Integrated marketing is a term that gets bandied around an awful lot these days, but what does it actually mean?
Most companies from small start-ups
Useful content should be at the core of your marketing.
Consumers, buyer and prospects have shut off the traditional world of marketing. Most have access to and use a recording device that allows them to skip television advertising,
Lots of Best Practice organizational management focus has homogenized much of the business landscape. Similar this. Similar that. Similar everything. Coke or Pepsi? Apple or Samsung? Us or ?
Email marketing is one of the most powerful and cost-efficient prospecting and CRM tools for companies of all sizes. More cost-effective than direct mail, paid search and a whole host of other marketing tactics, email marketing is a unique proposition.
Step 1: Sales misses forecasts…says the quality and quantity of leads sent by marketing are useless.
Step 2: Marketing says the leads are being ignored or not nurtured properly.
Step 3: Repeat process until forecast and revenue projections are so detached from reality that the CEO gets involved. Fire the poor producers, replace the Sales VP, get some more sales people.
Being an agency in the UK, we find that everyone talks about mobile but it still seems such a hard sell to clients. It’s back to the days of ‘Do I really need a website?” Yes, people really did ask those questions, and it really wasn’t so long ago! We believe mobile is the same.
The concept is hardly new but it’s nonetheless more pertinent than ever. And regardless of how many times resource or solution selling is taught, re-taught, discussed and presented…the first words out of our sales people’s mouths is still inevitably about products.
We spoke last month to 5 engineering and purchasing VPs about the changing roles of their vendors in the context of maturing technologies and a highly stressed global economy. The conversations repeatedly returned to similar pleas: “Be someone that I can call on as a resource. Understand my business and my customers.” Too many sales people still called or visited with only the most superficial knowledge of their prospect’s company. Or with out of date information.
It became clear in these conversations that in spite of the increased difficulty that the economic cycle has arguably brought to the task of developing customer-vendor relationships, solid pre-sale relations are nonetheless significant to their purchasing decisions. One suggested that to him, “It’s a leading indicator of what a vendor’s post sale value will be to me.”
Box-to-box selling virtually always accelerates the downward spiral of prices. That’s a reality in most every situation but increasingly the case in maturing technology markets. And today’s technology buyers know there are multiple sources for most products and how and where to find them. Long selling cycles and multiple contact points complicate B2B marketing. Marketing is not a department, it is integral to the sales process. Your business needs its message to be available at the correct time and in the correct format. If you’re like the average company too often that’s not the case. But most of all, the message and those materials need to be relevant. Relevant to them…not to us.