“Digital Marketing” (as most people know it) was built for B2C.
Even brick and mortar and the local service industry have been dragged along, grumpy about the “new stuff.”
The consulting world, by contrast, seems to run almost wholly on network and pedigree.
Unfortunately, small boutique firms usually have neither… at least not “enough.”
And when you either get fed up or motivated enough to do something about this, the agency you decide to hire doesn’t know how to handle that mismatch.
Well… they’ll say they know.
But they really don’t.
Because everything they “know” was built for high volume, low information density, quick consumer-facing transactions.
And when they get hired to come in and “do their thing” they inevitably fail because they don’t have the right tools to address a high complexity, high lifetime value, long nuanced sales cycle, B2B audience.
Then the pendulum swings.
It’s back to the “pound the pavement” approach: personalized emails to decision makers, shmoozing at networking events, presenting at conferences.
But it’s only you.
The Principal, COO, CFO, CMO, Head of Sales, Head of Custodial Arts… who can actually execute on this type of strategy.
You and your expertise are what people are interested in… and no SDR is going to make any meaningful headway in this department.
Yea… this won’t scale.
Either you need to:
(A) Learn everything that these myopic digital agencies know, and figure out how to completely rework it so that it makes sense in the context of your market… in your infinitely abundant time… while still billing and keeping your business afloat.
(B) Resign yourself to the status quo. It is what it is. This business isn’t scalable. Might as well make it work for me and squeeze the hell out of what I got.
Neither of which get us to where we know we can go.
It’s preventing exceptional people with deep, valuable expertise from making their highest contribution.
And that’s a damn shame.
The third option: we solve this problem.
I believe it’s solvable.
I vote “yes.”
What’s your vote?