Why Steroids Are Bad for Sales, Too
February 24, 2014
Today's guest post is by Vivek Venugopal, who is a marketing automation specialist at Bizo. You can learn more about Vivek in this "Behind the Desk" segment.
I read this excellent post by Bijan Sabet on calling products “the blah blah blah on steroids.” He explained how detrimental this phrase can be to the product and to the messaging, because:
- “Steroids are bad” -- at least in the context of sports.
- “Redefining an experience in a unique way is how you beat the market leader.”
I’m 100% guilty of falling to the easy “on steroids” trope to communicate the effectiveness of our products – it’s an easy way to frame the conversation and quickly get people up to speed on the environment we are talking about. Taking the ’Roids Road is an especially effective path on a sales call where a salesperson only has 15 minutes to quickly and efficiently tell a story about a new product.
But, as Bijan argued in his article, doing so does a tremendous disservice to the product - if it is in fact paradigm changing. If you have something that is truly “redefining an experience,” then beginning the conversation with “blah on steroids” means that you are immediately putting yourself in the role of playing catch-up – the steroids may help you get to the front-runner, but you’re still playing the same sport.
If your product is a new way of thinking, then you have to be playing an entirely different sport – and you need to start your call talking about the new rules of the new game. You need to get across an idea like this, “You’re running the 100-meter sprint – we’re talking about Quidditch.”
Bizo for Marketing Automation, one of our newest products, is a great example of this way of thinking. It is easy to say that one part of what this product does is “retargeting on steroids” – which I do ad nauseum – but that vastly oversimplifies the complexity and sophistication of the solution. What we are doing, in fact, is redefining the experience of nurturing the anonymous visitors to your website.
We have been able to create a program that allows marketers, for the first time, to create sophisticated display nurture campaigns – giving them the ability to send waves of display advertising to prospects based on their site behavior and complex rules, defined by the marketer, to truly nurture an anonymous prospect to drive them to conversion.
We are not in the business of simply mimicking existing retargeting solutions, but rather in changing how marketers think about nurturing prospects, even before they identify themselves. And then, when these prospects do identify themselves, our system enables marketers to nurture prospects in a truly multichannel way to give them more opportunities to engage with relevant content.
So we have abandoned all talk of steroids. Instead, we talk to our prospects about good retargeting. About better retargeting. And finally about anonymous contact nurturing. And it is anonymous contact nurturing that we offer with Bizo for Marketing Automation. This is not retargeting on steroids – this is a new way to think about nurturing your prospects.
It’s a whole new ballgame.
For more information on Bizo for Marketing Automation, download this guide, "Beyond the Inbox."
This post was originally published on the Bizo blog. In July 2014, LinkedIn + Bizo joined forces to build the most robust B2B marketing platform available to marketers. To learn more, check out David Thacker, VP of Product at LinkedIn’s announcement blog post.