Matthews on Marketing

Matthews on Marketing

B2B Marketer Fails, Part 2 – All Sales Start with Google (or YouTube)

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In the first part of this B2B marketer fails series, I talked about how B2B marketers fail to realize they are selling to people, not businesses. They sell to the professionals who work at a business. And though these professionals have their work hats on, they need to be convinced based on their own personal needs, ambitions, and motivations. The crux of the fail is marketers ignoring how they act themselves. Whether as a consumer or a professional, the people in the marketing department … [Read more...]

B2B Marketer Fails, Part 1 – You Sell to People, Not Companies

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Note: I don't know why, but the pandemic and WFH seemed to sap my creativity and shut out the muse. Only after realizing it had been over six months since my last post did I give myself a kick in the rear to get back at it. Every month, hundreds of millions of dollars are spent by B2B marketers trying to entice buyers from various businesses to inquire about their products. It pales in comparison to the half-trillion a year spent on ads to convince consumers like all of us to buy soda, cars, … [Read more...]

Three Psychology Tricks Marketers Use to Make You Buy

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We marketers have something in common with magicians. Prestidigitators and product promoters are both students of human behavior. While magicians take advantage of distraction, marketers tap into three other psychological traits. Unlike magicians, we marketers have no code that prevents us from revealing our secrets. Tips and tricks blogs on growth hacks must number in the tens of thousands by now. So, I don’t fear being ostracized from the CMO club. Here are three of the ways marketers use … [Read more...]

My YouTube Awakening – Five Things I’ve Learned So Far

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Every few years I have a head-smacking moment where I realize I've been missing a trick. A while back I admitted I was wrong to be a content marketing naysayer. Just this year I realized how I’d been missing the boat on YouTube. I’ve known about YouTube, of course. It saved my life teaching me how to fix my Samsung freezer’s ice maker (154,289 views!). My kids don’t really watch television anymore. Just about everything they view is on YouTube. But I never took it seriously as a tool for B2B … [Read more...]

Presenters – Please Tell Me a Story

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Two young lovers kill themselves because love is forbidden by their families. A captain is so obsessed with the hunt that he puts the lives of himself and his crew on the line. An orphan farm boy leaves home to fight an oppressive empire and discover who killed his family. You, no doubt, recognized the plots of Romeo and Juliet, Moby Dick and the original Star Wars.  These are classic stories that have withstood the test of time. We remember them because humans love stories. We love to … [Read more...]