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Wednesday, June 13, 2012

Today I consulted with a fortune 500 marketing team that wanted me to help them develop a demand generation activity for sales reps for one of their new customers. They wanted me to help them develop something so great they could present it to their customer and the customer would fall in love with it.

I asked them some basic information about the customer and found out they had not talked to their customer yet about this (field of dreams marketing). They did not know if the company’s reps preferred events, leads, appointments. They were not sure of that company’s current target end-user or their budget.

I suggested they go back to the firm and find out everything they could about how they would prefer to go to market, their budget, their bandwidth. Who they sell to, how, when, where, etc. Once they have collected all that to come back and we could begin putting something together.

I am constantly amazed at the number of marketing professionals that know full well not to engage in “spray and pray” marketing, but attempt it with their own customers. Always do your homework! Think through your process from beginning to end before you ever lift a finger to execute. You will not regret it.

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