In a Fast-Paced Digital World, B2B Marketers Can Benefit from Slowing Down
By Nick Nelson
We are living in the age of speed: faster connections, faster answers, faster service. People expect many things to happen instantly, in real-time, and technological advancements are increasingly making it possible.
As such, it might seem counter-intuitive to suggest that we as B2B marketers are wise to slow our roll. Sometimes we tend to go through the motions too quickly, or in the wrong order, and it can hurt our results. In fact, it can prevent us from even accurately evaluating our results.
Sean Callahan recently wrote a post on the LinkedIn Marketing Solutions* blog arguing that a top priority in 2020 for B2B marketers should be to slow down when measuring ROI. The case is simple and convincing: Sales cycles have grown significantly longer but analytics haven’t responded in kind. Per the post, 77% of marketers are still measuring ROI in the first month of a campaign, even though the average B2B sales cycle is now about six months long.
“The reality is,” writes Callahan, “most marketers are showing up to their book club having only read a sixth of the book.”
This got me thinking about the argument’s broader applicability in B2B marketing. There are a number of different areas where it’s becoming clear that practitioners might be moving too quickly and doing themselves a disservice. To be clear: We’re not suggesting that you delay making decisions or drastically cut down your content production; sometimes it’s as simple as stepping back and taking a beat.
Let’s talk about four opportunities that stand out: experiences, strategies, social media, and SEO.
4 Areas Where B2B Marketers Can Benefit from Pumping the Brakes
Slow Your Experience
There are plenty of metaphors I could toss out regarding the inverse relationship between speed and quality of an experience, but I’ll go with this one: Would you rather be shuffled through a fast-moving line at a fast-food joint, or carefully walked through a restaurant menu by a knowledgeable and curious server beside your table?
Yes, customers want things quickly, but there’s a balance. It’s been nearly two decades since William McEwen made a point that remains very true today: When marketers emphasize doing things faster, they often end up doing things worse.
“If the goal is to create strong bonds that ensure customer retention, companies must focus on activities that create and sustain the customer relationships, not just on those that enhance company efficiency,” McEwen wrote in his book, Married to the Brand.
In his example he notes that a cold, tasteless sandwich from Arby’s isn’t going to yield a happy customer, no matter how fast it’s delivered. The same principles apply to any …read more
Source:: Top Rank Blog