One company that never stops inspiring and (entertaining me like crazy) is Netflix. Netflix transformed itself from a struggling DVD rental service to a global streaming giant.
Initially hindered by physical distribution limits, Netflix shifted to a streaming model in 2007, leveraging the internet for rapid content delivery.
This pivot, alongside aggressive content acquisition and original programming, propelled Netflix into a new growth phase, expanding its subscriber base exponentially and revolutionizing the entertainment industry.
The company's strategic shift to streaming and content creation turned it from a niche service into a dominant force in global media.
This is one of the best examples of shifting from growth handbrakes to growth steroids.
What are the handbrakes in your company? Are you adopting new distribution channels, leads targeting technologies, advanced automation and other new-gen methods to turn brakes into steroids?
The best part is that you do not have to create anything. You just have to have a nominal monthly subscription and you can have some of the world’s most advanced growth tools working for you.
This is what we are going to talk about in edition #6 of Vik’s MIX.
No more sounding like an overly thirsty spam cannon
Creating immersive "wow" moments
When even your most premium pieces are doomed to anaemic reach
Let’s get the engine rolling.
No more sounding like an overly thirsty spam cannon
Okay, real talk here - we've all been in that situation, right? You're just casually browsing at the mall, zoning out, doing your thing.
Then bam! A sales associate descends like a hawk, peppering you with questions: "Can I help you find anything? Want to see our new stuff? Just let me know if you need anything!"
Instantly, you feel ambushed and irritated. Your instinct is to bail immediately and avoid that overly pushy person at all costs.
Yet for some crazy reason, so many B2B companies out there insist on being that virtual spam cannon blasting people the second they hit their website.
Not a good look!
Listen, it's 2024 folks. We gotta get smarter about how and when we try activating buyers.
Nobody wants to feel attacked and hassled right out of the gates. There's a delicate art to it that, when done right, feels super helpful and personalized rather than obnoxious.
Companies like Leadfeeder have this buyer activation game on lock. Their platform lets you monitor when someone from your target list hits your site.
Source: Leadfeeder
From there, you get a detailed snapshot of where they're at in their journey and what content is piquing their interest. Pretty nifty, right?
With those real insights, you can engage those hot leads with tailored messaging and offers designed to activate demand at the perfect moment.
No more coming across as an overly thirsty spam cannon desperately trying to make a sale happen.
Leadfeeder's not alone either. You've got innovators like Qualified and EBQ using predictive models and conversational intelligence to determine the ideal timing and context for kicking off high-value chat experiences. Wild stuff!
They're analyzing buyer signals and behavioural data to identify those make-or-break opportunities to spark genuinely engaging two-way conversations. Not just generic CTAs blasted to everyone.
Even marketing masters like Adobe Marketo and HubSpot are leveraging AI to automatically score leads based on data-driven indicators of purchase readiness. That way, sales can laser focus their energy on activating the hottest, most qualified opportunities.
The point is, we're way beyond just blasting leads over to sales or assaulting site visitors with generic CTAs and pitches.
The savviest teams are tapping data science and deep buyer intel to rigorously pinpoint the proper windows for activation plays that actually work.
So do yourself a favor - take a hard look at your current activation strategy. Are you still leaning a bit too much into the desperate spam cannon role here?
If so, it's time to evolve and start genuinely tuning into what your buyers want and need at each particular moment.
Creating immersive "wow" moments
You know what's really fueling the elite growth marketers these days?
Finely tuned, data-powered marketing operations designed for delivering those immersive "wow" moments throughout the buyer's journey.
These companies aren't messing around either. They're investing heavily in cutting-edge technologies that create seamless, omni-channel experiences primed to capture skeptical buyers' attention and loyalties.
Take Demandbase for example. They've straight up cracked the code on using machine learning and data science to fully automate and optimize personalized marketing journeys across every channel. Email, ads, direct mail - you name it.
We're talking deep buyer intelligence fueling perfectly timed, hyper-relevant messaging at scale.
It's like having a whole army of brilliant marketers meticulously nurturing each account, but powered by advanced automation. A total game-changer!
Then you have companies going all-in on raising the bar for traditionally stale experiences like sales presentations and product demos.
ClearSlide's software basically turns blah slideshows into immersive VR-lite adventures with audience tracking, embedded CTAs, and dynamic ROI calculators.
Their clients are using tech like this to create mind-blowing "wow" moments that instantly captivate distracted buyers whose attention spans are shorter than fourth-graders these days.
And let's not overlook pioneers like Qualified who are revolutionizing conversational marketing.
Their AI-driven chat tools identify active visitors and kick off high-converting conversations via chat, voice, you name it.
But we're not just talking basic chatbots here. This stuff maps complex buyer intelligence to each interaction and automatically unlocks hyper-personalized discussions tuned to their precise context.
At the end of the day, the most innovative B2B teams have realized that turbo-charging their marketing operations with modern tech like this is mission-critical for delivering wow-worthy experiences at scale. Plain and simple.
So if you're still rocking those siloed, disjointed processes and tools, you're just flat-out putting ridiculous hurdles in the way of your growth.
Get on board with the new paradigm of AI-powered, data-driven workflow automation geared for buyers' realities, or get left behind. It's that simple.
When even your most premium pieces are doomed to anaemic reach
Okay, I know this is going to sting for a lot of content marketers out there, but I've got to keep it real:
Even your most high-quality, top-shelf content pieces are essentially doomed from the start if you're sleeping on strategic content syndication.
Think about it - the time, money, and effort that goes into creating killer guides, videos, and other assets is just insane.
We're talking content operations on par with small movie productions these days, right?
Yet for most teams, even those VIP pieces struggle to crack double-digit reach and engagement numbers when they self-promote and distribute on their own channels. A total heartbreaker after they poured their souls into it!
But stay with me here, because I've got a two-word recipe for potentially salvaging all of that untapped value: Content syndication.
Source: Hubspot
Here’s what you need to do.
Embrace data-driven syndication channels: Move beyond traditional "spray and pray" syndication methods. Leverage platforms like NetLine that utilize AI and human review processes to ensure your content reaches ultra-specific, genuinely interested buyers actively seeking your offerings.
Prioritize qualified lead flow: Opt for syndication channels that prioritize pre-qualified lead flow from stakeholder-level buyers who have legitimately consumed and engaged with your content. This ensures efficient ROI and avoids vanity engagements or irrelevant window shoppers.
Explore interactive lead generation hubs: Companies like RevOps Funnel package your existing blogs, videos, and other materials into interactive, customized lead generation cloud hubs and assessments, enticing engagement from intent-ful buyers.
Align with buyer intent: Effective syndication channels should align with buyer intent, ensuring your content is visible to those actively seeking solutions or information related to your offerings.
Continuously optimize and refine: Regularly analyze the performance of your syndication efforts, adjust your strategies based on data-driven insights, and continuously refine your approach to maximize the impact of your content assets.
Stop relying solely on your own channels and databases for content distribution.
Leverage data-driven syndication platforms, prioritize qualified lead flow, explore interactive lead generation hubs, align with buyer intent, and continuously optimize your approach.
By doing so, you'll unleash the true horsepower of your content and drive tangible ROI for your organization.
Well, this is all for the edition #6.
I would like to end it with one of my favourite quotes.
"Knowing is not enough; we must apply. Willing is not enough; we must do." — Bruce Lee
This is why I encourage you to implement these insights in your organization.
Even if you choose just one good idea and execute it well, you’ll see real, tangible differences. And that’s the ultimate purpose of my newsletter.
If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
Need help with your marketing or branding? Reach out to me for advice, partnerships, interviews or podcasts.
Meanwhile, subscribe to my newsletter for the most potent and latest marketing tips straight to your inbox.
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