Marketers need to motivate the influencers and decision takers

The job of a marketer is to motivate

Will V in the Better Response Blog states that the ultimate job as marketer is to motivate consumers.

A company, a brand, a product or a service needs to get attention.
Attention that can be as well as from the media: journalists and bloggers, as well as the buyers.
The media people need to remark the motivational efforts of the marketer in order to write about the solutions or brand. They need to be motivated in order to buy.

Business to business motivation

However this also is applicable in business to business but slightly different:
The influencers or decision makers need to get motivated to:
- Pay attention to the brand or solution.
- Get interested to find more about the brand or solution.
- Take the time to understand the benefits and advantages.
- Inquire and make contact with the company, the reseller or distributor.
- Sell the brand or solution in their company to their superiors or management.
- Defend the advantages of the solution.
- Buy the brand or solution.
- Continue to defend the brand or solution
- Continue buying the brand or solution.
- Advice the brand or solution to their peers.

People will only respond to marketing messages when there is:
- A need.
- A problem.
- An opportunity.
The motivation needs to be in the marketing message send out to their potential customers.
It has to appeal to the audience it addresses, that can be different in one company: CEO, COO, CFO, CTO, VP Sales, VP Marketing, VP Production, line managers, influencers. Leading to different messages for one company.

Know your potential customers

If we look into our email inbox or the post we receive only a few messages relates to our business and even less will motivate us to take one of the above mentioned actions.
Most marketing messages lack the motivating factor or the appropriate motivational factor.

If marketers would address those companies they have knowledge about for reasons of motivation:
- Customers
- Known companies that have visited the website.
- Companies that have visited the website using the knowledge of the pages visited and information retrieved.

Then marketers can provide a motivational message that is send out to interested companies.
This can be lasting motivation.

Are your marketing messages motivating people to respond, to take action?