Comments on: A Marketer’s Mantra: May All Rivers Flow to You

By: CK

CK — Wed, 15 Nov 2006 04:56:57 +0000

Thanks for the chime-in David and Paul.
David: Yes, this strategy of agencies has worked well for me and creates an ongoing OUTSIDE sales force for me, too. Let them do the work, eh?
Paul: You’re right…the mantra does decrease scatter and SPAM. And speaking of which–when we met up you had some fine thoughts on “what constitutes SPAM” that was very enlightening. I expect to see you start blogging that over in your corner and at BMA’s blog (as well as through your new writing gig over at Mad Ave Journal). Could make for a fine series. Looking forward to that in the near term .

By: Paul McEnany

Paul McEnany — Wed, 15 Nov 2006 01:22:55 +0000

“But here’s the thing, my mantra doesn’t apply solely to consultants, it applies to marketers of ALL products and services (both B2B and B2C).”
Thank You! If all marketers follow this rule, then there’d be a lot less message scattering going on. Works right in line with Godin’s Permission Marketing philosophy. Don’t just seek out customers, do things that make them raise their hands. Nice post.

By: David Reich

David Reich — Tue, 14 Nov 2006 23:46:19 +0000

Good post, ck.
Yes, it would be wonderful if all the leads were inbound. You are right that there must be many “outbound” efforts in order to get inbounds.
As a PR consultant, I’ve found an effective way to get inbound leads is by aligning with other marketing-related businesses — smaller ad agencies and consultants, and letting them offer my firm’s services as an adjunct to what they can offer a client or prospect. To sweeten the deal for the agency, they get a percentage off the top.
They can position me as an affiltate or a partner agency, which explains why we’re not at the same phone number or address.
Over the years, it’s brought me many inbound leads — several of which have turned into clients.

By: CK

CK — Tue, 14 Nov 2006 02:34:56 +0000

Maureen: B2T is a creature that’s truly all its own. It is a challenge when resources are limited, which is why these inbound programs are so vital. Being viewed as an “influencer” (like in your opinion piece) is a great strategy–keep us updated on how that nets into biz for you.
Stephen: Ah, you guru–you say it better than I. Folks, Stephen had a great piece air last week over on MarketingProfs. Check it out at: http://www.marketingprofs.com/6/denny1.asp
Ann: Mantra–mANNtra. Whatever pulls more good fortune to you.
Gav: It does require really thinking through all–so it helps to have a mantra to direct all strategies and tactics.
Kathy: Thanks for reading–what a great comment . It’s easy to get stuck in the “selling band” as you say, but I find it far more productive (and rewarding)to focus on these “think big” programs.

By: Kathy Smith

Kathy Smith — Mon, 13 Nov 2006 22:46:06 +0000

CK
Your post got me at hello…
“Think of it this way: When all rivers flow to you, you’re producing a constant stream of opportunities. But with selling you’re swimming upstream (and at a disadvantage). Instead of focusing on prospects or how many customers you can find…focus on programs that encourage people to find you, or your product.” That is soooo true. As a marketer you are responsible for writing for each company to help bring floods of people to them for their products & services through correct surveys & promotional activities targeted for correct publics. It is your “think big” as source on the writing allowing the stream to flow out. I was stuck in the selling band & it’s true. Thanks for putting it such a workable simple perception.
Kathy

By: Gavin Heaton

Gavin Heaton — Mon, 13 Nov 2006 21:29:19 +0000

CK … do you ever sleep, girl?
This is a great mantra. Obviously you need to be prepared, or to have thought through your services or products, but once you have this you will be more than ready for all those in-bound calls.

By: Ann Handley

Ann Handley — Mon, 13 Nov 2006 19:49:04 +0000

Good advice, CK. I just might borrow that mantra for editorial purposes, at least for new products. In my case, however, I’d term it a mANNtra. (OK, time to take a break from the computer, I think….! Getting a little punchy in Boston…)
: )

By: gianandrea facchini

gianandrea facchini — Mon, 13 Nov 2006 18:26:33 +0000

ck, i love to be surprised!!
but yes, i’m focusing on this aspect because i do not want to become again slave to the wage.

By: Stephen Denny

Stephen Denny — Mon, 13 Nov 2006 17:35:36 +0000

ck: You know, my personal mantra used to be “Just Win, Baby”, a tribute to the great 20th Century philosopher, Al Davis.
Yep, your insight hits us all square in the Kundalini Third Eye — Pull Cures All Ills.
This is not to say that sales is somehow out of the loop, though — their job is to manage the business relationships with your distribution partners. Our jobs, as marketers, is to bring to our distribution partners as many happy, excited, ranting and raving, wallet-in-hand customers as possible.
Said in a more Zen-like way in keeping with the Eastern thought theme of today’s post, the Yin of Sales is sell-in while the Yang of Marketing is sell-through. One cannot work without the other.
This is a very nice touchstone mantra to keep us on track. (Thank you, sensei…)

By: Maureen Rogers

Maureen Rogers — Mon, 13 Nov 2006 15:47:58 +0000

CK – Very interesting post. Obviously the river flowing to you is an ideal, but I’m still trying to wrap my brain around it with respect to may customers (who tend to be small B2B – or B2T(Tech)). Gaining visibility is always a challenge when resources (people and $$$) are limited. The web certainly helps: one of “my companies” (ultra small: 7 employees) just lined up a beta customer who found us after we’d placed an opinion piece in an online pub. We’re now working on more online pubs, letters to the editor, etc. and more SEO than they’ve done in the past.

By: CK

CK — Mon, 13 Nov 2006 15:37:06 +0000

G: we’ve e-mailed a bit about your business focus and I’m particularly fascinated by your cross-cultural angle.
With what your business is providing insofar as a competitive advantage and growth for both Italian and U.S. co’s. I think much of your insight could be marketed in ways to attract more attention about you–and more business to you. Think about programs that give unique value to your audience and then think about who could be your “outside” sales force.
You might just be surprised at how many Italians and Americans will start contacting you (so, inbound) being that you provide them with a way to grow their business across int’l borders.

By: Lewis Green

Lewis Green — Mon, 13 Nov 2006 15:35:44 +0000

CK,
Great strategy. I worked for six years as a freelancer, and it paid my bills and resulted in clients. That was during my youth and my life in Seattle.
Today, in another space and time, it feels too much like working for someone else, and I no longer have the patience for it. That doesn’t diminish the idea that it is a strategy that works.
My alternative to it is to get back to my first loves–writing books and articles and making presentations and offering workshops. It pays less well at first but keeps me in control of the work I choose.

By: CK

CK — Mon, 13 Nov 2006 15:13:07 +0000

Thanks Lewis. Many programs do take time to take hold–absolutely. It takes time for people to get to know you, read your articles, hear of referrals, etc. It can be many months or several years. But…with the right “target” and “program” you can focus on “inbound” from the get-go and reap the rewards rather quickly.
For example, what I did when I started consulting in ‘99 was to think of programs that would net a stream of inbound leads in a few months. I tapped agencies and consultancies as a target audience of mine, instead of just client direct. See, the agencies and consultancies are constantly pitching business (so THEY became my sales force) and many times wind up with too much work for their employed work force. So I focused on an area where many agencies needed to get up-to-speed to compete and produced some pieces of thought leadership that would help them in their pitches and sent to a select few. When they needed the competency, it was a natural fit to bring me on since I provided them value through pieces I sent to them–and they continued to send me projects…so it was an inbound stream.
That program started bearing fruit in 45 days and was my bread and butter for several years.

By: gianandrea facchini

gianandrea facchini — Mon, 13 Nov 2006 14:19:37 +0000

ck, i believe that other than the time factor, this model works well in advanced market (such as us) and in advanced fields (such as hi-tech). i’m not so confident, and it is sad to be said, that in italy it may work as well as for fmcg.

By: Lewis Green

Lewis Green — Mon, 13 Nov 2006 13:27:55 +0000

CK,
Lots of good ideas here and obviously you have placed lots of thought into this. I agree with you…
except, I think, when done correctly marketing working with sales are an unstoppable force and do not need to rely on short-term thinking. (Sales strategic plans do not (should not) include cold calling.)
I use your principal in my business, however, I think using this design usually is a long-term process before the phone rings enough to create livable margins… three to five years is my guess.
What is your experience with the dynamic impact in terms of time?
Can’t wait to visit with you Wednesday!!!