Buyers feel like they are under attack from marketers’ constant emails and messaging, so they’re essentially digging a moat for protection. They’re unsubscribing, deleting and ignoring anything that isn’t radically relevant to them. One of the things we have learned from history is that you cannot siege a moated castle head-on. Under difficult marketing circumstances, you do not take castles by force. All castles can be entered with a drawbridge. Instead of trying to force your way into the castle, try earning the attention of your buyer to actually get invited inside.
In this episode of the B2BMX Podcast, co-hosts Klaudia Tirico and Kelly Lindenau play back Jay Baer’s insightful and memorable keynote speech at B2BMX in Scottsdale, where he explained the three drawbridges to gain buyer trust:
- The Right Message
- The Right Messenger
- The Right Modality
If you like what you hear, you’ll LOVE what we have in store for the virtual B2B Marketing Exchange: Next-Level ABM event this June! Be sure to register by May 20 to take advantage of our Early Bird pricing!