During a recent meeting of the Export Strategist Association, a key topic emerged: the need to move beyond simply producing digital content and to return to direct market engagement.
We have realized that relying solely on digital channels such as blogs, social media, email marketing, and similar tools is no longer sufficient to achieve the desired results. While these channels are still important, they have become overly saturated, making it increasingly difficult to stand out.
This situation has led many of us to reflect on the necessity of getting “out of the building,” a concept popularized by Steve Blank in the Lean Startup method. Blank, specifically referring to startups and the launch of new products, emphasized how crucial it is to step out of the office, meet customers, and talk to them to ensure that the assumptions underlying product development align with market needs.
The Saturation of Digital Channels
In recent years, companies, both large and small, have increasingly invested in their online presence. This has led to a saturation of digital platforms. Marketing on LinkedIn, Facebook, Instagram, and others requires ever-greater effort to stand out amidst the background noise. Furthermore, audiences are more selective and accustomed to high-quality content, making it harder to capture and retain their attention.
Although maintaining a strong digital presence remains essential—possibly with the help of AI—it’s clear that relying solely on this strategy is no longer enough to develop new business opportunities. Entrepreneurs and export managers need to consider new ways of directly interacting with their customers and partners.
It Doesn’t Mean Going Back to Old Methods!
However, it’s important to clarify that going “out of the building” doesn’t mean reverting to outdated sales techniques! Today’s customers have changed: new generations are entering purchasing departments, and buyers are becoming increasingly younger. This shift calls for a different approach compared to the traditional “aggressive sales” methods we were accustomed to.
Modern buyers are looking for consultants with a more empathetic and consultative approach, capable of understanding their needs and offering concrete solutions rather than pushing a sale.
This idea aligns with the concept of “gentle marketing,” which we discussed in a previous article: Gentle Sales and Marketing: Reflections on a New Approach. It’s about focusing on understanding and creating value for the customer, without the aggressive pressure of outdated sales techniques.
Conclusion
“Getting out of the building” is not just a concept tied to startups. It’s a lesson that can be applied across many contexts, especially today. In a world where digital has become the norm, rediscovering the value of direct interaction may be the key to overcoming current challenges and creating new opportunities.