Last Friday at the Information Governance Conference 2018, I conducted a Vendor Workshop titled “Stop Wasting Money on Marketing”.
One of the questions that came up and that I hear often was “Since you were an IT Executive Buyer, what would get you to take a meeting? Would it be an email or a webinar?”
Well, here’s the answer I gave.
Unless I knew the person sending the email or if the subject happened to match the big problem I was trying to solve, then that “cold” email was instantly deleted. As for webinars, if your potential buyer is relatively senior at all, they rarely will invest the time for a webinar. Sometimes they will, but it is rare.
So, what can you do?
My recommendation is to contact the influencers on your buyers’ team who he/she listens to. While I was leading the strategy and the teams to manage the information and data for BP from the Gulf Oil Spill I would only meet with potential suppliers and solutions...
Both of these pictures were taken at the same time at the Galleria shopping mall in Houston. The picture on the left is the Microsoft Store and the Apple Store is on the right.
Microsoft Store - no customers and the only people in the store were staff talking to each other. The Apple Store had approximately 30-35 customers in the store when I took this picture. It was bustling with activity.
Why do we see such a difference?
First, Apple has positioned itself as a luxury brand and customers have bought into that positioning. Their products are cool and we like to be seen using their products. Going to the Apple store is fun and we get to see, touch and experience the new Apple products. Plus they have people to help you. Scott Galloway talks about this powerful brand positioning in his great book, "The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google" and why Apple's retail stores are so successful.
On the other hand, Microsoft is not a...
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