If you’re going to write an e-book that tells B2B marketers how to gain the attention of people in their target markets, you had better damn well illustrate how to do this yourself.
Velocity, a UK-based B2B technology marketing agency, nailed it with their new e-book, “The New B2B marketing Manifesto: Five imperatives and six staples you need to win the battle of attention.”
It’s not that the writers used irreverent phrases you don’t normally see in B2B marketing literature — stuff like “naked, desirable drunk person” and “social media ninjas” (all of which I adore).
It’s that they took a really complex topic, whacked away the hype and got right down to the challenge: in today’s over-hyped, media saturated, micro slivered world, you have just a few nano seconds to gain someone’s attention.
In case you haven’t noticed, we’ve all become hyper vigilant about how marketers / sales people can contact us.
Caller ID, Facebook privacy settings, email accounts set up just for
spam unsolicited email, Do Not Call registry, ad blockers, the mute button on the remote, TV via the Internet (Hulu, Netflix), etc. etc. etc. — all of these wonderful tools and applications make it really easy to filter out unwanted marketing and advertising.
To get someone’s attention, you have to earn it. And you do it through engaging content that explains why you do what you do, is genuine, fresh and insightful (versus being warmed over and dull), and that goes beyond digital — as in, it ties together the offline and online worlds we all inhabit.
(Think uploading your personal life via photos and status updates to Facebook.)
If you’re in B2B marketing or marketing communications, and you’re struggling with how your world has changed (as Velocity states in its e-book, one day we were living in the black and white world of print ads and trade shows and the next day we opened the door to a Technicolor Oz of social media and iPads), you need to read this e-book.
Fill out the short form to get your copy — and once you’re done reading it, leave a comment at the Velocity blog.