This may seem like a strange title for a B2B blog. But hey if you're not different you just sound the same and most people love dogs, right? Especially cute ones like Cockerpoos........
Anyhow, the title is more about what a dog has to do with B2B. Curious?
Every day, on my walk to work, I pass a guy walking his dog. His dog is a supremely cute Cockerpoo. This means a bit to me because I'm the proud owner of a cute Cavapoo. In fact they could almost be related.
For about two weeks I wanted to get to know the dog. Two weeks. That's ten days for me to say hello and I'm not a shy person either. Eventually I took the plunge. The dog was lovely and the owner pleasant.
So what does that mean?
Emotionally. Even when I wanted to, it took ten "opportunities" or "touch points" for me to introduce myself to the dog and its owner. Ten.
Let's think about that in context of marketing. If it takes me ten touch points for me to motivate myself to engage when I wanted to - what does that really mean for "cold" B2B brands and their sales and marketing approach?
Well, according to Hubspot, most sales people give up after 1.3 attempts to call someone. 1.3! Add to that the fact that they found it took eighteen calls to get in touch and you'll get an idea of what I'm getting at.
B2B buyers are humans too. You need to remind them, regularly, that you exist to make sure they respond. If it took me so long when I was motivated, how long does it take for a prospect that isn't? (yet)
Fortunately there's a load of stats that back up the multi-touch, consistent approach. Dr Jefferey Lant has his "Rule of Seven", meaning you need at least seven touch points. Salesforce say six to eight touches, and pretty much every other piece of research I saw stipulated between five and seven. So why do we give up at 1.3?
Even in the marketing space, I'm not sure we ALL have the idea of regularly contacting prospects consistently over time. Combine that with sales effort and you're getting towards the golden ticket. Sure you have to add value. You can't just tap someone on the shoulder for the sake of it, but you can still be assertive without being aggressive and informative without being pushy. Just don't give up early and make sure you work as a sales/marketing machine rather than islands.
To sum up
Remember the fact that when humans are motivated to do something it can still take consistency and ever presence to get them to take that step. So don't be afraid to keep contacting people - just make sure you do it in a way that adds value with the kind of content that informs rather than purely pushes.
Either that, or buy a Cockerpoo and walk near your prospects office. Just keep it up for at least two weeks or you're doomed to failure....