Jason Rines (iThinkBig)

Those Who Don't Learn from History...

I share your grief. I am in Consumer Healthcare marketing as a primary business. Our company has a very simply, fundamental business model that shares risk and is a total performance model. We only make money when our clients make money. Imagine that?!?!

Our biggest challenge? Getting prospects to open there books to see what there patient acqusition goal is and how we can scale to the acquisition numbers a client wants.

Instead, clients still want to buy cheap ad units as "leads" without any guarantees of quality, no transparency in the process!

Even when I show them the numbers as to why lead aggregators manipulate the prospect data and how the model fails consistently every time, it is still hard for a prospect to digest honest, transparent business!

That is called market pyschology. The good news is that some of the upper management responsible to shareholders for growth DOES get it even if the middle management on the marketing team doesn't (how friggin hard is it to read spreadsheet?!?). So we are acquiring some very large brands that are killing marketing budget everywhere else. The time of the middle man with no value proposition and just glossy marketing materials is over. As other commentors netted out so well with "when are they going to die and get out of our way".