The art of marketing is not new, it is often not understood (even I doubt whetheer I know what they talk about), even more often the people who do the marketing are clueless on what exactly they are doing but they are doing something and that counts according to their needs.
It all started as I made a stop at ‘SuperYachtWorld’ what they would call the ‘the global magazine for superyacht owners’, Now I am not one of them, I do not even own a tinny, Yet I was on that site for a reason, Lurssen and Damen were producing new ships, I was curious as I used to have Damen as a neighbour (of sorts) and I was curious about his second SeaXplorer sale, a 75 meter yacht. I was curious about his dinky toy. Anyway, the article was nice and ended with “You can read more about EYOS Expeditions in the forthcoming issue of SuperYacht World, which publishes tomorrow“, I do not know whether I will buy it, I was just curious, so I decided to click the link ‘subscribe now’ I was curious on how much such a magazine costed. The next is much funnier in graphic form, as you see, I am showing you the first two pages (of the buy a subscription), and explain to me how I can ‘subscribe’ to ‘SuperYachtWorld’? Now, the subscriptions was not really sincere, I merely wanted to find out how much a magazine would cost. Yet the foundation of digital marketing is seen right here. No matter what you can sell, sell it as soon as possible, they merely forgot to give ‘SuperYachtWorld’ the benefit of whatever they wanted to sell.
Or perhaps something else went wrong, but that is the foundation of digital marketing. I even tried the search option, but alas ‘SuperYachtWorld’ was not recognised by Magazinesdirect.com. There are at least 4 flaws in the digital marketing at this point, lets numbers them
- Magazine link did not work
- Alternate link should mention ‘SuperYachtWorld’ first, or start with a link to that magazine
- TI Media Limited (the people behind MagazinesDirect.com) should have spacing before they start their marketing of their magazines.
- After the MD dot com element there was a whole part of empty white, after which we got the magazine issues, there too was a ‘subscribe to the magazine’ but that gave a 404 error which is error number 5.
I can go on for a little while longer, but I would think that a magazine who deals with customers dealing with items worth millions of dollars would be a little more finicky, it is the consequence of digital marketing, it’s a cavalier attitude to ‘We will fix it on the flip side‘, I was just so surprised to see it in this area. Ships captains are at times as anal as it needs to be and on the ocean there tends to be no time for ‘Oops, will fix that on the flip side‘, at that point it tends to be too late for that. Feel free to ask the Captain of the Herald of Free Enterprise, which was Captain David Lewry, there were apparently three warnings, the third warning was covered with a (according to magazines “they were busy, go away“, as such 193 lives were sacrificed to the Channel where temperatures of the water were -3C, so there. The entire event took less than 4 minutes. Yes, on Friday 6th March 1987 we learned how disastrous ‘We will fix it on the flip side‘ can be when it involves boating. Digital marketeers will go with the assumption, ‘When we make mistakes it does not cost lives‘, yet is that true? Now consider me a winner of the lotto (I am not, do not worry) and I wanted to read that specific article because I had money for a Damen Ship of 95 meters (again, I do not, so do not worry), now we get into murky waters, the short-sighted view of one limits the access of many, that is actually why I designed the 5G changes as I did them, that is why I came up with a different distribution system, one that is for the small businesses, that is why I came up with the Stupid Smart Device, it fit the needs we will see in 5G because as speeds go up, time becomes more and more a straight pass through of ‘Time is Money‘, who was up to speed? The person selling his wares will be up to speed more and more and that is why changes will push through faster and faster, Places like Google Ads, will require a stranger selling point and when the changes can be made immediate, the term of time is money will be a stronger stage in all this and that is why I decided to go after the 400 million small business owners, they all want to be on the 5G horse as fast as possible, they will drive the next changes even more than those people in telecom will. They are still twisting their thumbs on what to do next and soon enough that system will change, but not today, Places like Google and Huawei will need tome to set a new stage where the Telecom operators are the followers, no longer the deciders. As they are all in the hurry to make deals as far as they can they are 4-7 iterations behind, my IP will optionally change that.
Because by the time you check, ‘SuperYachtWorld’ are most likely, not updating their website, so more likely than not you and Damen miss out on changes, I designed my system to be depended on the two elements that drive marketing needs, the person selling and the person buying. Too many digital marketeers are about ‘I am in the middle, I know when it is right‘ Yet a decade in software sales told me that the Marketing person is the person inhibiting supports (hence diminished sales) because they want to sell it ‘Now!’, they give some response on how it is all with the ‘shareholder’ yet the shareholder does not realise what they are in for by selling a solution that is only 80% complete, the maker knows when it is ready and that is the moment that the buyer wants it. Should you doubt this, look at places like Ubisoft (Breakpoint) to see that part! TechCrunch had a good article on that (at https://techcrunch.com/2016/07/14/the-3-biggest-sales-mistakes-enterprise-software-companies-make/)
- Good product-market fit is not good enough
Yes that is true and we see a good explanation on that, I fought a few iterations of that battle with my bosses, because I was always service minded. Yet they were all sales people, they never got it. The article givers an example of ‘are still challenged with sales cycles longer than ideal‘ OK, that is fair enough, yet I countered it in my solution to be able to set the force of changes when the salesperson thinks it is ready. In addition, a sales cycle should be zero, when the person comes into the shop that is when he/she wants to buy. Yet I know that this is retail thinking, but is enterprise thinking not merely a large customer that comes in now? I get it there are other options and this person wants to buy the best solution, so he is seeking, but that is marketing, not sales. Marketing makes sure that they sell on paper what the salesperson can sell for a price (OK, I get it, it is a self-denying truth) but that is how I roll. We need a solution taking marketing out of the loop, if time is money, marketing is the delay in this, and optionally it needs to be sales driven, when YOU can sell.
- Are you competitively disadvantaged?
Nope, my solution came up with the standard you sell when you are ready to sell, and you are not disadvantaged, you merely focus on those who want your product in your neighbourhood. We also get “80% of on-premise software vendors operate a channel program to enable other companies to sell their products, while only 20% of SaaS vendors operate similar programs“, it is all about the stage of selling, and tho whom you sell, a lot of the sales systems in place are marketing driven, so when we change the view of marketing we tend to change the view of sales. It is hard to explain, so let’s get back to boats.
When you see the image below, we see a solution of where the other ships need to be, but we forget that the setting is that we are losing 2 out of 4 sales options, if marketing was on the bow of the ship, he could have guided those two additional sales towards THEIR solution, and in the 5G world that solution starts taking shape, software vendors go from tall order to tall order and at that point forget the 4-9 customers they could have gotten by adding their solution to the front of their convoy, looking for the small enterprises. I decided to change the wheel and the steering of such solutions. There is no competitive disadvantage; there is merely your own advantage and how quickly you can turn around sales.
- Bad timing — outta sync, outta luck
I never got that part, ‘sales cycles’ are basically whenever the customer comes to shake your hand and you get to explain on what solution you sell, or basically the customer wants to buy and you either have what they want or you do not. And in a marketing solution where YOU are the solution applicant, it is easy, you have what they want or you do not. At the very end of that setting we see: “and most important deals, people skills are ultimately at the top of that list” is the part where we need to focus on, because only you can sell what you sell. In the end that is YOUR power and there are 400 million small business owners that relay on that believe I merely gave them a clear solution to talk into. The rest is up to them, at their speed with their options at their fingertips.
It was that simple!
The art of marketing is not some solution that one person, or one through gives out, we see too many times that the small business units feel that they are told that they are competitively disadvantaged and they took that as some truth whilst they merely wanted to sell, I am setting the stage where they get to prove it, they get to prove it the moment they get to 5G, the game gets to change, let’s see who is ready for that. Now I need to add a part, I am not taking marketing out of the equation, I merely placing it where it needs to be, before the sales cycle, not part of the sales cycle. For the small business owner that is the game that counts, IT forgot about that part and it is time that we recognise that, and fix it, because in 5G Time will truly be money and every delay is a sales opportunity missed.