I’m wondering about marketing books that divide us into ever smaller groups. One I just received, Influencer Marketing, by Duncan Brown and Nick Hayes, divides us into at least 10 groups, including scopers, persuaders, negotiators, and many others. Good marketers, the authors write, will figure out who these people are and understand where they fit in their campaign. My problem: Many of us overlap into numerous categories.
Still, here’s an exercise. Imagine you’re running a company that selling a product or service. You have only 50 pieces of stationary left. Who do you send them to? Who will be most likely to spread the word? The question for companies, of course, is whether the marketing chief makes the list.