Forget Digital Marketing & Go Old School

Strategy Driven

What’s more, there are now hundreds – if not thousands – of online marketing strategies, each with acronyms that require Googling: SEO, PPC, CTA, AIDA, CTR, CLV, CRM, MoM and a thousand others. As such, a lot of companies and a lot of marketing executives are steering away from digital marketing options and heading back toward more traditional options. This means that digital marketing is losing its impact, while physical marketing has never lost ground.

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What Salespeople Need to Know About the New B2B Landscape

Harvard Business Review

This is a big transition for firms whose marketing, sales-training and enablement tools, and wider organizational processes reflect outdated assumptions about purchasing in their markets. For a century, buying has been framed in terms of moving a prospect from Awareness to Interest to Desire to Action (AIDA). The AIDA model and its variants are the basis for sales funnels at many B2B firms. That is, core solution-selling and account-management skills still matter.

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