This post on the rise of the social selling expert could have been written for or about us. As has been pointed out in the comments the reference to Big Data is a little confusing and perhaps irrelevant.
However Jeff Molander (the author of the article) points out why he referenced it in his response to one of the comments:
Ok. Honestly speaking? I suppose I did that to create interest in a different angle that nobody’s talking about: Big data as a dangerous distraction to getting the job (sales) done w/ what we already have come to learn and understand (social).
Yes, you can employ both. But ultimately I’m a guy who (if you read me regularly) is coming down hard on the side of marketers being held responsible for creating leads and S-A-L-E-S.
So any marketing initiative (big data and social marketing) should be held accountable. A good number of folks disagree w/ me on that and that’s just fine.
Anyway, I’m just thinking that if someone works in social media they risk being overshadowed by hype and spin of a ‘new’ gimmick (which is what I believe big data to be for the most part).
As Bob Hoffman says, ‘There’s no bigger sucker than a gullible marketer convinced he’s missing a trend.’
If you didn’t know Big Data is a very trendy and fashionable thing with Business Angels and VC’s at the moment and Jeff knows this.
Now if you replace Big Data with Analytics or the analysis of how well you are doing in creating leads and sales using digital marketing methods then you have an article that almost describes our whole reason for existing.
Here’s where Jeff really gets to the point :
‘Said more bluntly: Will you be seen as a money spender or a money-maker in 2013? Will you get caught up in Doug Kessler’s Crap storm or will your content produce leads and sales? The difference between content that’s crap and content that isn’t is simple: Ability to create a business lead.’
This is terminology that we use a lot. Are you a cost (liability) to the business or are you an asset to the business?
Jeff explains why you need to become the latter rather than the former:
‘Maybe you’re asking, ‘why is now the time… why should I be considering rising to the ranks of a social selling expert?’ Because the trend toward investing more on big data must be met by big change. If you’re going to keep your job or client relationship (or GROW it) you’ll be wise to become a social selling expert. Reach beyond engagement and become a money-maker, not just a money-spender.’
I have a sort of hierarchy for Digital Sales and Marketing people:
- Those who have a proven ability to get leads and orders via Digital Sales and Marketing methods: Jeff mentions a couple of people – Ed Worthington and Marcus Sheridan. Marcus is ‘the Pool guy that HubSpot always wheel out to prove the effectiveness of Inbound Marketing.’ No criticism intended Marcus, alias The Sales Lion, IS a great example of a social seller.
- Those who might not understand how to get leads and orders via Digital methods yet but DO understand that they need to get there and are actively trying to find out how.
- Those who are in denial and don’t think they have to even try to get leads and orders via Digital methods.
Position 2. is an ‘honourable’place to be. It’s a place where we spent quite a few years – looking for the answers but not having found them. Then we found HubSpot (Brian Halligan and Dharmesh Shah) and Stuart Ross and Jay Kubassek (Six Figure Mentors, PRO-U and Digital Experts Academy) amongst many others. We saw a number of ways to get leads and orders via the Internet and then we refined those methods to suit our target markets.
Have your business and marketing reviewed by three globally recognized SMB experts! Learn about our free CNC assessments here and see how our dashboard can help you understand your Return on Marketing Effort (RoME) CNC Assessment.