The hype around Marketing 2.0 is off the charts. Search, AI, content, inbound, social, email, and all manner of new technology promise riches beyond imagination. Unfortunately, for most companies it's a big waste of time and money.
We can't go into all the reasons here, but the problem is that most marketing tools and techniques today are scams, and you're the victim. Consider just a few examples:
- Companies spend tons of money trying the get on page #1 of Google's search results. But ask yourself: Why are Google's search results even pagenated? Amazon's aren't. Facebook isn't. Neither is LinkedIn. It's a contrived shortage that forces you to bid up the price.
- Of what use is a Marketing Qualified Lead (MQL)? To most salespeople, MQLs are just junk.
- If you use metrics to figure out what's working and what's not working, by definition you've already failed. Measuring failure does not lead to success. Having the right strategy and executing it well, however, do.
- And thinking that you can offload your risk with a pay-for-performance program is just delusional. Ask yourself: If they could really do it, what do they need you for?
The issue isn't that these techniques can't work, it's that the problem is complex. Some vendors claim competence in their piece of the solution, but they point to someone else who's responsible for other critical-path items. Others, such as the performance-based vendors, are simply selling cheap insurance; it's not there when you actually need it. And now you're out of money and time.
Call us. We can help.