I hope my physician doesn’t read my blog because I have to confess something; I like bologna. Yes, that cheap, valve-clogging, artery-hardening sandwich meat full of fat and salt and oh so yummy with mustard between some lily white sliced bread. Want to notch it up a bit? Fry it.
Okay, it’s a rarity that I eat it because I know each bite is shortening my life but I’m betting there are closet bologna fans out there that just reading this has their mouth watering. So what does this have to do with marketing, in particular inbound marketing?
There’s a good post over on Duct Tape Marketing, the blog hosted by John Jantsch, entitled “Are You Building Your Business With A Crock-pot or a Microwave?” that talks about how inbound differs from, is better than traditional methods. I agree with the analogy (especially any that uses food/cooking to make the point 🙂 ) and how user expectations have to be tempered. What I would add is that far too many B2B companies won’t reap the benefits of inbound marketing and here’s why.
Inbound marketing or at least the theory and rationale behind it can make it the easiest marketing method to sell and yet it is the most difficult to implement often due to misalignment of expectations between user, seller and administrator. This leads to multiple friction points and well, then things heat up and not in the pleasant way we want or expect like with a crockpot or microwave.
Inbound also ‘suffers’ from the need for patience, a virtue in short support in alot of companies. In business what used to be called FedEx mentality is now E-mail mentality; not just overnight but near instantaneous results expectations and I wish I were exaggerating. The C-suite and sales leadership expect marketing support that can help them deliver on this month’s/quarter’s revenue goal, not 9-12 months out and longer.
Adding to the challenge, some companies exhibit a form of post-Great Recession traumatic shock syndrome whose primary symptom is terminal procrastination about pulling the trigger on serious marketing budget/effort. Then when push comes to shove the demand for results, any results, increases exponentially leading to “haste makes waste” as money/time/resources get thrown at solutions. This can be a real toxic stew for those championing a slow-cook method like inbound.
Instead there’s often a knee-jerk response, defaulting to “proven” methods because primarily they offer the path of least resistance in garnering management support. This is what’s frequently behind the recurrent fallback to outbound marketing practices or worse, pseudo-inbound with half-baked or missing components, while kicking that legitimate inbound “can” down the road.
So what do we end up with for a marketing menu plan? Crockpot? Microwave? Forget it. They take too long. Break out the bologna.
Got a story about how you got your stakeholders to “eat healthy”? We’d love to hear about it.