Imagine you are perfectly happy with your solution. Imagine that you have a business in which the solution is providing you with a descent return on investment.
There’s no need for you to change.
Now imagine that you are a vendor with a solution that will provide more return than any other existing solution on the market.
You are creating comparisons, providing ROI tools, and doing all the right things to attract buyers with your content.
They are not searching
SEO will not help you, because they are not searching.
When they do search, you are there. But unfortunately, they don’t search, because they don’t need you. They are happy with what they have.
He/She’ll be blind for everything you have to say.
So what do you do?
The perfect world
If they are not searching, they are exploiting their current situation.
They are not aware that there’s something better out there, because basically they don’t have a problem.
But then the day comes.
The day they start being slightly unhappy, and realize that the world they are in, is not perfect. That the solution they have is not perfect.
That day they become receptive. They are willing to listen. And when they are ready to listen, you must be speaking.
When the day has come
Your buyer realizes that there is more out there. He want’s to know more. That’s the day he starts being receptive to e-mails, conference invites, whitepapers and webinars. Read more
Does it feel like you need to invent your marketing message every time you start a marketing action?
Do you feel like your remote marketing teams do not understand what messaging to put in their marketing actions?
And how do you make your messaging consistent across all channels, at all times?
That can be a challenging task…
Changing marketing dynamics and exploding expectations
Compared to a few years ago, marketing has becoming increasingly complex as a result of the exploding number of sales and marketing channels that need to be managed. Marketers need to go from one-way conversations to two-way dialogue with integrated channel activity.
Operational tools that help marketers
In order to successfully manage these changing dynamics and expectations, marketers now must have tools that enable them to:
- Communicate their brand messaging consistently across channels, regions and maybe also different business units;
- Collaborate with internal and external partners through effective scheduling, time and resource management;
- Integrate all campaigns and initiatives into a common strategy, and
- Provide clear reporting and visibility so that sales and senior management and all stakeholders are clearly aware of how projects are delivering versus corporate goals.
There exist many tools on the market, ranging from very simple but adequate project planning tools for small teams like milestoneplanner.com or basecamp.com, towards full fledge marketing resource management tools (see this Gartner Magic Quadrant of 2012 for the most important players). And I am not even talking about the exploding array of marketing automation vendors.
(I am not affiliated with any of these vendors).
But if you are the one responsible to develop communication campaigns or lead generation campaigns, these strategic plans won’t tell you how to translate these elements into tangible messaging which you can use in your marketing activities.