Whenever I ask this question at a meeting, I get affirmations from all the marketing types. The sales people shoot back with, “But those leads aren’t any good.”
Can they both be right? Actually, yes. In many cases, the leads that marketing sends are not sales ready or even warmed up. They may be potential customers who dropped by a tradeshow exhibit, sent in a BRC, called an 800 number or clicked something online. They may be somewhat interested in learning more about your product or company, but most likely they will need lots of nurturing before a sale is made.
So, here’s my question:
The good news is that we can all stop the finger pointing and get the sales and marketing departments singing Kumbaya. All that’s needed is a good marketing communications strategy, technology (CRM and marketing automation), implementation of an effective demand gen program, and a willingness by management to get everyone focused on results—both short and long-term.
Research, or just finding out what people are thinking, has become an increasingly important part of decision-making in both personal and business situations. Gathering opinions before you take action can help you make better choices and may head off potential problems.
Which movie will you see tonight? Check the Flixster polls to see which flix other people liked.
Want a new cell phone? See which models have the best customer ratings.
Need to let your elected leaders know your concerns? Answer their surveys.
In B2B marketing, we help our smart, forward-thinking clients make better strategic decisions by recommending market research, customer satisfaction scoring, focus groups and online surveys to uncover what their customers and prospects are really thinking and feeling.
The world may seem survey crazy, but it just human nature to want to know what others think. Right now, I want to know what you’re thinking, so please answer this one question survey. After clicking your answer, you can see if others think like you—or not!
The subject of “cloud” computing has come up several times in Canyon Communications’ meetings with our B2B clients. Occasionally we get quizzical looks when we mention “cloud” customer relationship management (CRM), human resources (HR) and accounting apps.
So where is this “cloud” and how does all of this work? I recently received a link from SalesForce.com, a cloud-based CRM application. I think this video does a good job of explaining cloud computing, showing how it works and detailing its advantages.
And, by the way, the tagline for SalesForce is, “Success. Not software®.” You’ll find out why it’s a good one when you watch the short video.
Canyon Communications and our sister company, Loop Demand Gen, both use cloud applications. Has your company used these types of programs? What is your experience with them?
How many objects do you have on your desk right now that are promo items with your company’s or another company’s brand? Within sight, I have a Post-it® holder, pen, calendar, notebook, calculator and foam finger (don’t ask).
My conclusion is that promo items actually get used and they perform as daily reminders of your company, product or service—but only if they’re useful to the recipient. So here are four ways to get your item in front of your customers daily:
Choose something that relates to what you do. Put simply; if you’re a CPA, give a calculator—but try to find one that is unique.
Select an item that they’ll use, even if it costs a little more—ditch the stress ball in favor of Post-it notes.
Keep in mind that “brand” matters. Don’t give a fake Leatherman® because it costs less. You’re a first-class company, so go first class with your promotional gifts.
Try to find an item that’s new and different and be the first to give your customers one. Example: This WD-40 pen. It’s bound to get you the right kind of attention and you’ll be remembered each time it’s used (which will be often).
What items have you given customers that were especially well-received? What items have you received that you use on a daily basis?
So, tell me which word—“we” or “you”—makes a stronger statement in B2B advertising, web copy or direct mail? That’s right; “you” is the best approach for drawing your customers to your message. That’s who is being addressed and that’s who will ultimately buy your product. So, give all your headlines and copy the “you” treatment for maximum effectiveness.
A few strong “you” headlines:
IBM: “What if your supply chain saw what you needed before you did?” Two “yous” and a “your” in a question.
Panasonic Toughbook: “In your world, your computer should be your fortress.” Packs three “yours” in a short, punchy headline.
Scottrade: “No one has more vested interest in you, than you.” Two “you” references in an intriguing statement.
Compare those with these national advertisers’ much weaker “we” statements:
“We turn business problems into wireless solutions.” Huh? What’s in it for me?
“We speak car. And apparently quite well.” If you’re trying to impress me…
