How to Land an Appointment with a Marketing Manager
1) You agreeably stated that your company supports marketing efforts by providing cross-media communications resources to help me measure my ROMI and justify my budget requests. (ROMI = Return on Marketing Investment.)
2) You discussed the complexity of creating and working with a marketing plan, and made it obvious that you know I don’t make decisions on the fly. My goals, objectives and strategies are determined months in advance.
3) You told me that you could help me increase response rates and reduce the cost per response by efficiently integrating my digital, print and direct marketing. You can even supply a dashboard for me to stay on top of the analytics.
4) You asked me if I am being tasked with providing leads for the sales force, and discussed ways of automating the process and creating a lead-nurturing system that can be tracked and measured.
5) You let me ask questions, and answered thoughtfully. You emailed me a video detailing some programs, and then called to discuss the details. You followed up with links to white papers related to the topics we discussed and some of the gaps that need to be filled in my program.
Now, I’m ready to sit down with you as I plan a campaign. You showed me a well-rounded suite of solutions, demonstrated the ability to provide useful information, and you clearly see the bigger picture of my marketing plan.
So...in case you’ve missed the point: Marketing directors are BUSY. They may have a big budget, but they are under constant pressure to prove that they’re spending the money effectively. Otherwise, the budget gets CUT!
If you don’t take the time to learn what they do and help them measure results in a way that keeps them funded, why should they take the time to listen to you? Do you think you’re the only person who wants to print their stuff?