2016 made me fortunate enough to collaborate with extraordinary people within various different industries, such as aerospace, automotive, software, hardware, and many more. I have experienced a lot of new technology, such as AR/VR or Advanced Driving Simulation. I have been exposed to mind-blowing (and permanent) evolution of portable video cameras and the progressive evolution of social selling techniques-used in B2B context. Lastly, I have been active on the B2B marketing scene using the most advanced software to significantly influence highly-complex sales process.
I am always amazed by the never-ending evolution process of technologies, whatever field they might be touching with their infinite and disruptive value as a product. But 2016 also confirmed something new to me, that many marketers – as successful as they may be – still fail to understand the basics of success, which according to me begins with your self as a human-being (and not only as a money-making-machine).
I’ve witnessed highly credible experts talking in conferences about Social Selling, but not applying their own concept: preaching smart social selling and sending two or three invasive emails per week, preaching that humans are in the core but not answering a selfless but important email.
At a workshop, I met an individual – considered as a rock star in the area of ethic social selling and digital strategy in France – explaining to me (he was really hoping to help me with this) how to hack Viadeo to get thousands of unknown contacts and be able to send (and I quote) “nice cold prospective emails” to these contacts. More than 1 million people are following this guy on Twitter because they think he is an expert of ethic social selling while I believe this guy is just another inconsistent person, and a fraud.Aurélien Gohier
A recent experience which inspired me to re-think my actions as a B2B marketer was when one of my favorite restaurants (and God knows I go there a lot) made me feel neglected as a consumer. They drastically developed their social media strategy (Instagram in particular) recently, but failed to answer a basic email from me, a faithful client, asking to book a 20 people table to celebrate my birthday. I still feel disappointed about this. I thought I was part of something, but I was wrong, and that sort of hurt my feelings, as a consumer.