Marketing is dead.
How many times have you heard that in the last couple of year?
Marketing is dead.
How many times have you heard that in the last couple of year?
So, I love books. Ever since I was little, I was drawn to books. Even before I could read myself- I would ask my parents to read to me all the time, and then could sit for hours and “read” it from the pictures. When I was in 2nd grade I got my library card and borrowed my first book. I finished it on the ride back home so we were back at the library the other day for another. I read Victor Hugo’s les Miserables by the end of 3rd grade, and kept on reading vigorously through middle school and high school- focusing on fantasy, science fiction (I think I’ve read every Asimov book translated to Hebrew) and history. My military service put a temporary stop to this habit, but after graduating from the Naval Academy I had more time on my hands (and was travelling for several hours by train almost every day), so I was back- this time reading mostly in English, which is not my native language. I read many classics at that time- from Moby Dick to Lord of the Rings Trilogy and anything in between. University meant I was reading all the time- mainly academic books and articles but I was fine with it. Upon graduation I’ve started working at jobs that required travel so I’ve had lots of time to kill on flights. This time my focus shifted to business books and “light-science” books like Gladwell’s “The Tipping point” and Thomas L. Friedman “thank you for being late”.
People love to be a part of a community.
What exactly constitute a community changes from one person to another, but most people will agree on the functionality: it should provide you with something you need.
· For some it’s a sense of belonging.
· For others it provides tangible benefits- knowledge, tips.
· For others it’s a network itself.
Regardless of the motivation- it seems that people like to belong. What people aren’t very good at is creating a community.
This fall, for the first time in what seems like forever, I’ve taking some time off. Not one or two days, but some serious time off. I went on a surf trip for 10 days. Ten days without work-related calls, almost no emails, and mostly, with very little other than surf and rest.
It was challenging, I must admit. It takes time to adjust to a the rhythm- getting up in the morning, doing some yoga, eating a leisurely breakfast, surfing all day long, doing some yoga again, eating dinner, watching some photos of us surf and hitting bed early to do it all again the next day. The only big changes between days were dictated by the weather gods- some days a certain beach would have good surfing conditions, other days we had to travel to a distant beach to surf, other days had no waves so we relaxed or went to the local market instead.
I’ve been away for too long. I know that. The last post published on this blog more than a year ago. That’s like forever in internet terms. And while the reasons for this were valid, I still feel somewhat guilty and would like to explain myself.
Recently I’ve prepared and delivered a bunch of hand-written cards to celebrate Jewish New Year. This is nothing new of course. It’s rather a traditional custom, even considered antiquated by some.
I mean- why go through all the trouble of going to the shop, buying a printed card, writing a personal note, mailing it and waiting for the recipient to respond?
I think that most people underestimate the power of personalization. It’s true that in today’s work this is common knowledge, and every marketer knows that to achieve maximum impact she should try to personalize the message to the client. But how personal does and email or text message feels? My guess is that most of us get these “Happy holiday” emails now and then, and just gaze at them and delete. The truth is that people understand the effort you’ve put into delivering them an actual, physical object. Even if it’s just a card, and even if it just says “Thank You”, it’s much more meaningful than any form of electronic correspondence. More than what is written in the note, it actually says to the recipient- “I’ve been thinking of you”. And that is greatly appreciated.
As much as we marketers would hate to admit it, not all marketing is digital (here’s a great example of such offline marketing strategy: https://owntrepreneurship.com/2016/12/21/for-real-marketing-impact-go-offline-and-old-school/).
Conferences, trade shows and expos still bring in large crowds, and as marketers we simply cannot ignore the possibility to engage with our target audience. However, conference have become so commercialized that it is impossible to make an impact without spending hundreds of thousands of dollars on lavish booth, VR experiences and raffles.
But there is still one tool in your toolbox that most underutilize. This is the online B2B platform. Using this in an intelligent way can lead to scheduling multiple meetings with relevant people regardless of your ability to spend (sometimes without even having to have a booth at all!). Let’s start.
1. Set your profile
Just like on any other social platform, you need to have a decent profile which includes a headshot, short description and contact details. Don’t be lazy and add links to your website, social media accounts and phone number.
2. Choose areas of interest
Make sure you list your areas of interest and make them visible to others. It ensures people can check if you have any relevancy to them and that if they do agree to meet you it would be a productive meeting.
3. Search for relevant people
This is the real deal. You must take the time to search various combinations of key words to identify relevant people you might like to engage with. Copy all the names to a spreadsheet and start to go one by one and contact them.
This is the tricky part- some B2B platform do not allow for direct contact without the approval of the other person. Some are only used to set meetings at a designated area at specific times. Whenever possible, complement any meeting request with a short written note, explaining who you are and why you would like to meet them.
5. Connect using other channels
Don’t rely Solley on the B2B platforms inmail. Connect with the person on LinkedIn as well. Sometimes these platforms include a link to the person’s profile, but even it it’s not listed, it should be fairly easy to find on LinkedIn. Once found you can use the same approach note for the request to connect. Once connected you can send an inmail with a request to meet at the conference.
6. Try their personal email or phone.
If a person connects with you on LinkedIn but does not answer the inmail meeting request you still have two more options- you can extract their email from their LinkedIn profile and email them, or, if they have a phone number listed on their profile- you can even try the odd cold call.
7. Hack the app- nowadays every event has its own mobile app. And while I wouldn’t suggest to conduct all these activities using the mobile app, but you can certainly use it for certain tasks. For instance, Some desktop B2B platforms do not allow messaging / inmail option, while the same B2B mobile does allow it. Mobile app also shows you people around you at any given event or talk- which makes for even more focused targeting (e.g. you can see everyone who’s attended a session about a specific area and target all of them as qualified leads).
8. The gift that keeps on giving:
The conference has ended? There are still people you need to connect with? Fear not! Oftentimes the B2B platform will stay online for many days after the conference has ended, allowing you the same access to information as before.
In summary- Using B2B platforms requires very little skill, and a lot of diligence. Done right it can increase the effectiveness of participating in a conference tenfold.
Bonus- all B2B platform require registration but most don’t actually check you are registered to the conference itself. This means you can try to set meetings and only after you’ve verified enough interest you can actually register to the event. It also means you can get real marketing value without presenting.
Bonus II- always complement your B2B activities with notifications on social media before, during and after the event. It might remind people who are not listed on the B2B platform of your existence an push them to set a meeting with you.
Recent funding round of Quora left no doubt- it means business. Raising round D of $85 million Series meaning Quora is now worth around $1.8 billion.
With 190 million monthly users, most of which are active and considered quite intelligent, this is a great source for inbound marketers.
I have been using for some time now and find it surprising not many do. Here are a few tips to help you get started:
Beware of one caveat- Quora does not allow to open company profiles, so all this activity will be conducted under your own name. Make sure you adhere to Quora rules and etiquette (yes- there’s an answer for that as well: https://www.quora.com/What-are-the-major-policies-and-guidelines-on-Quora)
BTW- here’s my Quora profile: https://www.quora.com/profile/Yotam-Gutman-2
You get this every day as a freelancer/ entrepreneur – bombardments of emails, messages and calls. It used to be though but manageable, but nowadays it’s become worst. Not because there is more of, but because these messages are distributed across multiple communication channels.
So every time you think you are done replying to all the import emails you check your Facebook and see your inbox is full there. Skipping to LinkedIn – again, many unread messages. And your phone only makes it worse- WhatsApp, text messages and an odd (perhaps a tribute to the 90’s ? ) voice mail you haven’t checked in 3 months.
Oh, and there’s that thing the phone is actually made for. Calls. But most of the come in at a time you are unable to answer, so they become missed calls which you should now return.
And there’s a different etiquette for each communication channel, too. It’s ok to respond to an email a few hours after you got it, but if you start a WhatsApp/IM conversation and queue for some time the other side gets pissed- why aren’t you answering.
And Even Email, the form of communication invented to save time and make communicating across the globe effortlessly, is difficult for us freelancers, who use anything between 2-5 email address at a time.
So after battling with this difficulty for a while, I decided to go back to my root. Back when I was at the Naval Academy we were taught how each in operational includes a Communication chapter. It lists all the frequencies, participating units and code names. It also list the Communication preferences for each entity during the different phases of execution.
For instance- a Surface vessel should try to communicate first using SATCOM (less chance of it being intercepted), then other means and finally HF frequency, which can be triangulated and disclose the vessel’s location to the enemy (don’t worry, this isn’t top secret stuff, it’s common knowledge since WWII). For us tactical officers, in charge of our ship’s communication, this little table was like a bible. We would memorize it, copy it and paste it around the comms room, bridge and literally anywhere where someone could pick a handset and send a transmission.
And since everyone in the fleet knew these rules, you had no misunderstanding and grief over who contacted who and in what channel.
So here’ my Communication preferences. If you want to reach me, please start from the top and if you don’t get a response quick enough move to the next option.
And if you really want my attention – let’s meet Face to Face (but make sure you schedule it via Email. It listed right here : Yotam’s email