s time,” says Gary Vaynerchuk. “I think we don’t respect consumers’ time.”

His comments came in a Big Think interview on YouTube (embedded below) titled, “Unlearn junk marketing, build a dynasty”.

Why does this happen?

He says the things marketing spends too little time on this question: “Will the person on the other side like this [marketing content I’m producing]?”

Now, I’m not a big GaryVee fan, but I think he’s right about this notion.

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Audience identification, which includes understanding their wants and needs, is the theoretical golden first rule of marketing and communications.

However, that’s not what happens in practice. Instead, everything marketing does starts with the number of leads we need to generate, sales to close, or simply because ‘marketing has always done it that way.’

It’s especially true in B2B marketing. I see it all the time.

Consider the following:

  • Much of marketing is based on interruption – cornering people;
  • Email subject lines are manipulative – aiming to trick receivers into opening them; and
  • Content that overpromises and underdelivers – an ebook that offers a theory to marry astrophysics and quantum theory – but falls far short of delivering on that promise.

One survey of B2B technology buyers published recently found that 71% of B2B marketing prospects are disappointed in the content for which they’ve traded their contact information. The result is a loss of trust – which can slow or derail a deal.

B2B marketing prospects today want content that demonstrates a solution provider does the following:

  • Understands their industry;
  • Understands their company; and
  • Is capable of solving their problem.

The only way to do that is to get back to the fundamentals of marketing.

We have got to start with the customer.

The full seven-minute video with Gary’s idea follows below.

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Image credit: DALL-E

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