Using some of my commuting time on the Metro North I started thinking about how far I actually travel in a year in the pursuit of digital advertising budgets in the New York market. I decided to focus solely on New York instead of factoring Boston, Atlanta and Chicago trips into the equation. It’s a little staggering how much we physically travel around the city meeting with agencies, entertaining, etc.
But before we start, a disclaimer: I’m not a mathematician and these are truly back-of-the-napkin calculations.
Walking: A lot of us rely on the oldest form of human transportation to get to many of our meetings. Whether from a subway stop, office, or moving from agency to agency (the 3 blocks from MEC to Mediavest anyone?) it’s often the easiest, most efficient and (in the summer) sweat-inducing way to get from point A to point B. Rather than estimate how often, distance between, etc., I’m going to estimate the amount of time per week and work backwards. The average person walks at 3.1 mph -- average new Yorker, closer to 4.5 – but lights, angry cabbies, groups of tourists waiting for Letterman (Mediavest again), and the humanity surge around Harold Square (UM)... Read more
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How Far Do You Go For the Sale? Literally
Tags: ad sales, advertising, Hustle!, online advertising, online marketing, sales processes
Posted in Opinions | 1 Comment »
Are You Still Selling Like It’s 1999? (Or Have You Adapted To New Buyer Behavior?)
Image by Dallas1200am via Flickr
As we’ve entered into a new decade with new web and social technologies continuing to advance at warp speed, new buyer behaviors continue to emerge. Some new buyer behaviors, such as informational search, are no longer emerging but have crossed over into accepted reality. With other new buyer behaviors, such as those related to social influence, we are only getting a glimpse of at this moment in time. The given in the current state of B2B marketing and sales is that buyer behavior and complex buying processes have changed.
One of the toughest challenges in the past few years has been to figure out how to respond to these changes. One place to start is for executives to ask a bold question: are we still selling like it’s 1999? An especially valid question for companies that have traditionally been sales driven and the dominance of a sales culture has reigned for several decades. Companies have changed and responded - but have the changes been more cosmetically enhancing or truly systemic in nature? I think there is a big difference and let’s look at a few important areas:
Budgeting
Let’s start with the money trail. Has the proportion of budgets... Read more
Tags: behavior, business, Buyer, buyer behavior, buyer persona, buyerology, buying process, Company, content marketing, Emerging technologies, Goal Centric, marketing, Marketing and Advertising, marketing automation, Sales, sales processes, sales training, Tony Zambito
Posted in Creative Best Practices, Emerging Platforms, Opinions, Search, Social Media, Targeting, Websites | No Comments »
