By Rod Griffith
March 16, 2017
There’s nothing inherently wrong with this approach. But in today’s rapid-fire, information-overloaded world where the average adult’s attention span is shrinking yearly (down 33% since the year 2000 in the most recent study*), these initiatives are often challenged to achieve 2–3% response rates. While they may still yield ample sales opportunities when (a) repeated consistently and (b) paired with well-designed lead-nurturing efforts, we must continually strive to look at new approaches to augment these efforts.
Driver’s education teaches us to merge smoothly into traffic by gaining speed up the entrance ramp to match the speed of the highway—and then to carefully find the space to move into the traffic lane without disrupting or endangering others (or yourself). If successful, we merge virtually unnoticed onto the highway—causing no one to slow down, speed up or swerve to avoid us. The fewer other drivers that are forced to adjust, the safer and more successful our merge is.
The same concept holds true for merging onto the conversation highway. We want to insert ourselves smoothly into the ongoing conversation of our customers. We should strive to avoid interrupting the customer in any way. And just like merging onto the highway, we will be more successful when our efforts to join their conversation require little or no adjustment by our customers—and feel both effortless and seamless.
Rod cofounded MarketReach in 1994, after working as a Marketing Manager at DEC, and brings a wealth of B2B technology marketing strategies and tactics to the table. Rod enjoys working with customers and sharing his vast experience of marketing initiatives, programs, events, and sales tools. If you’re a Beatles fan, plan to set aside a solid week when you chat with Rod.View our Team