Brand Marketers are not a prize to be won.

I’ve been a brand marketer for pretty much my entire career. A BRAND marketer. Not a “client side” marketer. I’m involved in several email industry groups (well, I was. I recently left a pretty big one) whose members are a mix of brands, agencies, consultancies, ESPs, and other email vendors.

It’s strange being a brand marketer in industry groups, which are mostly all the other types of companies. It often feels like we’re the goal or the trophy (which is sometimes nice, but usually draining for introverts like me). The group I just left frequently refers to brand marketers as “client side” marketers, which has always felt weird to me. I’m not your client, and won’t ever be if you keep referring to me like that. And guess what? Brands have their own customers or clients, so it makes zero sense for you to be calling us clients. Just call us brand marketers.

The group I recently left has a conference. A few months ago they sent out an email about it to the entire membership of the group – again, a mix of different types of companies – about sponsorship for the conference. One of the testimonials from a previous (vendor) attendee was this:

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This email was sent to a large group of people – including many “client side” marketers who were deciding if they wanted to attend. I can’t speak for other people, but for me – this made me cringe and decide not to go to this conference (but did I fly to that city that same week, and stay at the same hotel as the conference to hang out with friends? Um, maybe). I already get 30-40 cold sales pitch emails a week in my job. Why on earth would I want to attend something that would invite more? Hi, I’m a person, not a prospect. I get that that your job might be to sell your product to me, but I have my own job to do (you know, marketing my product to my subscribers), and I don’t want to be in a position where I’m bombarded with people distracting me from it with products and services I really don’t want or need.

I don’t know if this was careless (lack of) segmentation or general cluelessness, but it feels like the people who send these emails only care about sponsorship money, and don’t realize how much they’re alienating the people their sponsors are trying to target. But like – literally every single person you’re emailing about this is an email marketer. Learn to segment. We know you have data about where we work.

This week, I got another email from another conference for email marketers that I’ve attended for the last three years.

Subject line: Direct Access to Elite Brand Marketers
Excerpt:

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Again – as someone who would fall on the “attendee” list, they’re promising access to people like me. It’s exhausting to attend conferences like this, because there are usually more vendors than brands attending, and while the brands are just trying to maybe learn something new that will help them with their jobs, they’re being heavily networked at by everyone around them. It’s exhausting. Again, I’m not sure if this was mistakenly sent to their whole list, or lazily sent to their whole list, but emails like this make me really want to avoid conferences like this altogether. And this one’s usually fun, so that’s a shame.

My LinkedIn feed seems to be full of annoying/bad posts that other people in my network have liked or commented on. That’s how I saw this steaming pile of nonsense.

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I hope/think he meant this is a joke, but based on the comments, a lot of people seem to want to actually try this. Since I really didn’t want to be subjected to this nonsense from salesjerks, I commented on it.

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Here’s the thing – sales reps think they have to be pushy to get their foot in the door. They don’t. They just have to have a product that I actually need, want, and can afford. They usually don’t. I get all these cold pitch emails all the time, and I usually just ignore/delete. If it’s someone I’ve actually met and like, I’ll reply a polite decline. Some of the people I ignore send several rude follow-ups with condescending messages like, “You didn’t respond to my first 7 emails, so you probably don’t manage email at your company. Can you please connect me with the person who does?” Yeah, THAT’s the reason I didn’t respond. Not because your product is irrelevant to my business. I’ve also gotten emails where they’re attempting to personalize their message to my company, but they say things like “We can help you sell more Girl Scout Cookies!!” which pretty much tells me that they understand absolutely nothing about my organization. (If that’s confusing to you – I haven’t sold Girl Scout cookies since I was 12, when I was a Girl Scout. The girls are the ones selling the cookies, not us).

I work at a nonprofit and pretty much never have budget for anything. Aside from our ESP, I only work with two other email vendors – Litmus (because duh) and StoryPorts. Both of those companies have fantastic products that I actually need in order to do my job. They also don’t have pushy sales reps. I learned about StoryPorts a few years ago when someone I knew was working there. I already had a good, friendly relationship with her (she had been my account sales rep at a previous job, when she was at a different company). I took the demo call because the product sounded interesting (and it is!). But we weren’t ready for it yet in terms of business needs and budget. Almost two years later – she had left the company, but had put me in touch with other people there. I was in a meeting at work where someone was talking about wanting us to automate blog post digest emails, and I knew it was something StoryPorts could do. A few months later- we’re now working with them. The point of that story is – it’s a long game. I’m only going to seek out your product if I have a business need for it, not the other way around. You can’t force it just by emailing me a bunch of times.

 

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