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The Day Ethics in Marketing Died

The Day Ethics in Marketing Died

by Tim Hughes | @Timothy_Hughes | LinkedIn

This week I spoke at a Martch conference, I have to be honest I’m not a big fan of Martech, which if you didn’t know is short for Marketing Technology.

Martech in my view isn’t actually an advance, it is actually a backward step, why is this?

We all hate interrupt and broadcast marketing, nobody gets up in the morning and says “today I’m looking forward to being pitched at”

In my presentation I asked the audience of about 250 to stand up. Then I asked them to sit down if they remember the last three adverts they had seen. Of course nobody sat down. We all hate adverts. We fast forward through the ads on the TV, we switch radio stations when the ads come on. The way we work today is we filter this stuff out as noise. 

Following my presentation, I then had to sit through a presentation from Sky about how they serve ads to me, the presentation was applauded as grown breaking. Have you spotted the problem yet?

Like corporate content where companies tell us how great they are, how brilliant their founders are, how they are number one, how they are are the market leaders. We don’t care and just filter it out, again, just like adverts it’s noise.

So What has this got to do with Martech?

Well Martech, is basically analogue techniques in a digital world.

When I started work, we had a typing pool, I remember probably 5 years later my first 386 laptop with Amipro. (We had Amipro as the IT department said that Microsoft Word will never catch on.) My art in sales was crafting letters. It was years before email became accepted as a mechanism to communicate. At the Martech conference, the Forrester speaker recalled when the internet came out she put in a business case for a Financial Services company to register their web domain. The Board rejected it. I have a friend who submitted to a Board the business case for an email system. It was rejected. In both cases the internet and email were seen as “flash in the pan” and they will never catch on.

It is against this backdrop of the analogue world that Martech is basically an ability to send more and more emails. Or you can get software that will go out and find details or articles on a person or company you are going to visit. In this case it’s just automating what we can do already. None of this is new and none of this is amazing.

But of course, these systems and data can give you power.

Spiderman said “with great power comes great responsibility”. So back to the speaker from Sky.

The speaker from Sky, the UK Satellite TV Broadcaster said with great pride. Even though we have customers that have opted out. So they have ticked boxes that say, they don’t want to be called, they don’t wanted to be emailed and don’t want to be approached by any marketing means. In other words, they won’t to be left alone.

Sky, through their Adobe Martech system and buy data so they can track customers down on social networks and serve them ads.

I was opened mouthed. Have people lost their minds? You mean you are telling me that I have told you I don’t want to be bothered but you are hunting me down on social and bothering me.

This is of course, the same audience that I asked to stand up and sit down if they remember the last three ads and nobody sat down. It’s like saying you are a vegetarian restaurant but then saying you will cook me veal if i wanted it.

This flagrant pissing off or people is unethical and has to stop!

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The Importance of your micronetwork.

The Importance of your micronetwork.

by Alex Low | @Alexander_Low | LinkedIn

With 590million members on LinkedIn sometimes social media can seem being a little bit daunting and you don’t know where to start. This is where the power of your micro network can really come to the forefront in helping you understand where the next opportunity may be.

What do I mean by the micronetwork? This is your network which will be unique to you, based on you school, university, colleges – even your previous employer. You can use LinkedIn to track your micro network and to work out where your next referral for you might be, for example.

Think about your University and have you connected with everyone you went to University with, at least those that you would want to connect with. That said, LinkedIn data shows using your college, even those people who you were not at college with at the same time as you, they show that this is a great way to get a referral in.

So, this is where you would search for example, I will use LinkedIn to filter out anybody that went to Exeter University in the UK and within my network there are around 100,000 people. I can then start to narrow this down to be relevant to job title, role, length of time in role, whatever you want, if you are you are Sales Navigator, you can take this even further with the detail. You can take this one step further if you search on previous employer on linkedin.com. This means you can then find your people that used to work in your organisation and understand where they have moved onto so same principle applies; you might connect with them you might or contact them, even if you don’t know them. If you work in a similar type role in could well be, we don’t know each other, however could you introduce me to or would you be comfortable in helping me find out who is the head of sales, head of marketing, head of legal, whatever the job title might be that you’re looking for.  This could be nice route into helping unlock a referral rather than approaching outright cold.

The great thing is that LinkedIn also allows you to set up email alerts to 10 so that you can track this in almost real time and react accordingly.  To understand how you can do that, watch this short video.

Finally, this is the first post that I have dictated using Microsoft Word, as you can see below, there is a little bit of work to be done. Maybe it’s because this is the first time, I have done this, so it needs to learn and understand my voice and language, notwithstanding I will have a stinking cold!

The unedited dictated version! No idea who Barry is….

Newport inside your micro network

Will 590000000 members on LinkedIn sometimes social media account being a little bit daunting and you don’t know where to start. This is where the power of your micronet were can really come to the forefront in helping you understand where the next Tuesday. What do I mean by the micro network?This is your network which will be nice to you but based on school clubs new vestes colleges even your previous employer you can use LinkedIn to track your micro network and to work out when the next door to use you might be for example

Think about your University days and have you connected with everyone he went to University word for those that you would want to connect with that said LinkedIn data shows using your college so even those people who you are not at college at the same time they showed that United away in to get a phone Barry porn

So this is where you would search for example I want to text you that I will use LinkedIn to filter out anybody that went to Exeter University in the UK and within my network there are around 100 1000 people I can then start narrow this down to be relevant to job title roll length of time in role would ever U are you want if you had self navigate to you can take this evening then you can take this one step further you search on previous employer calllinkedin.com which means you can then find your in London so people that used to work in your organisation and understand where they have moved onto so same principle applies you might connect with them you might contact them even if you don’t know them if there’s no luck with your network or you work in a similar type role in could welbni why don’t we don’t know each other however could you introduce me to would you be comfortable in helping me find out who is the head of sales head of marketing head of legal whatever the job title might be that you’re looking for this could be nice route into helping unlock call a referral rather than aproching out loud cold The great thing is that LinkedIn also allows you to set up email to 10 so that you can track this in almost time and react accordingly to understand how you can do that short video

Find post that I have dictated Microsoft Word how do you say no little bit of work to be done but maybe its because this is the first time I have done this so it needs to learn understand my voice language on someone no standing I will have a stinking cold

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Why Your List is Utter, Utter, Utter, Rubbish

Why Your List is Utter, Utter, Utter, Rubbish

by Tim Hughes | @Timothy_Hughes | LinkedIn

Came across a list the other day, I wouldn’t expect to be on it so I can talk objectively about it, here are 10 things that made the list utter tosh.

  1. It has people in the top 10 that are not thought leaders.
  2. It had people in the top ten that had purchased followers.
  3. Amazing people like Mark Schaefer are way down the list
  4. Thought leaders like Neil Schaffer and Brian Solis aren’t even on it.
  5. You said you used a copy writer to check for mistakes, I hope you fired them as you had one individual on it twice.
  6. Brand and individuals should not be on the same list, it’s one or the other.
  7. People like Gary Vee are so off the dial, should they really be on the list?
  8. In the section where you describe your methodology you openly admit that you have “fudged” the figures.
  9. There are a number of people on it from a tech vendor, that nobody has heard of, could it be that this tech vendor paid for it?
  10. It’s full of a bunch of people nobody has ever heard of.
  11. I’m not on it.

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How to Become a LinkedIn influencer

How to Become a LinkedIn influencer

by Tim Hughes | @Timothy_Hughes | LinkedIn

I’ve just had an email from somebody who isn’t a LinkedIn influencer, telling me about a course by somebody else who isn’t a LinkedIn Influencer which they are running called “How to become a LinkedIn influencer”.

How is this? How can somebody who isn’t a Linkedin Influencer run course called “How to Become a LinkedIn influencer.” How is it that people that know little (I won’t say nothing) about a subject can suddenly teach others about it? The thing that totally baffles me is why are people buying it, when it’s clear the person running the course, just by looking at their Linkedin profile, they don’t know about being a Linkedin Influencer.

Well on Social anybody can set themselves up as whatever they want and it would seem people fall for it. Well, maybe not you and me, but if people were not falling for it, then these people wouldn’t make any money and go and do something else.

A prospect we spoke to had just fired their social media person and said to us “I thought he was a social media expert, as he had a beard.” Funny statement, but they were serious.

Here at Digital Leadership Associates (DLA) www.social-experts.net we believe that the only way that you can stand in front of people and say “How to become a LinkedIn influencer” you have to be a LinkedIn Influencer. 

We don’t see how you can be a Judo expert by buying and reading books on Judo from Amazon. You have to join a Judo club and fight and do your gradings. Bob Dylan is great folk singer and songwriter because he played folk clubs where the audience was 7 people. He found out what worked and what didn’t.

I often see debates about this on Facebook which respond and say “we are too busy teaching people to be a LinkedIn Influencer to be a LinkedIn Influencer.” For real?

This “we are too busy servicing clients” to do what we say we do is total and utter rubbish.

Would you take driving licences from somebody who couldn’t drive or undertake a sky dive following lessons from somebody who had never actually sky dived. How difficult could it be? Well you will probably waste your time and your money.

Sorry about what I’m going to tell you but with social media there are no quick fixes, there are no silver bullets. Like so many things in life, if something seems to good to be to true. It is. 

If you too want to be a LinkedIn Influencer, please don’t fall for the snake oil merchants.

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You don’t have to look too far to see through the bulls**t

You don’t have to look too far to see through the bulls**t

by Phil Stubbs | @PhilStubbs14 | LinkedIn

Often in life we read, see or hear something which may result in us becoming quizzical, inquisitive and keen to know the facts behind the story or statement. Here’s how my Saturday morning got my grey matter working.

I had just finished a Pilates class at my gym and gone into the sauna; as I sat there two gentlemen came in and sat down. Now anyone that’s been in a sauna will know t’s hard not to listen to a conversation as you endure the heat – there is nowhere to hide and humming wouldn’t be de rigueur. I shall refer to them as YM – younger man and OM – older man and for the sake of the blog I have edited the conversation

OM “I used to do that every time it was on”.

YM “That must’ve been expensive”

OM “No, we used to watch the planes from our garden”.

YM “Oh”.

YM “I’m going to join the RAF reserves so I can get a pilot’s license as it’s so expensive to get one privately”.

OM “What do you want to fly?”.

YM “Helicopters probably to start”

OM “I should’ve been a pilot but I’m too old”. “Have you ever jumped out of one or done a bungee jump?”

YM “No”

OM “I’ve been in a Chinook……and jumped out of one blah, blah, blah”.

YM “Wow, that must have been amazing”.

OM “I was strapped to my Dad”

YM looks disappointed that it wasn’t a solo parachute jump.

Later on….

YM “I was skiing with some friends earlier in the year, one of them has a place in the Alps”.

OM “I love skiing, my boss and I talk about it all the time”.

YM “Where do you ski?”

OM “I don’t, I have two kids so it would be too expensive”.

YM “Oh”.

And so, the conversation went on, every time the young man mentioned anything, the older man had done it, bigger, better and bolder. Although he hadn’t, he was embellishing the truth, he was a bit of a Charlie Big Potato or Billy Bulls**t.

In some of the exchanges I have on social media I come across many untruths, bold claims and statements. I’m naturally inquisitive so I tend to ask a few questions which are normally met with a…………blank, nothing, zero response.

I came across a self-proclaimed ‘King of Sales’ so I mentioned I should be the ‘Emperor’. “Why is that?” I was asked, my answer was simple “Because I have a profile that has a history in sales”. The person in question had a small splattering of the odd sales position but nothing to make them King.

It’s the same when people poo-poo social selling; they totally miss the point, make some random claim, usually backed up with “cold calling is the best way to prospect” and then go ‘cold’ themselves when I dig for detail about their social selling experiences. One said ‘….nothing more eerie than a silent sales floor, where everyone is busily “Social selling”. Trust me decision makers aren’t on LinkedIn; they’re too busy. Pick up the phone ….’ I asked where he had experienced this and when I get the reply, I’ll let you know.

There we are – plenty of people out there ready to big themselves up and knock anything new that they don’t understand.

Social Selling – it really is much better than cold calling and with 575m+ on LinkedIn alone, I’m sure the odd buyer and their contacts use social media. Seek and ye shall.

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Innovation & Disruption

Innovation & Disruption

by Alex Low | @Alexander_Low | LinkedIn

Innovate or Die. Really?

Every day someone is being disrupted. Every day something is being heralded as innovation.

Disruption always seems to carry a negative connotation, yet I don’t believe this always has to be the case. – I like this definition below :

Yes, your journey to work could be disrupted by a traffic jam making you late for work, however what if that disruption was being caused by a Unicorn? I would say that was worth the disruption for a once in a lifetime opportunity to see a Unicorn. 

Much like you can have people disrupt meetings in a negative way (or perceived) negative way. However, what if the reason they are doing it has merit and the end game is to create a more positive outcome or Speed up a process to get to the solution more effectively. 

I believe that disruption is healthy when it is for the right reasons. It can help break the standard cycle or thinking or thought beliefs.  “But we have always done it this way syndrome” 

This is what I look to do when I am either giving a talk or coaching a workshop. I want to break the audiences habitual thought process by disrupting how they think about things. In their case, the impact that social and digital is having and will continue to do so in sales, business development and marketing. 

If you are familiar with Carol Dweck, then I am of a growth mindset, however I recognise my audience may well be of fixed mindset and I have to find a way to help them change their thinking , again this disruption is not to be seen as negative as long as it is delivered in a way where they can understand the positive impact this will have on generating business conversations, proving ROI of social or helping shape a go to market strategy.

Innovation doesn’t always need to mean new technology has to be involved. If you see any of those life hacks on social, they are typically all based around everyday household objects that someone has thought up of a new or innovative way they can be used to solve a different problem or a really cost effective way of doing the same thing as an expensive solution eg bull dog clips as a smart phone desk holder.

The same applies in the world of sales and marketing. The chances are that you already have the majority of tech platforms you need, however you are not using them to their full potential , or can they be used in a different way or process ? Are you maximising the full potential of your CRM and reporting capability? What BI tools does your business already use, maybe in your Finance Dept which you could use to report sales & marketing data in a different way. How does LinkedIn and other social platforms fit into your go to market strategy? Are you using the basic analytics from LinkedIn to drive some of your targeting? If you use Hootsuite , do you use the full capability of its analytics to understand what content is working vs that which isn’t, so you can learn and iterate.

Whilst this may not be “sexy” in terms internal or external PR, sometimes things just need a bit of a refresh or view through a different lense and you will uncover huge amounts of opportunity within what you already have, with some disruptive thinking, in a glass half full secanrio. 

So, the next time you hear about disruption and innovation, take a pause and consider what needs to change? 

The People (thinking) Process (we have always done it this way) or Technology (don’t reinvent what you already have)

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