Strategy+Design

There is a fantastic SlideShare by Velocity Partners on the use of metaphors in B2B Marketing (or misuse, rather). As I wrote in my previous post, business marketing is about relationships because the journey (more on that below) that B2B companies take their customers on is all about finding a solution to their problem, not necessarily a single product in a shiny new package. That is why content marketing is the big thing nowadays, because the journey is dependent on useful content to help customers navigate.

Metaphors get overused and misused in pitches and campaigns all the time because they can conceptually and visually prove a point. The problem is that sometimes we tend to believe the metaphor as truth and that’s where things can get slippery and lead to “lazy marketing”. Now, I wouldn’t go so far as to say that using a certain metaphor is poisonous, but I do agree with the Velocity folks that metaphors can mislead both marketer and customer if they are not careful.

It’s weird “” I know every marketer understands these are just metaphors. But I actually think a lot of B2B marketing really does act as if the metaphors were true “” that they reflect the real world. Do I think they’ve been fooled by a metaphor? Not really. But I do think they’re behaving as if they have been!

– Doug Kessler, Velocity Partners

Highlights of three metaphors discussed in the SlideShare

1. The Funnel: B2B Sales funnels are not real funnels. They don’t have gravity helping push leads to the bottom and they don’t have hard sides. There are thousands of ways out of the B2B funnel. You have to create the gravity yourself and build engagement so that you retain your prospects attention.
2. The Purchase Journey: Purchase journeys are not journeys at all. Most buyers are not heading your way because they don’t know that you exist. Some may grope and stumble upon you in the dark but that doesn’t guarantee they will engage. B2B purchasing is process based on nurtured relationships backed by useful content. That means you have to turn on the light, get on your soapbox, and shout really loud so you will be heard. It also helps if you have something worth listening to (that’s a hint).
3. The Follower: Your followers aren’t really followers. Most are just desperate to add you to their follow list. What matters most in B2B Social Media is earning a reputation for intelligent, consistent, and entertaining sources of insight. It’s called thought leadership for a reason. Your social community will sit up and tune in when you earn their attention.

Clear, concise, and compelling content is the glue that holds everything together and mitigates the risk of misleading metaphors and lazy marketing. Successful B2B content marketing is hard to do well. But when it is done right, it is a beautiful, powerful thing.

Have you had any misleading or “poisonous” experiences with marketing metaphors? Let us know below or on Twitter (@SterlingKlor).