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The big change: From cold calling to social selling

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Since the first time I learned about the concept of social selling, I knew this was going to change the way B2B selling works forever. For us at the Euromoney group, we started with a couple of sales teams in some of the LinkedIn Sales tools about 9 months ago, and we have been working hard since to reshape the way we do sales ever since. But the path is slow and rocky... The shift to social selling is a lot harder than I thought. Traditional B2B sales has always been very focused on cold calling. People will do 50-100 calls a day and they will have an effectiveness rate in terms of successful contacts. Some of these calls will lead to opportunities, and some will get to become clients. It was a simple math formula people used for decades. The more calls, the more opportunities, the more clients. The world of B2B is a little bit more complicated now than it was before. First of all, it has been demonstrated that people do their own research before getting any kind of cont...
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The obsession about the click killed the brand

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Last week I went to a very interesting event about data fueled marketing. Amongst the many speakers in that event, there was quite a lot of diverse points of view. I must clarify that this event is for marketing geeks and I confess to be one too, but overall I also left the day with a funny feeling and a thought in my mind.
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Digital marketing and marketing for the digital world is not the same

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For the past 10 years there has been a boom on creating Digital marketing teams, plans and strategies. Every big company in the world created a Digital team that sit in different parts of the organization, sometimes in Marketing, sometimes in Communications, sometimes in IT... all aimed at the same goal: get up to speed in the new digital opportunities coming from an increasingly connected audience.
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Social selling without content marketing doesn't work

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In the past few months, the whole social selling topic has become a major trend. Everyone across the B2B space is now looking into this topic and analyzing their options. As usual, there are the early adopters which have been doing it for a couple of years like IBM and have seen amazing results, but as social selling takes center-stage there's a few things that most people overlooks.
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Content strategy is all about your audience not you

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A lot of brands tend to be very self-centered. When you talk about content strategy, they usually go back to their marketing strategy and the products that they are going to be promoting. Unfortunately, this is the worst way of creating engagement with your brand.
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Location: London, UK
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The reason no one cares about your content

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I've worked in producing content for marketing since a long time ago. It has had different names: press releases, articles, newsletters, thought leadership, content assets... at the end it's all just content. With the proliferation of content marketing, everyone is now obsessed about producing content that "engages my audience" and that is "highly shareable". But most usually fail in this process because the success of content -in any shape or form- is that it has to be relevant for the reader.
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The key to marketing success is not what you think

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Throughout the past couple of months I have attended a few marketing events related to different topics. At the end of the day, I reflected on all the topics exposed by very interesting speakers about marketing trends, digital, technology, and effectiveness. The main thing I took away from all this is one: it's all about people.
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