How's Your Long Game?
By Perry Rearick, Chief Editor, Follow Your Buyer
There was a big event last week and, no, I’m not talking about the box office release of the movie Cocaine Bear.
The Oracle of Omaha spoke!
Warren Buffett published his annual letter to shareholders. In it, the ultra-practical, 92-year-old chairman and CEO of Berkshire Hathaway, struck an optimistic tone while referencing his more than 60 years of penning the letter.
Here is an excerpt.
“I’ve been investing for 80 years – more than one-third of our country’s lifetime. Despite our citizens’ penchant – almost enthusiasm – for self-criticism and self-doubt, I have yet to see a time when it made sense to make a long-term bet against America. And I doubt very much that any reader of this letter will have a different experience in the future.”
You might say he’s playing the long game. Are you?
Let’s apply Buffett’s wisdom to now and our own B2B marketing strategies. Concern about economic troubles and a potential recession has some business leaders focusing 100% of their marketing operations on short term sales, limiting marketing collateral to that which targets the end of the buyer’s journey.
The problem with this strategy, is that it disregards buyers. Let’s assume that most buyers are not as optimistic as the Oracle. If this is the case, they are not in the late stages of the buyer’s journey. Rather they are carefully researching the issues they face, meticulously developing strategies to weather a potential economic downturn, and wisely planning their next moves. They are not reacting with immediacy to product and service-centered calls to action.
B2B businesses should be creating more early buyer’s journey content intended to help buyers where they are with the issues they face now.
For more on this topic, I encourage you to read B2B Thought Leadership Content Is More Important Than Ever.
I hope you have a great week!