B2B Marketing Blog

Why does the world spin around

October 21, 2009 9:30 PM | By Iain Lovatt
A vexing question but one that only the youngest amongst us seek an answer to as we have deemed to have grown out of asking such simple questions by the time we hit five or six. 

But why does the earth spin around? 

I don't know or if I did I have forgotten the answer now I have reached the big 50 plus. Bring on the Omega 3 and fish oils to help me lubricate those old memory cells. But now I am at the top of the tree such questions are below me to ask. I need to seek the answers to much more difficult questions that make use of my experiences and skills learnt over the last 50 years.

So here is another simple question. Why do some businesses still mail/email everyone they can? Why do we send the latest 'special offers' to everyone who has had the dubious pleasure or buying (or thought about buying) our fantastic products? 

This question needs to be asked everyday and everyday after that to ensure stamp out this practice. Is it so tough to ensure we only target those people who can afford to and have the desire to buy our products?

But why does no one in authority ask this very simple question?  The answer to that is very simple in that the answer sought is below the status of the marketing director and they feel embarrassed because they don't know the answer. 

So to stop you feeling embarrassed at not knowing the answer here is my take on it. Marketers like all others in work are inherently lazy and the easist route to getting the job done is the one that most (not all) will take. We are too lazy to do a proper job so we do everything because no one will question the logic. if i mail everyone I must have mailed those that could or would.

So when you see someone about to mail/email the whole of the customer base or every prospect that ever moved or died (even removing the dead is too much like hard work for some) don't hesitate, ask the big question and use that really difficult word...Why? You'll be surprised at how stupid the answers are and how lazy your marketing department has become but if you ask the question won't you feel better that you have saved 30% of your marketing budget and got the marketing teams to think of new ways to communicate that are more relevant and more cost effective than blanket email or mail campaigns.


2 Comments

Joel Harrison Author Profile Page said:

Ian - too lazy, or too busy... or too ignorant?
I think in a lot of instances, marketers know that they should be doing better, more segmented marketing, but rightly or wrongly they feel they simply haven't got the time or resources to make those tough decisions. Having said that, I guess that you could argue those people ARE too lazy. In this environment, you have to be prepared to change, to look at your processes, make tough decisions and constantly improve, otherwise your business (not to say your career) is likely to go to the wall...
As for those who claim they don't know how to do it better - well, in this day and age, there really is no excuse. There's a wealth of information out there - particularly on B2B Marketing's own Knowledge Bank - www.b2bm.biz/knowledgebank
If you're struggling for how to do this, check it out...

October 29, 2009 8:55 AM
Iain Lovatt said:

A fantastic resource it is too Joel but are people too lazy to even look at that?

You are right as the world spins faster and faster we have to review what we do every day and make changes to ensure what we are saying to whom remains fresh and creates resonance to ensure response and action.

Keep up the good work and hopefully one day some will recognise that you and your magazine make a difference

October 29, 2009 12:38 PM

Leave a comment