Like almost anyone else in marketing, we love coffee here at Hartley-Stone. But we insist on drinking a decent blend, ground properly through a good machine that’s in full working order.
And we also like our marketing like we like our coffee. And we promise to back up that segue with a decent analogy.
Marketing is a right old stress these days. There’s so much noise and clutter of, often, staid and generic messages, and it’s just getting worse as the world overfills with… stuff.
“Next generation” this, “omnichannel” that, “disrupting” and “reimagining” the other. It’s exhausting.
Imagine pouring all those low-quality beans into your coffee grinder, and leaving it on all day, every day, refilling it instantly whenever it’s empty. Never cleaning it, never maintaining it. Sure, you’re knocking out a lot of cups of coffee, but it’s bad coffee.
And nobody likes bad coffee.
Not to tar the entire discipline with the same brush, but that’s the way lead generation-based marketing often tends to end up. Filling the funnel, over and over and over, with new boilerplate content and marketing strategies. That perpetual machine, churning over. The only measurable ROI is how many actionable leads turned out per month.
But how many of those actionable leads actually lead to anything memorable? Not many? None at all?
Now, just to put the analogy to bed… imagine the perfect cup of coffee.
This cup of coffee has been researched, mixed and served from the ground up to appeal specifically to the one person who’ll drink it. A forensically designed handful of magic beans that strikes a chord on a personal level with the intended recipient.
It’s a match made in heaven.
That’s closer to the marketing we love: ABM.
You make a fraction of the number of coffees you do through the churn machine, but every one of those coffees lights up the person who drinks it. They love your coffee, and they want to buy more. So much more.