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According to John Jantsch, small businesses have a decided advantage [over big companies] to do highly personal marketing.

I tend to agree. The bigger an organization gets, the harder it is to be highly personal. Jantsch writes, "You don't market to the masses, you don't really market to segments, you market, when you're effective, to one person at a time. Like every great teacher I ever had, I wondered how anyone else in the class learned a thing with all the attention I was receiving. ...If you think about it, the marketing that always gets to you is marketing that feels like it is directed to you and only you. It's when you find yourself thinking - how did they know?" If you have a complex sale, it's essential to be highly personal with your sales, marketing, and lead generation. Still, few companies are doing it consistently. Why? It requires strong leadership, the right mindset and consistent collaboration between marketing and sales. I'll be sharing more on "how to" aspects of this topic in the coming months.

Link: Duct Tape Marketing Blog - One person at a time - great teachers are great salespeople.

Brian Carroll is the CEO of InTouch Inc. InTouch is a 50-person company focused on delivering effective lead generation solutions for "the complex sale."
Brian authors the very interesting B2B Lead Generation Blog which focuses on B2B lead generation, sales leads, and marketing for the complex sale.