Member-only story
I’ve written twice about some of my issues with thought leadership (here and here). My dog woke me up at 4am this morning and admittedly I was mildly hungover when he did that, so I’m not going to super belabor this post. Let’s just get right into it, then get out. Sound good?
The supposed demise of B2B marketing and sales
We’ve been talking about this for years. The core argument is that buyers can learn more online, so the “sales” aspect isn’t necessary.
My two cents: all that’s really changing is funnel entry stage. B2B sales and marketing won’t die. It’s changed, yes, but for it to “die” that would mean websites have to be more effective at conveying information. ROFL. Many websites, including my own, are trash when it comes to that. Something like 70% or more of the websites in the world right now aren’t set up to convert.
“We’ll attract those B2B leads with thought leadership!”
No you won’t. No one gives a flying fuck about your white paper. Your targets including “enterprise C-Suite?” LOL. They ain’t reading that drivel. Want to know what those guys want? Here we go:
