There was a day when I thought I was a progressive, internet-savvy industrial marketer. Still today, among B2B marketers willing to fill out an online survey, I’d like to think I’m ahead of the curve.
But apparently the rest of the industrial/B2B marketers have moved on and decided that email marketing is the most important type of marketing they’ll be doing in 2011.
I was stunned to see blogger Chris Rand’s BMON’s response from 183 marketers “Where are you advertising next year?” survey:
What do we find? Firstly, there’s a clear winner. Email marketing is going to be the most important area of investment for industrial and scientific companies next year. Over 80% said it was going to be “high” or “medium” priority, and only 3% said they wouldn’t be using it at all.
I’ve got one niche mailing list I use a couple times a year, and email blasts culled from my CRM for the few shows we do. I don’t even count those as enough to get me out of the lowly 3%, let alone the bottom 20%.
I’ve always put us scientific/industrial/capital-equipment types as ‘demand driven’ marketing. Email should be a lower priority, while optimizing being ‘found’ would be the top goal.
All I’m going to do with email marketing is annoy the very same engineers who will sooner or later be shopping for our type of equipment. They remember what salespeople and companies annoy them. Trust me on this!
I’ve seen the rise of ‘marketing automation’, and been confused by it all. But for certain marketers (technology/software marketers especially) where nurturing, educating, and creating demand are key tasks, I’m sure it makes sense. Slickly done, with a dedicated staffer running the program, it has to easily show value.
Then there are the really lame email blasts I get from companies that are going to try email marketing about once, half-heartedly. The messages are so bad, no one responds, and email marketing is declared a waste.
Somehow, I suspect there are a lot more than 3% of marketers who fall in the ‘really lame’ category. They certainly aren’t thoughtful enough to read a blog or respond to a survey, though.
Note: I hate surveys because benchmarks don’t always apply to what is right for me. This is certainly the case. But I’m just surprised to be so far in the minority!