Do you know that one of the reasons why most marketing and sales campaigns fail to achieve its objectives is the problem of marketer-audience disconnect? What the marketing message conveys, does not fit the target audience due to insufficient knowledge on the part of the marketer.
Unlike the sales professional, who is out on the ground, engaging and communicating with his prospects and clients on a regular basis, the marketer is usually left in his office with his research and perceptions of the market, which most of the time, fail to precisely respond to what the market actually needs.
In the B2B space, typically the line that separates marketing and sales is imaginary. In fact, in many companies, sales, marketing and business development are used interchangeably; others even combine sales and marketing and call it “business development”. This is because the type of marketing that works well with B2B is onethat is more direct, relationship based, and with communications made one-to-one(instead of one-to-many).
What is Direct Marketing?
As the term suggests, direct marketing is the act of communicating directly to one’s target audience, for purposes of knowing and delivering what the market needs, which may vary from company-to-company, or industry to another.
In smaller companies with pretty simpler sales process, an internal group (telemarketing)is tasked to connect with potential clients either through phone call or email to generate qualified leads, which are then passed on to the sales or business development team to convert. Sometimes, these two groups are even merged to perform outright lead-to-sale conversion.
With larger companies, another layer is added to build these data and profile them; that is, research and validate these pieces of information before they are passed on to the telemarketing team, so the ones to be called are only those with the highest perceived need or probability of conversion.
The problem, however, is that the larger the organization gets and more layers of responsibility come into the scene, the lesser the focus and the disconnect becomes clearer in between. So, it is important that a clear-cut framework is in place for allconcerned teams to follow in the performance of their prospecting efforts.
- Are they the right company?
- Do they have the perceived need of your product/service?
- Do they have existing budget?
- Are they looking to buy your product, or hire your service within the next 3 to 6 months?
2. Develop the right Message.
A campaign is a message or series of messages that seek to motivate, educate and ultimately persuade your target audience into committing a positive action towards your favor. However, unless this message or set of messages are relevant to yourtarget audience, it won’t appeal to them, much less grab their attention.
While not every company may have the ideal in-house talent to wage a successful direct marketing campaign, it helps to know what constitutes an effective one. There are external consultants or agencies, which offers managed marketing services from business data to data-research, telemarketing to appointment-setting services,employing best-in-class business development professionals trained in B2B marketing and sales.
Alternatively, you can send your marketing and sales teams to the Science of Sales™2.5 days training programme to learn the complete framework of sales, so they can learn and apply the 9-Step Sales Process efficiently.
If you know anyone that could benefit from Science of Sales™ 2.5 Days CorporateSales Training, please refer him or her to us!