I can’t remember the last time I responded to a cold email.
I always try to skip over forms on someone’s website (or Google the Wall Street Journal headline to see if I can find the article somewhere else online to avoid the paywall).
The least used app on my iPhone is that green one with the little telephone icon (other than any of the apps in that folder I made of “Apple Crap” that I can’t delete).
I spend my entire day switching between Slack and iMessage.
And I know I’m not alone.
My friends behave the same way. So do my teammates at Drift. And my parents are event starting to do some of those things now too — and they’re part of an entirely generation.
(I mean, there’s no better proof of this than my parents love for emojis).
Here’s the point.
The fact that we are all starting to behave this way online (ignoring cold emails, skipping forms, avoiding phone calls) presents a huge challenge for businesses — especially B2B companies.
Because, well — here’s how the majority of B2B businesses sell:
Yes. I know. That process is still working for some businesses. But at some point, it’s going to break. The only question is when.
See, today, whoever gets closest to their customer wins.
Take MailChimp for example.
They are on pace to bring in $400 million in revenue this year:
“Under the radar, slowly and steadily, and without ever taking a dime in outside funding or spending more than it earned, MailChimp has been building a behemoth. According to Ben Chestnut, MailChimp’s co-founder and chief executive, the company recorded $280 million in revenue in 2015 and is on track to top $400 million in 2016. MailChimp has always been profitable, Mr. Chestnut said, though he declined to divulge exact margins. The company — which has repeatedly turned down overtures from venture capitalists and is wholly owned by Mr. Chestnut and his co-founder, Dan Kurzius — now employs about 550 people, and by next year it will be close to 700.”
But here’s what really stood out to me in that New York Times article, MailChimp CEO
And in a world where getting closer to the customer matters most, the tools most business use push them away.
We don’t buy this way anymore.
A recent study from Twilio showed that nine out of ten people want to be able to use messaging to talk to businesses.
And according to HubSpot’s latest State of Inbound report, only 19% of consumers said they rely on sales people for their purchase decisions.
close to customer. jiwa. mailchimp.