Fact: The nature of the pitch / buy has changed. Deal with it.
Consumed => “Pitching Is Dead: Try Content Marketing Instead” by Scott Abel on EContent Magazine.
I’m not so sure the title is right but the idea is spot on. What still-too-many “traditional” marketers, SMBs and even larger brands haven’t yet grasped is that the nature of “the pitch” (if you will) has changed. You can’t just say X. That X has to be backed by Y and Z actions. Buyers want proof. They want transparency and authenticity. A traditional one-directional pitch no longer gives them the level of confidence they want and need.
For example, I have a client I do a bit of PPC for. They refuse to have a blog. They refuse to tweak the site to be more “conversion friendly”. They barely use social media. Well, I’m sure you can see where this story is going, eh? It’s as if they / he are in denial about where buyer expectations are for the type of (B2B) services they provide. On occasion, I’ve even forward links to similar companies / competitors to demonstrate where the market’s expectations are. Still, nuttin’.
I don’t get it. Do you?