It’s a paradox of modern marketing that even with today’s ubiquitous high-speed wifi and cell connectivity, wide range of devices, and abundance of communication channels, business buyers seem harder to reach than ever.
Many corporations have tight email filtering in place which renders many externally originating messages invisible. And even with those filters in place, inboxes are often overflowing, leaving buyers with little time or bandwidth to deal with any but the most urgent messages.
Social media is the top digital marketing channel for vendors, but organic social media reach continues to decline, LinkedIn’s strategy for groups remains muddled, and many business buyers aren’t even on Twitter.
Banner ads? Sure, those work great—if you’re happy with a click-through rate of 0.05% (yes, that is five clicks for every 10,000 people who see your ad). Business Insider humorously reported a few years ago that you are statistically more likely to be dealt a full house in a poker game, win the Mega Millions lottery, have twins, be accepted into Harvard, complete Navy SEAL training, or survive a plane crash—among other things—than you are to click on a display ad.
