Peter WinickFounder and CEO @ Thought Leadership Leverage

Question Assumptions About How You Sell in a Digital Market

5 Oct 2019 · 0 min

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0:28

In this opening segment, the speaker challenges the common practice of applying B2C marketing tactics to the sale of digital content in enterprise contexts. While acknowledging the success of consumer‑focused strategies, he argues that the same approaches cannot be directly transferred when targeting large corporations such as Google or IBM. The core message is that marketers must rethink assumptions and develop distinct strategies for selling digital assets to big‑company buyers.

We're going to question some assumptions about how do you market and sell your digital content. So a lot of the folks today and yesterday are focusing on how to sell content in a B2C environment. And it's not that I'm saying any of them are wrong. They're all killing it. They're all doing great things if the end user is a consumer. And we're going to talk about that a little bit because you can't take the same things that work in the consumer market and move it over when you're trying to sell into Google or IBM or any of the big companies that a lot of you work with. It just doesn't work.