People Buy From People – It’s Simple Really…

As much as it hurts to admit it, having spent my career dedicated to honing my marketing skills, people still buy from people. What I am talking about here is the power of personal relationships. Good sales professionals understand and exploit this. In the B2B technology sector, where I have spent 10+ years, my experience tells me that a personal relationship has a greater chance of creating opportunity than any marketing campaign could.

It’s true outside of sales also, I work with a number of agencies and yes, whilst they are delivering results for me, the defining factor in why I use say, one telemarketing agency over the next is the strength of the relationship I have with them. Afterall, a personal relationship brings one you simply can’t get elsewhere and is often the most important of all – Trust.

So here’s a thought, should marketing serve sales by generating leads for them where ultimately the end-user will already have a strong, trusting relationship with an alternative supplier? Or should we focus our efforts on enabling our sales teams to forge even stronger relationships with their existing networks?

The answer to the above question will probably be different in every organisation. For me, budget spent on lead gen activities will never win the ROI battle over relationship building. Which feeds nicely into the world of Social Media. Here we have a set of tools, networks, channels, communities, that enables us and our colleagues to network as tightly, or as widespread as we wish, completely free of charge.

A combination of clever networking combined with relationship strengthening activities such as corporate hospitality is in my opinion the recipe for success in the competitive industry I live and breathe in.

As I said at the start, people buy from people. Have a think about that when developing your next mass marketing campaign…

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About garethcase

Gareth Case has more than 12 years experience of marketing in the B2B technology space and has held senior marketing roles at Intermec Technologies, Arc Solutions, Viglen, Athona and now ONI and has experience of working throughout EMEA, North America and APAC. His broad understanding of the full marketing mix combined with a diverse skill set has contributed to the success and growth of his previous employers. Gareth has proven, successful experience in the following marketing disciplines: Offline: Marketing Strategy, Team Leadership, Direct Mail, Campaign Management, Telemarketing, Print Production, Public Relations, Copywriting, Budget Management, Graphic Design, Collateral Design, Presenting. Online: Website Design, Content Management, iPad Toolkits, Social Media, PPC, SEO, Analytics, CRM, E-Marketing, Video. Gareth has experience of working across many vertical markets including Healthcare, Local Government, Education, Finance, Insurance, Manufacturing, Logistics, Retail, Media, Not for Profit and Legal. He has started this blog ‘Inside a Marketing Mind’ to share his experiences and promote debate around the latest marketing innovations. Follow Gareth on Twitter here – http://twitter.com/gareth_case and subscribe to the blog for all the latest updates. For a more detailed synopsis of Gareth’s skills and experience, please visit his blog or LinkedIn page


One thought on “People Buy From People – It’s Simple Really…

  1. Well put Gareth. Marketing is about people and social media is definitely about people and forming relationships based on perceived expertise, relevancy or “fit” with what I am looking for. If you can present content with character then people are likely to engage with your written word and ultimately form a bond to the online personality that you present. Much like in the offline world where certain personalities are deemed more engaging than others we will make more of an effort with these characters, we enjoy there company and are happy to spend time with them etc. It’s all about people and the relationships that we form.

    Posted by Robert Heard | December 1, 2011, 9:25 pm

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