Is that they often don’t listen very well. Let’s consider a couple of examples that should sound pretty familiar.
The One That Obsesses Over “Content”
They will come in with grand plans to turn your organization upside down, from a reclusive, hard-working enclave of expertise into a factory that churns out mountains of infographics, text and insight. The belief goes that since people research their purchases, you need to show up in the course of that research in order to make a sale.
In fairness, there is ample evidence of just how important search is to the modern purchase cycle, in both B2B and B2C sales. But the problem with this Hipster Marketer is that their strategy relies on the purchase to begin with a search in order to succeed. For most B2B sales, this isn’t the case.
Yet, when the sales team shows up and tells them that individual relationships, trade shows or other offline means are the most successful stimulus, Hipster Marketer doesn’t listen. They laugh. They go back to the office and tell all their buddies about that crazy, ancient client stuck in their old ways.
Then they launch their content and the organization is left to wonder why it’s not generating huge new sales contracts.
The One With Lots of Technology
This one is dangerous, because they’re really good at generating hope.
Having a problem with your emails not generating enough leads? No problem! They know of a platform that will do it better.
The website isn’t getting enough traffic? Here’s a shiny new SEO-friendly content management system!
There are two distinct problems with this typical Hipster Marketer:
First, they’re usually really bad at making any of it really happen. The hype that precedes the SaaS purchase gives way to the technical support calls that come from an overburdened marketing manager having to maintain the system long after the Hipster Marketer has left.
Second, the creative and technical direction that needs to support the technology is usually never even mentioned. It’s well and good to decide that “we’re going to build an email list” but this almost always ends up with a “newsletter” that doesn’t do much for the organization’s sales.
The One That Loves ‘Social’
You operate a successful business that sells aftermarket forklift parts. No one Tweets about that.
The One That Tells You What You Need Right Away
Hipster Marketers hate hearing that marketing supports sales, especially in the B2B space. But, it’s true: marketing exists to help the company sell more stuff. Therefore, it stands to reason that someone should get to know your sale, how it’s born, matures and why it dies, before they start telling you what to change.
When all you have is a hammer, everything looks like a nail; and the Hipster Marketer who starts telling you what you need to do, right away after meeting you, has a hammer. Conveniently, the solution you just have to do is the only one that they have to sell.