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Happy New Year!

As we bid farewell to the challenges of the past year, we step into 2024 with renewed optimism, energy, and a commitment to achieving unparalleled success. I trust you had a relaxing holiday season and are ready to embark on a year filled with growth, prosperity, and… the same old sales and marketing tactics??

With AI being the current buzz… it’s tough to imagine marketers relying on the tried and tested (and existing) strategies. But I’m hearing that from many in the industry… do they continue to focus on the same old, same old?

It makes me think of this cool (and appropriately titled) song by Aerosmith – give it a listen as we see what the experts are saying this week.

Same Old Story

As I discuss 2024 plans with clients, the Forrester B2B Revenue Waterfall (formerly known as the SiriusDecisions Demand Waterfall) invariably comes up.

What is it about the waterfall that makes it so useful? Sure – it’s a common language between sales and marketing when you’re discussing demand generation and activity stages. But it’s not new. Even when it was introduced way back in the early 2000s, it wasn’t a new concept. Same old story… but with a new twist, right?

Sometimes it’s not about reinventing yourself or your processes. A new year doesn’t ALWAYS have to be a new you! Maybe it’s just a tried and tested campaign or process – and it’s all about focus for the upcoming year.

Concepts like ABM have been around forever in B2B – are they going away? What are you seeing at your organization? Maybe you’re changing things up by trying out new tech and tactics. Or is it more about putting a new spin on those same old channels and campaigns?

Same Old Song (and Dance)

I’ve been seeing a ton of stats about the state of music sales and consumption in 2023. The BBC’s coverage of it highlighted a startling stat: not a single new album released in 2023 made it to the list of the year’s top-selling albums, OR achieved platinum status!

A positive angle on this could be that the recorded music market has grown explosively, so consumption is more fragmented than ever. Another might be that we’re moving into a “post-superstar” age, where new artists simply never reach the long-term stability and success of Madonna or Prince.

2023 being the first year in the UK that not a single new album graced the Top 10 is something we all need to think about. For catalogue owners, especially major labels with extensive back catalogues, all consumption translates to revenue, making this a positive business scenario… but this short-term win is arguably at the cost of a longer-term (and greater) loss.

The bigger concern is what this means for music and culture in general, and what it means for things like live music and festivals which may, in years to come, find themselves struggling to secure noteworthy headliners.

Is this failure to outsell catalogues because of A&R (artists & repertoire), investment in marketing, strategic error… or simply circumstances beyond everyone’s control? Are we seeing this same fragmentation in our B2B world?

Ain’t gonna change it, can’t rearrange it… so if we in B2B are staring down these challenges too, then we need to pivot to meet them head-on. Think back to those changes for the new year – whether it’s new tech and tactics, or a new spin on the tried and true, how will you take on these changes?

Let me know what you think… and as always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post New Year, Same Old You… But With a New Spin! appeared first on Virtual Causeway.

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Ugh. I hate it when I make a mistkae.

I realize it’s unavoidable. Sometimes you just need to shake it off and move on – especially when it comes to client deliverables. I want to ensure a high level of quality, but the typo, the miscommunication – it’s all I can see. In reality, we’re our own worst critics, right?

What’s your favorite mistake?

Give this song by 2023 Rock Hall inductee Sheryl Crow a listen as we see what the experts are saying this week!

Your Second (B2B) Mistake

We’ve all made them. Our colleagues have made them. It happens from time to time. But the SECOND mistake, the avoidable one, is the one that really causes trouble.

According to Seth Godin: “When the first mistake flusters us, breaks our rhythm or messes with our confidence, we’re far more likely to make the second one. It’s almost impossible to avoid making a mistake. But avoiding the second mistake (or, just as likely, the cover-up) is a learnable skill.”

What’s YOUR favorite B2B mistake? Perhaps it’s the time you copied a client on that embarrassing internal memo (I’ve done this). Maybe it’s that social media communication posted in error. Did it make you feel like you would go up in flames? Let me know what it was – and how you avoided that second mistake!

Fake it Till You Make it

Playing music is hard… possibly harder than you realize. And performing music flawlessly can be a daunting task. During the years that I ran a School of Rock music school, we always told our students to “fake it till you make it.” If you make a mistake on stage, recover, and make it look good.

So what are some other tactics to handle making mistakes during a performance?

• Find your place
• Communicate with your bandmates
• Don’t be super obvious (that’s the “fake it till you make it” bit)
• Learn from your mistakes
• Minimize nervousness

How does this apply to B2B? I think we can all learn from the great musical performers we’ve seen. Are they always perfect performances? Heck, no! Sometimes the ‘mistakes’ are the most exciting part of the performance!

So when you’ve made up the bed and it comes time to lie in it, at least you can make it a little more comfortable. Mistakes happen – you can’t avoid it. OWN the mistake… and make it your own! Apply some of these musical concepts to your own B2B environment and you can still come out on top!

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post The B2B Art of “Fake it Till You Make it” appeared first on Virtual Causeway.

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Have you ever gone to a movie and realized halfway through that it wasn’t going to get any better? You tell yourself to just get up and leave, but you don’t. Come on – this has happened to all of us…

Why do we stay?

Give this appropriately named song by the Clash a listen as we see what the experts are saying this week.

Why You Stay When You Should Go

Sunk cost fallacy – it can cripple your decision-making. It’s when one is reluctant to abandon a strategy or course of action because they’ve invested heavily in it, even when it’s clear that abandonment would be more beneficial.

We’ve all seen examples of this in B2B – how many times have we seen a sales rep that won’t let a deal go no matter how many times the close date is pushed? What about those leads that you hang onto – continually marketing to them, adding them to drip campaigns, and engaging in multiple qualification conversations that just don’t go anywhere!

So why can’t we let go?

Victor Antonio says there are 3 possible reasons:

• Sunk Cost: The longer you stay the more you’re delaying moving on to something more productive or fulfilling. If you go there could be trouble… but if you stay it will be double! So be honest with yourself: how much more are you losing by sticking around?
• Need for Closure: Life is full of mysteries; it’s always tease, tease, tease. Learn to accept that you don’t have to know the outcome, you simply have to know that it’s not for you. Focus on what YOU can control: your ability to walk away!
• FOMO: Ask yourself, “Even if things did change, is the outcome really worth holding on to? Is the juice worth the squeeze?” If it’s something you believe in strongly, then yes, hold on! Fight for it! But if you’ve decided you’ll be here till the end of time ‘just in case’… that’s never a good strategy.

We need to rewire our thinking. Don’t let your biases hold you back! I’ve always believed that it’s just as important to DISqualify a prospect as it is to qualify one. Otherwise, we run the risk of expensive outreach and marketing efforts that take us nowhere.

Other Lessons from The Clash

Our ‘musical guest’ this week – the Clash – were trendsetters in their time. There are many articles about the way the band was promoted and their rise in popularity… But what else can we learn from them?

This article is fun, and talks about what the Clash can teach us about B2B copywriting. It’s all about AUTHENTICITY – which, especially in this age of AI-generated content, is something that can be lacking. The Clash were told by their manager, “Write about what’s affecting you, what’s important.”

Maybe this is how you can stand out from your peers – and really produce content that resonates with your audience! What’s affecting them? What’s important to your leads and customers? Figure that out first, then come on and let them know that you’ve got what they need!

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post Know When to Abandon Ship on Your Leads appeared first on Virtual Causeway.

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For many of us, this is a holiday week – the lead-up to Thanksgiving. A time to give thanks (hence the name), spend time with family (away from work!) and consume large amounts of TURKEY!

This week’s post will be short and sweet – as I know many of you are scrambling to fit a week’s worth of work into a couple of days!

Give this VERY short song by the Rolling Stones (under 2 min!) a listen as we see what the experts are saying this week.

Marketing Turkeys

We’re all aware of the Bud Light marketing fiasco from earlier this year – let’s take a quick look at some other marketing and ad campaigns that have backfired spectacularly over the years!

What about B2B? What are classic marketing mistakes in our realm… and how can we avoid them? Forbes is gonna tell you how it’s gonna be – their Top 5:

1. Positioning is not a priority
2. You follow the crowd
3. You don’t give a say (early on) to those with sway
4. You make it all about you
5. There’s no cohesion between your marketing and sales teams

If you read these weekly blog posts (which I hope you do!), then you know the last one in this list is a real sticking point for me! So I guess this year, I’m grateful to know that this lesson will not fade away as others are also preaching the importance of sales and marketing alignment.

Musical Turkeys

According to Rolling Stone (the mag, not the band), here are the 50 worst decisions in music history! Fun list – give it a quick read if you can. Everything from Ticketmaster’s dynamic pricing rollout to Kanye’s Taylor Swift ‘interruption’ and the Stones hiring the Hells Angels to run their security team.

Mistakes bigger than a Cadillac… and many of them show that sometimes hindsight really is 20/20. Do you have any examples of famous – or infamous – B2B marketing blunders?

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post Don’t be a Turkey! Avoid these B2B Missteps appeared first on Virtual Causeway.

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Believe it or not, the holidays are right around the corner! Before you know it, we’ll be celebrating a new year.

You may have heard the quote, “procrastination is the thief of joy,” and I couldn’t agree more when it comes to managing our B2B sales and marketing efforts.

Given the shifts we’ve seen this year, it’s essential to reassess plans. By analyzing our current strategies, we can determine if adjustments are necessary to adapt to the changing landscape. Don’t let procrastination put your long-term goals at risk!

Don’t be lazy, and give this song by Deep Purple a listen as we see what the experts are saying this week.

Psychology of Colour in B2B

And speaking of Deep Purple, I have a lot in common with them. No, it has nothing to do with my musical prowess or skill on the guitar. But our corporate colour…

According to HubSpot, up to 90% of an initial impression can come from colour – and 93% of consumers make purchasing decisions based on visuals alone. That can be a lot of pressure when it comes to picking the right colours for your brand!

This article from Kalungi talks Colour Psychology. Whether you’re working on a new startup, rebranding, or just thinking about a refresh, they offer some great tips and warn against common colour mistakes in B2B SaaS:

• Know your Colour Theory basics. Hue, tint, tone, shade, and how different colours all work together will all play into how you choose your palette.
• Limit your colours. Having too many colours will dilute your message and make it seem like you don’t have a brand at all!
• Consider your brand message. What’s your brand voice? What message are you trying to communicate?
• Get familiar with Colour Psychology. Different colours evoke different emotions and elicit different responses. Use that to your advantage!

HubSpot shares a great breakdown of Colour Psychology (suitably, it’s a great visual representation). Virtual Causeway Purple is supposed to generate a wise, sophisticated aura…

What do you think? If you don’t make no effort, your corporate colours might end up sending the wrong message! According to HubSpot’s chart, what do yours say about your brand? And more importantly, is it what you want them to say?

Recommended Music Reading for the Fall

With the holidays approaching – how about some music-related reading to tide you over? Maybe you’re in search of a great read so you can just stay in bed as the cold weather rolls in… or you’re looking for a gift for that music lover on your holiday shopping list. Well, look no further – my favourite music journalist Alan Cross has provided his recommendations…

Included in his list: Rush bass player Geddy Lee’s autobiography; memoirs from Barbra and Britney; a look at the Beatles’ fashions (which no doubt touches on colour, too); and a book of Canadian music facts – like the invention of the term “Beatlemania” and how Toronto’s airport code (YYZ) ended up on a Rush album – perfect for the lover of pub quizzes or bathroom readers.

What do you think? Be it music, marketing, or another topic entirely… are there any new or upcoming reads that you’re excited about? I’d love to hear them!

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post Colour Me Surprised: Colour Psychology in Branding appeared first on Virtual Causeway.

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What is it about water?

Whether it’s a lake, river, or ocean – it’s always held a special place in the human psyche. It’s a source of nourishment, a medium for exploration, and a force to be reckoned with. Some of my most productive thinking happens at the lake!

Just as water can take on many forms, from tranquil lakes to tumultuous oceans, its symbolism is equally diverse – reflecting our desires, fears, and aspirations. What’s it reflecting for you this month? As year-end approaches, are you wrapped up in fear or a confident force to be reckoned with?

Give this song by Jane’s Addiction a listen as we wade into the Ocean Size waters of B2B and see what the experts are saying this week.

Saltwater B2B Lessons

I was recently sitting by the ocean watching a group of dolphins swim effortlessly past – and it made me pause. When we think of B2B marketing, we often picture boardrooms, data analytics, and corporate strategies… not the playful acrobatics of dolphins. But I love finding unlikely parallels to B2B – so I thought we could take a journey beneath the surface and discover the unexpected ways in which these ocean-dwellers and B2B marketing intersect.

1. Communication and Collaboration: Dolphins are known for their exceptional communication skills and collaborative nature within their pods. Similarly, effective B2B marketing thrives on robust communication and collaboration among teams, partners, and clients. Just as dolphins work together to achieve common goals, B2B marketers must foster clear and open communication to succeed in reaching shared objectives.
2. Adaptability and Innovation: Dolphins showcase adaptability in their behaviour and problem-solving abilities. In the ever-evolving landscape of B2B marketing, adaptability and innovation are crucial. Just as dolphins adapt to changes in their environment, successful B2B marketers need to embrace new technologies, strategies, and market shifts to stay ahead.
3. Relationship Building: Dolphins form strong social bonds and maintain relationships within their pods. In B2B marketing, cultivating and nurturing relationships with clients, stakeholders, and industry peers is fundamental. Building trust and rapport, as dolphins do within their social groups, is key to establishing successful, long-term B2B partnerships.
4. Eco-consciousness and Sustainability: Dolphins are often seen as indicators of the health of oceanic ecosystems. Likewise, in the realm of B2B marketing, there’s an increasing emphasis on sustainability and corporate social responsibility. Just as dolphins signal environmental well-being, businesses are now expected to contribute positively to the environment and society.
5. Embracing Creativity and Playfulness: Dolphins exhibit playful behavior, showing that even in the most serious of endeavours, there’s room for fun. In B2B marketing, incorporating creativity and a touch of playfulness into campaigns can set a brand apart, making it more engaging and memorable.

The connection between dolphins and B2B marketing might seem abstract, but the lessons derived from their behaviour can still serve as valuable insights for marketers. By observing the strengths of these no-talking-all-action creatures, we can mirror their resilience and intelligence in our vast ocean of commerce.

Spotify and Smaller Bands?

As you may have gathered from last week’s post, my colleague Marlene is a fan of hard rock. I spoke a few weeks back about some of the changes to Spotify’s royalty model, which will have an adverse impact on rock and metal artists – many of whom are smaller acts.

Check out this article and video for more details.

It ain’t easy living for smaller artists/bands to begin with, and Spotify is poised to make it even tougher. The new payment structure will cater to established artists and labels, with the biggest change being that any track will need to hit an annual streaming minimum before being eligible for royalties.

What about in B2B? Have you ever found yourself in a similar situation – perhaps with one of your preferred SaaS platforms changing on you? Do you adjust your processes or strategy to accommodate those changes… or look for alternatives?

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post Say Hello to Your Newest B2B Marketers appeared first on Virtual Causeway.

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What scares you? What challenges or obstacles from your professional life occupy your dreams (or haunt your nightmares)?

Hopefully handing over the reins for this week’s blog post won’t keep Rick up at night…

I’m Marlene Keay, and I’ve worked with Rick at Virtual Causeway for 16 years, managing hundreds of lead generation campaigns that help our clients’ sales and marketing teams achieve success!

Give this Freddy-inspired song by Dokken a listen as we share some tricks that help our team and clients sleep soundly and treat you to what the experts are saying this week.

Meeting No-Shows – The Stuff of Nightmares

Those prospects that have committed to meet with you – they look like a great lead on paper – persona, ICP, need, and pain. You’ve done your homework and are all set. You’re a pro, so you join a few minutes early and then… wait… and wait. What happened? Where are they? What do you do now?

With so many virtual meeting platforms used every day our computers just can’t seem to keep up. Use this as an opportunity to serve your potential customer and give them a call directly. We suggest waiting 5-7 minutes and then reaching out by phone.

Here are our top tips for scheduling meetings so that maybe tonight they won’t be gone:

• Schedule calls as soon as possible, preferably within 5 business days.
• Follow up if the prospect hasn’t accepted your invite within 24 hours of sending.
• Call the prospect rather than having them join a conference bridge.
• Send a reminder a few hours before the scheduled meeting time.
• Use a strong, direct, prospect-centric title in your calendar invite – not “follow-up” or “check-in.”
• Sell the meeting, not the product! Focus on the value of investing their time in meeting with you, not more product features. For example, “My colleague Don will join this call and he is an expert in companies going through similar challenges as you.”
• Avoid scheduling calls during high no-show rate times like Monday AM and Friday PM. Track your own data as there may be differences based on the industry and the role (such as avoiding meetings with finance roles at month-end).
• Develop a process for rescheduling “ghosted” meetings. In my experience, you’ll be able to reschedule 50-75% of the no-shows.

What do you think? What strategies have you found work to make your meetings stick? If you have some ideas, come my way and let me know – I’d love to hear them!

How to Scare a B2B Marketer

According to this article from MarketingWeek, the number that strikes fear into the hearts of B2B CMOs is… 16%.

The LinkedIn Customer Insights Team recently analyzed the sales and marketing overlap of 7,046 companies, and found that the average overlap between marketing and sales reach is only 16%. That means in most companies each department is talking to a different buyer.

So how do you break the spell? When sales and marketing overlap, performance booms. The data shows that buyers are much more likely to respond to sellers if they’ve been exposed to marketing within the last 30 days. In fact, on average, they’re 19% more likely to accept a LinkedIn connection request and 15% more likely to open an InMail message from sales.

Don’t leave your sales and marketing teams standing in the night alone. The LinkedIn analysis found that high alignment can increase marketing-generated revenue by 208%, increase customer retention by 36%, and reduce sales and marketing expenses. Now those numbers will help you sleep well tonight!

Horror Movie Songs to Give You a Fright

Do you have your Halloween playlist ready? Horror movies and heavy music just go together so well, don’t they? So get your speaker ready to play these horror movie songs guaranteed to scare you (and the neighbours) this Halloween!

And don’t hesitate to call me (Marlene!) to brainstorm or just say hello!

Looking forward,
Marlene

Marlene Keay, Senior Project Manager, Client Services | marlenek@v-causeway.com | www.linkedin.com/in/marlenekeay

The post The Haunting of Meeting-Ghost House appeared first on Virtual Causeway.

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What’s that smell? Smells like coffee.

It’s the way many of us start the morning – and especially on a soon-to-be busy Monday morning, the extra caffeine jolt is not only welcome but necessary!

Grab your beverage of choice, shut the door, and give this song by The Tragically Hip a listen as we see what the experts are saying this week.

Tired of Content Creation…?

I ask myself (almost) every week if it’s worth it for me to write these posts. There are always competing priorities, and sometimes content creation gets pushed to the side. Seems I’m not alone: some 65% of B2B marketers say they’re not spending enough time on content promotion, according to recent research.

The report was based on data from a survey conducted April through June 2023, among 364 B2B content marketers from around the globe. A huge majority of respondents (82%) who feel they don’t spend enough time on content promotion attribute it to being too busy with other tasks.

What stops you from spending more time promoting content?

• Lack of time due to other tasks
• Lack of buy-in from stakeholders
• Fear of over-promotion
• Lack of budget
• Not having a proper strategy

These are some of the main reasons cited by respondents of the survey – sound familiar? And who could blame you? I think every person who deals in content creation or promotion has felt a few of these pains at some point. And yet – the same survey had nearly 85% of respondents saying content promotion has had a positive impact on their marketing strategy!

So you may need to make an effort to carve out some time for it, and you may need to cut through some marketing noise, but if you hit the target, that content promotion will be worth your while!

More Music Catalogue Sales

There have been some recent and interesting music catalogue sales – including this sale of Katy Perry’s catalogue for $225 million to Litmus.

The music world is being shaken up by a growing group of companies buying up the song catalogues of successful artists. The artist gets a huge infusion of cash upfront, taking away financial pressure for the rest of their lives. They also enjoy certain (and potentially enormous) tax advantages, thanks to certain capital gains laws. It’s then up to these companies to exploit the value in these songs in order to make their money back and turn a profit.

If you’re interested in the running list of catalogue sales, click here.

What do you think? Are these artists making the right move? If you regret it, please say something… but with some of these price tags, it’s hard to argue! And what about in B2B? Growth through acquisition is a pretty common phenomenon. But have you seen any sales that you thought were just the wrong move?

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post Keep It Up! The Value of Creating and Promoting Marketing Content appeared first on Virtual Causeway.

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It’s that time of year. We start thinking about YTD – are we on track for goals? What have we accomplished?

Try to take a little break from all of that ringing in your brain and give this (new!) song by the Rolling Stones a listen as we see what the experts are saying this week.

2023: The Year of Emotional Well-Being?

Seems like John Dick from Civic Science might be right. Even in a desperate state of persistent inflation, rising interest rates, and economic headwinds, there’s a distinct desire (either conscious or unconscious) to feel better – at any cost. We’ve seen this reflected in explosive prestige beauty sales, record vacations taken this summer, and a continued “urge to splurge.”

According to the research, well-being almost singularly explains these unprecedented trade-off patterns from consumers. It’s not just a shift from goods to experiences – it’s that the two are becoming less distinguishable. Even with high inflation concerns, we tend to spend more on premium food ingredients and less on things like iodized salt or storage bags. Cooking quality meals makes people feel good; Ziplocs don’t!

Some other interesting findings from the research:

• Consumer confidence is worsening (but not enough to disrupt the well-being trend… yet!)
• Early-bird holiday shopping is beginning to lag 2022
• Extreme weather is taking people’s attention and impacting travel plans

How does this impact B2B? The trend we’re seeing of goods and experiences becoming conflated isn’t exclusive to B2C. The rain keeps beating on the window pane and it won’t let up – the two will only keep getting more and more intertwined. So maybe it’s time to figure out how to sell your goods AS experiences!

Better Late Than Never?

The Rolling Stones have announced details of their first album of new songs in nearly two decades, entitled Hackney Diamonds. In today’s streaming world of releasing songs vs. albums, waiting two decades for new music seems crazy, right? But it IS the Rolling Stones…

What do you think? What did you think of their first song released (“Angry”)? I don’t think anyone is expecting them to create any more rock classics, but maybe they just want to go out in a blaze.

But do fans even WANT new music? The Who have made it clear that they won’t release any new albums. According to singer Roger Daltrey, fans are most interested in their classics, so they’re focusing on touring instead, giving the fans what they want.

It will be interesting to see the response to the Stones’ new album. And who knows… maybe it’ll even change Daltrey’s mind!

As always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post What Prospects Want from You (not what you want to give them) appeared first on Virtual Causeway.

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What is it about rainy summer days? Seems like we’ve had more than our fair share of them this year.

They’re even more annoying when you’re at the beach, the lake, the cottage, the summer home… and it’s during your holidays! Sure, it’s better weather to work, but when you’re somewhere vacationing – staying inside feels extra torturous. Then you just sit on the couch being comfortably numb as you scroll through socials or TV shows… which you can do at home anyway!

Give this song by Pink Floyd a listen as we see what the experts are saying this week.

Streaming Paralysis

Last week I talked about cutting through the noise in the B2B world. This past week, all I’ve seen are articles drawing me right back to that concept. Take this offering from Nielsen (the company that measures TV ratings), for example.

How many times have you logged in to your streaming platforms and endlessly cycled through Netflix, Amazon Prime, Apple TV+… and were left feeling down when you still couldn’t find anything to watch? Seems impossible, doesn’t it?

Well, this kind of paralysis is apparently common, and Nielsen says that it’s a real problem. In just three short years, the amount of content available to TV viewers has grown by more than 1.1 million individual programs. As a result, it’s typical for someone to spend up to 10-and-a-half minutes trying to find something to watch… and as many as 20% of viewers, overwhelmed by the sheer volume of choices, give up and go do something else instead.

And then there’s this: “60% of time spent streaming in May 2023 was dedicated to programming that first aired on linear channels. That’s up 5.2% from October 2022.” So shows like Grey’s Anatomy and Gilmore Girls are getting more playtime than made-for-streaming ones. This is just like what we see with music streaming, where people are spending more and more time with older music than anything contemporary.

How does this impact B2B? We should assume our own customers and prospects are facing a similar challenge – with all the content out there, they may be spinning their wheels – need some information, just the basic facts – and giving up when they can’t find any relevant information.

Hope you have a great (last) long weekend of the summer! And as always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post Fighting Information Overload! appeared first on Virtual Causeway.