Chasing the ‘new thing’ is always tempting … and risky. For the potential consumer of the ‘new thing’, the answer of whether it was the right answer is obvious. That’s why there is so much at stake on a movie’s opening weekend, for example.
And when we get pitches from B2B trade pub salespeople, you can oftentimes sense they don’t even know the true value of their newest e-product, except to their quota.
I had one salesperson show me download numbers for one such product. Numbers were well below three digits in most cases, yet he was calling them good. I don’t have time (or money) to try to reach 100 potential prospects (or really, suspects) with some customized product with a message I’m not sure I have ready to go. Sounds like work, not an opportunity.
So I found this post from TheMarketFarm.com advising what B2B trade pubs should be doing these days, titled: The time has passed for revenue-enhancing digital products.
“In essence, trying to invigorate the company by adding more digital products is just going to lead to more fatigue for everyone – and at best provide only incremental revenue gains.
The real opportunity – and the only real option – is to use digital tools to increase the organization’s footprint and prominence.”
Actually, this advice could go for any organization. It’s not an easy task to find the technology that fits with the organization’s strategy, but it’s going to have to be done. Let them do the work, bring me the opportunity. Make me want to line up on opening night, and make it a blockbuster!