Ever experienced marketing that feels more like an onslaught than an invitation? Maybe it was incessant emails, non-stop ads, and pushy messages that annoyed more than intrigued.
We call this hyper-aggressive approach Hard-Boiled Marketing, and it’s as outdated as it is ineffective. Consumers, especially in B2B buying committees, are looking for person-to-person experiences, not the pushiness of a clingy ex.
So, what is this rigid strategy, and how—if it’s familiar to you—can you move to a sunny-side-up approach?
Cracking into Hard-Boiled Marketing
Hard-Boiled Marketing is characterised by its relentless, one-size-fits-all messaging. It pushes for conversions fiercely, and it stuck in an era long dead, where consumer choices were fewer and the competition less fierce.
Typically it manifests as high-pressure sales tactics, relentless advertising, and uniform messaging—both across segments and across channels. This is a legacy of a bygone era of limited consumer choices, where the company that shouted the loudest often was the most successful.
That’s not the case anymore.
Cracks in the Shell – Hard-Boiled Impacts
The problem is that Hard-Boiled tactics often lead to customer fatigue and frustration, potentially damaging long-term brand loyalty and trust. Of course, they’re not the only effects of a “spray and pray” approach; the impacts are just as obvious financially:
- Consumer overload is typically a result of overwhelm—either from too many emails, too many ads, or both. And it’s a common cause of negative brand associations.
- Resources are wasted on broad campaigns with massive spending, with diminishing returns as you focus on generalised targeting.
- Conversion and engagement rates are low due to generic messages not engaging specific customer interests or needs.
- An inability to adapt due to a lack of flexibility means being left behind while new trends and technological advances come to the fore.
As B2B buying becomes even more digital, your prospects have more opportunities than ever to avoid unwanted marketing. With a few clicks, you can skip an ad, block an account, or unsubscribe from emails.
Transitioning to Fried Egg Marketing®
If this sounds familiar, the chances are your marketing could benefit from putting more focus on the yolk—your most valuable customers. Understanding their behaviours, needs, and preferences is just the start, because from there you can begin to craft the messaging and campaigns you need to go after that perfect, runny yolk.
To save repeating myself, you can find out more about Fried Egg Marketing ® here. Or, for something a little more technical, we also have a post all about Ideal Customer Profiles.
If you'd like some more practical advice and a run through the Fried Egg Marketing process, book your place on our upcoming webinar here.
