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The New Rules of Digital Selling

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Speaker 1: H i, thanks for joining me. I'm going to get straight to the point too many businesses who receive investment. Don't make it, and it's because they startup or, or scale up the wrong way. So we had to rewrite the rule book. This is only a short video, but I can assure you you've never had anything like this before. So I'm just going to explain why it doesn't work. And then you'll see why, what I'm suggesting is so important. Over the past 10 years, I've researched and experimented with B2B marketing because we all knew it wasn't working. Business Insights published an article saying that half the reasons behind the failures were marketing related. And this is because CMOs and CEOs have accepted the narrative from the software companies and rely on marketing technology, believing it can replace or enhance engagement, which of course it doesn't.

But marketing automation in itself is flawed. First. It was designed for one-to-one sales journey for business to consumers. It demands a, an email in exchange for content using cookies, something Apple's about to put a stop to, but it also forces and unwanted transaction on the browser. Secondly, you have to use pay-per-click because the content is hidden from the search engines behind a form, so business is are paying for automation software, and pay-per-click yet they stay invisible from any SEO to enable prospects, to find them. Thirdly, marketing technology narrative says marketing what's in a linear fashion, and they keep using a funnel as an illustration and executing one campaign after another, which means they never get to know what works best and forces them to think they need more budget to get more exposure. So the MarTech companies come along and say, to get more exposure, you need to adopt an ABM strategy.

So by this Add-On, but ABM simply creates more of the same one-to-one sales journeys to now communicate to multiple decision makers, which increases the workload, but still without the results. But we all know businesses never buy or research in a straight line or in a linear fashion because we evaluate everything about a company. Then we compare it. Then we decide. So because of misusing automation, marketing fails to deliver the results, forcing the businesses to revert to cold calling with the odds of finding someone interested being about 400 to one. So it's no surprise that the average profit per person per annum stays low at about a hundred grand or so. And to rub salt in the wound recruitment companies and the business press know, the average tenure of CMOs over the past six years is about 18 months. So this keeps leaving businesses high and dry waiting for a replacement CMO to rehash a similar automation strategy because no one knows any better. And then they're back to square one. So what's the answer.

Well, actually you are because you can get to influence how business plans are put together, which is where the problems start. According to gardener, 83% of businesses research digitally before they'll connect with the salesperson. So businesses have to have the right content in a choice of formats because no one can second-guess what someone likes. Now, I want to stop there. What, I've just described right from the beginning, are the accepted business practices for every business out there, but we both know that something like 90% of all businesses fail within 10 years. So, this is the best part of the video and why our approach is, is just so simple it's to prepare all the marketing assets in advance, outsource the content in different formats, focus it on educating prospects and aligned to how the business is buy. And to get exposure, create a program of multiple different adverts posted every day for four weeks, and then repeat the sequence for up to a year or more. I mean, it really is like set and forget. And that's what this is supposed to be like with all this technology available.

After the initial setup and launch, they recruit teams based upon demand and not a budget projection that simply describes every marketing role available. I know it sounds obvious, but the reality is quite shocking. As we know, and the statistics speak for themselves, our approach reduces timescales, reduces risks and increases profitability. And the reason I know this is because I've joined the dots in the first place, which most marketers and CMOs never get to do because of the revolving door process. So where do we go from here? Well, I hope I've got you thinking, hang on a minute. He might have a point here. Maybe we should take a closer look and you can do that by taking a look at our website. I mean, I think you'd be pretty surprised. We've got an amazing and exceptional USP of providing a completed upfront digital media strategy for startups and scale-ups and our approach is a game changer. And it only takes a moments to look at what's been going on in the past to see how important this adjustment is.

It's not based on money or technology it's based upon approaching new business development based upon how people buy and not based upon software. So it'd be great to hear what you think we'd love to work with you at some stage in the future, perhaps, but in the meantime, of course, contact us, follow us or watch us. And as I finish up, the next clip is an intro for our new live show. So maybe you'll join us on there for a chat who knows. We'll see. Anyway, that's it from me? Bye for now. And let's change the statistics in our favor.

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If this page has helped, perhaps there is more we can do?  For starters, why not visit our Digital Selling pages to learn our approach and compare against what you have been told or understand so far.  If you like what you read, let's have a chat about the possibilities for the future.

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The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it. 

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