#56: B2B Distribution is Hard. Here are 5 Reasons Why.
Updated: Aug 16, 2021
B2B distribution aka demand generation strategy, DG execution (i.e. DG Campaigns), digital platform development, customer success driven organic growth etc is hard.
Here are 5 reasons why.
People that sell aren't really into Marketing, people that market tend to be allergic to Sales.
Not sure this one requires any additional details as I'm not sure I've ever met someone who disagrees with this statement. If I have, it's so rare that I don't remember. So there's that.
The game is no longer what most C-Suite / executive leadership groups think it is.
Why else would 7-8 figure budgets continue to be invested in long-form, one size fits all, long-form blogs, white papers etc found on company websites and other environments with very little traffic, attribution to pipeline growth + transactions vs building in public on Twitter?
Buyers don't care about your features + benefits, they care about their jobs-to-be-done framework, their critical problems etc aka "so what's in it for me?"
It's understandable that people get super excited to "tell" the market about all of their awesome features, benefits etc but demand is generated by helping specific companies / people understand how you solve for their specific needs, wants etc aka the stuff that keeps them up at night (stressful) and/or gets them out of bed in the morning (exciting).
"Show" is much greater than "tell".
Not all Marketing is Demand Generation but all Demand Generation is Marketing
Never ever underestimate the magic that marketers can create by harnessing creativity but don't make the mistake of thinking all marketing is the same.
It most definitely is not.
Calibrate resource investments to enable both brand marketers and demand generation teams to do their thing.
Yes, owned content is hard because when you do it right, the ROI is unlike anything else
The opportunity to create your own luck by generating owned content that travels across multiple platforms / channels including Twitter, Linkedin, Substack, Podcasts, Clubhouse, etc to drive distribution is staggering.
Don't believe me, check out what the leaders of Fast, Pipe, Lunchbox, copy.ai, The Hustle etc are doing on Twitter.
Guessing their cost of acquisition is pretty solid... ;)
April 7, 2021 (Tweet Link)