5 Ways For Your Business To Capture Executive Attention (160,000 impressions)
- Critical in a downturn when there’s a frenzy for sales.
- There’s good news if you’re ready to win. I love the reasons! WHY?
It starts with understanding “What are Attention economics?”
The term “attention economy” was coined by psychologist, economist, & Nobel Laureate Herbert A. Simon, where, “attention was the “bottleneck of human thought” that limits both what we can perceive in stimulating environments and what we can do.
Attention economics is an approach to the management of information. It treats human attention as a scarce commodity. It applies to economic theory to solve various information management problems. According to Matthew Crawford, where:
“Attention is a resource – a person has only so much of it.”
B2B marketing in the Attention Economy means creating content that matters to B2B executives. It’s what do these key targets value and how can you develop invaluable content that will become a “must-read” for them. In 2022, capturing their attention is only the first step. Like money, we all crave and need attention to a certain degree.
Money is needed for food, water, and shelter.
Similarly, attention can be translated to such tangibles necessary for survival. And regarding money and attention which are distinct; the money follows attention, whereas the reverse is not necessarily true. As recession-based economies become more dependent on attention, the medium of exchange flows from the holders of the old to the holders of the relevant and new.
As content has grown increasingly abundant and absurdly, immediately available, in the consumption of B2B information. Technology, SaaS, or software applications either explicitly or implicitly take the attention economy into consideration, in their user interface design based on the realization, that if it takes the user too long to locate something, they will find it through another application.
This is done, for instance, by creating filters to make sure B2B viewers are presented with information, that’s most relevant or personalized.
The 5 Ways to de-risk this are:
- Understand B2B customers’ critical needs & align your tech to them.
- Identity then hyper-targets an underserved vertical.
- Be open & reveal your solution’s weakness to de-risk deals.
- Provide extraordinary business value!
- Update your referrals to support these and sell with them.
This is Straight Talk and thanks for stopping by. If you want to learn more, I break this down on: https://revenueaccelerators.com/straight-talk/
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