B2B Marketing: Sell to Cats or Cattle?

Understanding who your prospects are, is half the battle in B2B sales and marketing.

In a recent ‘New Sales Economy Blog’ post titled, “Inbound Marketing, Outbound Marketing and Sales – Are You Herding Cattle or Cats?” Chad Levitt discusses the current state of the B2B marketplace.

Levitt uses the cat/cattle herding analogy to explain changes in the B2B market and how marketing organizations must follow. He writes, “The parallel is that the majority of sales and marketing organizations are still trying to herd cattle, when the marketplace has changed to herding cats.”

Levitt writes that there are 3 types of cats (prospects) out there.
They are:

  • Cats that want to talk to you now – they are in the buying process and will be making a purchase.”
  • Cats that want to learn more and research – they will purchase within the next six months to one year”
  • Cats that will run away from you faster than you can chase them if you try.”

Levitt suggests that marketers focus on “the first two cats and let the third cat be free.” For the reasoning behind this, and for an excellent explanation of the difference between inbound and outbound marketing efforts, follow the link below.


Vickilynn is a Novelist whose first book "Waving Backwards" was published in July 2015. She is also a Blogger at Adoptionfind Blog. Previously, she was a Freelance marketing copywriter at OpenView.
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