9 Marketing and Sales Myths
Here are nine common myths about sales and marketing. I look forward to hearing any myths that you would like to debunk.* **
1. Myth: You can rely on email to be the workhorse of your online marketing efforts.
- Fact: Email usage is declining by as much as 59% across all age groups.
- U.S. users spend 3 times as many minutes on blogs and social networks as on email.
- Leads generated by blogs and other social networks cost 62% less than those generated by outbound marketing.
2. Myth: Nobody reads blogs.
- Fact: 65% of daily internet users read blogs
3. Myth: Blogging is over rated and not particularly effective for generating leads.
- Fact: 2/3 of marketers say their company blog is critical or important to their business
- Companies that blog get 55% more web traffic and 70% more leads than those who don’t
4. Myth: Web traffic is the most important indicator of online marketing success.
- Fact: Web traffic is nice, but if they leave before converting to a lead, it doesn’t do much good.
5. Myth: If you give your content away for free, prospects will never buy what you have to sell.
- Fact: Sharing relevant, free content, helps search engines and prospects to find you
- Free trials are an excellent way to demonstrate your product and increase conversions
6. Myth: Marketing automation software is all you need to generate boatloads of quality leads.
- Fact: McKinsey found that the single most important factor in software company growth was choosing the right market segments and sub-segments. Marketing automation software doesn’t choose segments to target.
- Marketing automation software can help attract and streamline the lead nurturing process, but it doesn’t do anything on its own
- Automating a poor process will do more to chase leads away than to attract them
7. Myth: Since Marketing Automation programs are integrated with CRMs such as Salesforce.com and Sugar there is no need for manual processes that drive marketing and sales alignment.
- To the contrary without processes to drive marketing and sales alignment, you have one automated system feeding bad information to another automated system. You have automated the garbage in garbage out process. Unfortunately, you depend on this for sales
8. Myth: The internet automates the sales process, so sales people are unimportant.
- Fact: The internet automates communication and order taking. With all of the options available to customers, the process of guiding a prospect through their buying process is ever more crucial
- From 39% to 52% of a company’s success at winning customer loyalty depends on the effectiveness of salespeople. **
9. Myth: Focusing on teaching and replicating the success of the top 20% of sales performers is the best way to grow sales.
- Fact: A recent worldwide study of 900 B2B sales people found that although the top 20% of sales people sold 52% of the sales, they used 50% of the total resources. The main difference between them and the next 60% was that the top 20% were excellent at bending rules and securing internal resources. They found that a more effective way to increase sales was to reduce or eliminate the errors caused by the bottom 20% of the salesforce.**
What myths have you debunked recently?
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* Source: Marketing Fact vs. Fantasy
** Source: Raising Sales Force Effectiveness
, September 22 2011 by Howard Stevens and Geoffrey James