Marketers’ Biggest Sin in Demand Generation

As marketers, we all commit a major sin in our demand generation efforts. It’s been committed over and over again for ages. I am often guilty of it as well.

I am talking about relentless sales pitch across the website, content and social media, a.k.a. “marketing fluff”. 

To our customers, partners and community at large, content infused with self-promotion fails to attract meaningful engagement and the much desired conversions.

We need to reconsider how we present the value of our product, our platform and our technology by asking the following questions:

How can we better focus on the problem that our product or platform is solving?

How can we highlight the use case it is best suited for?

How can we quantify the ROI it is delivering?

How can we bring to light examples of who is already succeeding with our technology?

I know it is easier said than done, yet we have to put ourselves into our customers’ shoes. The “outside in” perspective is what we as marketers need to remove the self-promotional fluff. The focus should be on the problems our product solves, the data quantifying the impact, and examples that highlight the impact.  

Take a look at your company’s LinkedIn feed and see what you find. Is it “marketing fluff” or meaningful content for your target audience?

#demandgeneration

#marketingfluff

#contentmarketing