What the heck do you mean by marketing?
It’s simple, okay maybe not SIMPLE, but it makes sense. It all boils down to ‘More Sales at a Lower Cost’, my marketing mentor taught me that on day one. It’s true though. Our job as marketers is to continually deliver marketing qualified leads to the sales team to close a higher rate than cold calls.
YOU NEED TO FEED THAT FUNNEL
- Someone that’s barely aware of your brand doesn’t trust you yet.
- Signing up for a newsletter doesn’t mean they’re interested in the full suite.
- Customers are going to be thinking WIIFM (What’s in it for me?)
My favorite view of the buyers journey or the funnel is it collapsed on its side. Filling one end with high level ‘edutainment’ and interesting content that turns gradually into customers that are more receptive to listening to social proof, then watching a customer spotlight, then reading a white paper, then tuning in for a podcast or webinar.
– Guess what? –
Now they’re in the CRM, we’ve been tracking their intent signals and what tagged products they might be interested in. Have they ticked up their customer score to the point of us reaching out? YES but, lets start with a soft touch. B2B is smaller than you’d like and leads can be burned through.