How do I know my marketing dollars are working?

A common myth is that some types of marketing communications, such as broad advertising, are not measureable.  The fact is, all marketing programs are measureable and you shouldn’t be spending a dime without a quantified expectation of return on your investment.  Our approach is to establish clearly defined goals for the total marketing budget and then apply equally clear metrics for each tactical execution within that budget, including a projection of how various programs work to enhance (or cannibalize) each other’s individual results.  This combination of grand objectives and granular waypoints ensures that no dollar is wasted and allows the organization to quickly adjust to marketplace trends and reliably achieve its goals.

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How can I gain efficiencies in my marketing spend?

The first step towards improving results is understanding what each dollar is doing today.  By projecting expected results for each and every program – even if you’re just making wild guesses at first – and tracking how each effort performs against those projections, you’ll have a set of benchmarks that you can then try and top.  The beauty of this is that it’s quite easy to get started and the more you apply the methodology, the more tools you’ll have at your disposal to carve out waste, improve results and lower costs.  There are, of course some obvious targets for immediate improvements:  Media buys are rarely as efficient as they need to be, direct marketing programs almost always benefit from a few simple tweaks, and better integration of programs across media is another “low hanging fruit” when it comes to gaining efficiencies.  But every situation is different.  Give us a call and we’ll help you evaluate your specific plan. 


What is audience segmentation and why should I do it?

Some marketers talk of “the audience” as though it’s a single, homogenous entity.  In fact, your target audience(s) are represented by a diverse range of interests, motivations, perceptions and needs.  An audience segmentation model provides the marketer with keen insight into these areas and enables communications that are always relevant on a one-to-one basis, but remain consistent with an overall strategy.  If you would like to review a sample model and discuss the benefits of using this tool, give us a call.


What do I need to consider when launching a new product?

All too often, companies launch products with the assumption that the new product or service is so good, people will “come out of the woodwork” to buy it.  This is almost never the case.  A new product means a new market.  Or at least treating it like a new market.  The marketer will have to balance a mix of education/awareness of the new product with a selling message (“what is it” vs. “why do I care”). Another critical aspect is building in competitive advantages and defenses from the start.  Even if there’s “nothing else like it” on the market, there will be soon if it’s a success.  You’ll only have the  advantage of first arrival once, so make it count by creating barriers for the competition on the day of launch. 


How can we improve lead generation results?

Lead generation programs, when built properly, are composed of a set of highly integrated individual tactics, that include multiple prospect touches, pre-qualifying and qualifying techniques, warming and follow up efforts,  and, of course, sales conversion support.  Each element of the process can be tweaked to improve results across the board.  But often, the easiest fix is simply understanding how true lead generation programs work as an ongoing process, rather than a one off. 


How can we shorten our sales cycle?

Especially in certain Business-to-Business segments, but sometimes in B-to-Consumer, the time that elapses from a prospect showing interest to the final sale can be months, even years.  Shorting that time span can save untold dollars and improve bottom line performance significantly.   Doing it involves employing better lead qualification techniques, better management of the prospect “warming” process and better sales conversion support.  We help our clients create well defined lead “streams” that each follow a prescribed path to the closing table, based on their qualification (level of interest, ability to purchase, segment, etc.).  Like a real stream, each stream naturally flows at a different rate, but can be sped up by employing techniques designed to move the prospect faster and faster or by eliminating unqualified buyers from the flow sooner rather than later.  Simply put, you’ll want to more quickly define who the most likely buyers are, automate the process of qualification by providing more sales support and customer self-service tools, and eliminating any hurdles that slow the process down.