BEST PRACTICE: Thought leadership in the age of information overload
Let's face it, traditional, 'broadcast-style', B2B marketing is broken. Nobody cares about your brochures, ads, web banners or direct mailings any more.
While vendors used to be seen as valuable sources of information, you're now seen as just one of thousands of sources and not a particularly reliable one at that. It's as if you've got a sizzling neon sign on your head that says, Beware: hidden agenda.
The problem: we're all buffeted by a firehose of information. By email, on the web, on Facebook, YouTube and Twitter. When that happens, humans tend to send all input through a filter called What's in it for me?. This is a filter with very small holes.