This article in Forbes is making a number of predictions, that we have been saying for years, but are gradually becoming the agreed narrative in sales and marketing.

Businesses are starting to wake up and realise that 40 years old technology such as cold calling, 90 year old technology such as advertising and 30 year old technology like email marketing are no longer fit for purpose.  This isn't just my opinion, the data is clearly saying this, with salesforce saying that cold calling has a 98% failure rate and Hubspot saying that email marketing has a 98% failure rate.

With McKinsey, Gartner, Hubspot, etc etc, all saying this doesn't work anymore for demand generation.

It takes a brave marketing team today to support such high failure rates and it takes a leadership team that clearly doesn't understand business today to support and drive for these technologies. 

Have you noticed that the companies that have been laying people off deploy cold calling and email marketing? #justsaying 

Let's look at this Forbes article.

"Looking to the future, I believe 2023 could be a pivotal year in business-to-business marketing. With emerging trends and technological advances driving new strategies, there are plenty of opportunities ahead for marketers. While it might be hard to predict the unpredictable, I've gathered some insights so you can stay ahead of the game.

I'm finding that companies are getting savvier about the marketing channels they invest in and are starting to realize that traditional sources don't always deliver the results they used to. In 2023, I expect we'll see companies move away from spending on paid ad platforms.

Policy shifts and consumer behavior changes could make traditional methods like paid advertising less effective. In fact, Insider Intelligence actually updated its global ad spend forecast for 2022 with a lower forecasted spend increase than it originally predicted."

Sounds like the final nail in the coffin of paid media as a legitimate way of create and impact for any business. Afterall ....

 Advertising is a tax on the unremarkable


Want to know more about social selling, check out my new book

"social selling techniques to influence buyers and changemakers - 2nd edition".

In this brand new edition, I have updated all the text, I have also got 15 practitioners, so people who are doing this already to explain how they are get (practical) business benefit. From the CEO that has been running a digital business for over 18 months to sales leaders who use social selling every day.  

Articles on how these business have and are implementing digital, from Mercer, Telstra Purple, Ring Central, Cyberhawk, Namos, Ericsson, Crux Consulting, DLA Ignite and more.

What does Mark Schaefer, Marketing guru think of the book "social selling - techniques to influence buyers and changemakers - 2nd edition"? watch the video here

It's available on Amazon worldwide.  Link to Amazon.com here and Amazon.co.uk here.