Marketers should rethink the proportions of how they do their advertising according to a more customer-centric view of the market, he advised, which involves thinking about the customers that are out of the market as well as those ready to buy.īut advertising should be entertaining and memorable in order to reach that broader market, he said. You don’t need the best product, you just need a better product that everybody knows.
“The funnel is not a customer-centric view of the world, it’s a marketing or sales-centric view of the world. Therefore, brands should aim to stick in customers’ minds until it is time for them to buy.īecause more customers aren’t in the market most of the time, he suggested marketers should “flip the funnel”. He highlighted what he calls the “95:5 rule”, which suggests 95% of buyers that B2B marketers are trying to reach are out-of-market and won’t be ready to buy for months or even years. “It’s actually about memory, it’s not about clicks.”Īs a result, a customer’s memory of a brand and its advertising is key. There will not be a click in that process,” he said, speaking at Marketing Week’s Festival of Marketing today (Thursday 6 October). It’s just making people aware of the product or service and at some later date when they need the product or the service, they will think of your company and they will buy your company, generally. “Advertising is not persuasion, it is publicity. To achieve long-term growth, marketers should aim to make their advertising memorable rather than clickable, according to the LinkedIn B2B Institute’s global head of research, Jon Lombardo.
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