In this article by Scott Brinker, he quotes the recent Gartner report on Martech. 

Scott says

"Martech utilization sucks. At least that’s the conclusion one draws from Gartner’s latest 2023 Marketing Technology Survey". 

As Gartner say

"Martech Utilization Declines from 42% in 2022 to 33% in 2023

A Gartner survey of 405 marketing leaders conducted in May and June 2023 revealed the utilization of their organization's overall martech stack’s capability dropped to just 33% on average in 2023, marking a second consecutive year of decline (42% in 2022 and 58% in 2020)."

As Scott says

"For hundreds of marketing technology leaders in Gartner’s survey to report that they’re only utilizing 1/3 of their martech stack’s capabilities — even if that’s just their gut feel — is a pretty disturbing signal. If it were a Likert scale of 1-10, like NPS, it would be a very unhappy “3”. Major detractor."

I wrote this article about Martech and here is a quote, article

"Thank you Covid-19, we just broke the record for poor performance. According to Hubspot, the response rate to emails fell to a record low of 2.1% in April. Said differently, 98% of our efforts to reach new prospects failed.

With conversion down, what did we do? You guessed it, we increased the number of emails sent during the same period by 50%, according to Hubspot’s survey of 70,000 customers. We are playing a zero-sum game, and it’s literally a race to the bottom."

And when a company like Hubspot, who sell email marketing software that things are bad. 

What we know about email marketing

We know that a person's inbox is a pretty busy place, when i was in corporate I got on average 120 emails a day.  When suppliers tried to push their emails into that, it was annoying and they just got deleted. Which is why there is a $multi-billion industry created on trying to create email titles that i will react to. Or at least open the email.  Then that is classed as an "open".  The fact you had to use manipulation to get me to open the email and that annoyed me and I deleted your email, will never get reported. 

An email marketing company that cannot sell with email marketing

Can you believe that we have sold social selling to an email marketing company. Why? Because they admit they cannot generate leads through email marketing.

Pretty damning! 


Let's look at the data, cold calling vs our social selling benchmark

Here at DLA Ignite, we are always wanting to push forward the boundaries of sales, so we decided to put cold calling head to head with the DLA Ignite methodology for social selling and create a benchmark (and business case) for our version of social selling.

So we took a team of "cold callers" cross trained them in our methodology for social selling and here are the results.

It's worth shouting out the team, Alex, Jordan and Jensen and they work for a company called Supero.

Don't believe me? Please check the team out on social and ask them about the results!

The results with cold calling

When the team were cold calling, that is, before we trained them on social selling.  I'm not sure what results you get with cold calling but they did whatever they could in terms of warming up the calls with emails or webinars, etc.  And the results, they got about 2 calls a week.  

As with any cold call, your job is to take the call to a next action, which might be a demo, discovery call and they averaged 0.3 of these calls.

Anyway, you will have your own figures for cold calling in your business and you will know what they are. 

The results for social selling

What is social selling?

The DLA Ignite definition of social selling is

"Using your presence and behaviour on social media, to build influence make connections, grow relationships and trust.  Which leads to conversation and commercial interaction".

(Please note these figures are for the DLA Ignite methodology, we cannot speak for other suppliers, please check with them, before signing any contracts.)

I need to say, before I get any comments. 

There is no spam and no automation in the DLA Ignite social selling methodology!

The DLA Ignite social selling methodology does not use connect and pitch!

The DLA Ignite social selling methodology does NOT use inmails, which are spam. 

In fact the program is now back and certified by the Institute of sales professionals (ISP), the only such methodology backed by a sales professional body.


Let's get onto those results for DLA Ignite methodology of social selling

The team are getting a 9% response (on average) to social selling cold outreach, so for every 100 people they ask for a call, 9 say "yes". 

This figure is an average, so we think somebody with intermediate skills or an expert should be getting a higher figure should be getting a larger response.  In fact, our benchmark for an expert is 13%, but I want to keep figures realistic and conservative. 

As we mentioned above, with every "call" based on cold outreach, there has to be some sort of next action.  For your own company, you will know what your next action is, it will be a demo, a discovery call or something. 

We have found that with DLA Ignite social selling methodology 9% of the people (on average) that agreed to a call, 33.6% are converting to a next action.  


This is exponential growth when compared to cold calling. 

Each salesperson is averaging 10 calls / meetings per week.

Just think if you scaled that across your sales organization! 

(The most successful SDR complains he has got too many meetings, which think is a great problem to have!)

Just think about that being rolled out across your sales team(s).  

It's time to work smarter not harder. 


Let's look at this with a business case

Let's take a sales team of 10.

We know that the average person can grow their network by 3,000 people a year.  Let's assume of these 50% are going to buy, this gives you a network growth of 1,500 per person per year.

If you have 10 salespeople that gives you a total addressable market (TAM) of 15,000 new people to have conversations with.

With our, Institute of sales professionals (ISP) backed, DLA Ignite social selling methodology, (note: we cannot vouch for anybody else) based on our measured benchmark, you should be able to get, on average, meetings with 9% of this TAM of 15,000.  This means your sales team can have 1350 new conversations every year. 

(As we know, conversations create sales.)

As we discussed above, with any cold outreach the objective is to get a next action and using our social selling methodology and using our measured benchmark we can get 33.6% of 9% of our TAM to a next action, which is 454.

Let assume you win 1 in 3, that's 151 new sales a year using social selling, average order value (AOV) $100,000, that's 

$15,120,000 = $15 million

That's an additional $15 million that you are missing by cold calling rather than social selling.

or $1,26 million you miss every month you delay moving from cold calling to social selling.

Of course, if you have more than 10 sales people, you can scale the figures up. 



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, 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.