I recently attended The MarketingProfs conference in Boston. It was an incredible event with some of the brightest minds in B2B marketing and sales. The lineup of speakers and sessions was just awesome. My favorite presentation hands down was from Avinash Kaushik.
He’s a Google evangelist, best-selling author, blogger, and an all-around inspiring guy. He totally rocked his keynote speech. I’ve been to tons of conferences over the years, and this was definitely one of the best keynote speeches I’ve ever seen. Ever!
Photo credit: Steve Hall/MarketingProfs
Avinash very eloquently discussed the idea of how B2B marketers want to go to bed with prospects on the very first date. These are the prospects who find a business online, and then the business immediately tries to get them to fill out a form. He showed a series of B2B companies that took people directly to their demo page or download page.
These B2B companies tried to get these prospects to the next stage of the buyer’s journey without taking a second to engage them. Sadly there isn’t a recording available of Avinash’s presentation, but here’s a great picture of him presenting at MarketingProfs.
Here’s another presentation from Avinash that I found with a similar talk track. It’s worth your time to check it out.
Ultimately, I think it sounds like a bad date. These companies are not greeting the prospect at the door, but honking in the car for their prospects to come out. There’s no flowers, candy, conversation, or anything that would entice the prospect to buy what this company was selling. The company is just trying to get some. The prospect isn’t going to fall for it.
There’s no deeper engagement that might potentially build a relationship. Imagine if the prospect was a girl at a bar, and the company was a guy who asked her to come home with him without even buying her a drink! Obviously, that dude isn’t going to get lucky. And if that girl did say yes, then she’s probably desperate. This isn’t going to end well for either party. It’s like a terrible one night stand.
With this in mind, I’d like to share my five signs that you might be a “one night stand” marketer:
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