Your Marketing and Design Reading for The Weekend
Another great reminder from Hubspot: marketing cannot exist in a vacuum. We have to have the same goals (driving visibility and new revenue) and the same language as our sales coworkers. A lead to me cannot be something that stinks to our sales team. In fact, I have to know questions our team wants answered upfront or I won't even get a response to my emails, let alone follow-up to the leads I provide. The points made in the post are relevant:
- What does your sales process look like? This is the question I asked a new representative recently so I can better provide sales support and marketing tools. We went through tools, features, benefits, objections, follow-up tactics and more. Now I have a good sense of how she works to close deals and can anticipate her needs, as well as customize presentations and collateral.
- What qualities make a lead good or bad? It might be the contact's function or level, the volume of ads or other marketing production tasks or the time frame for a decision. Every business has specific criteria. If you don't understand them, you can't realistically pass on warm leads because you won't be able to recognize them.
- Are there specific marketing offers that signify a particularly strong or weak lead? For us that often means the number of people performing marketing production tasks or the budget for outside help such as an agency. But if I get an inquiry from a company in Italy when we focus on the English language, the number of full-time people doesn't matter so much anymore (in the short-term anyway).
- Do leads typically have the right expectations about what they're getting? If our marketing materials are effective, we are conveying the nature of our services, the features and the benefits to increases rather than decrease understanding. There is no point getting people interested in a service we do not provide. I also don't want traffic to my website from people not looking for digital and print marketing production--quality over quantity.
- What is the number one thing leads like and dislike most about our offers? Our recent campaign to major retailers has an offer of a free month of service, which could be worth many thousands of dollars. But if that isn't clear or of interest to our prospects, then it is not a tactic we should use again. Only sales can give us this feedback because no person on our list is going to call me up and say, "Hey, CMO to CMO, I just wanted to let you know that I don't get/value your offer."
- What are the top reasons a lead doesn't close? Is it the outreach, the positioning, the promise, the support materials, the proposal, the pricing or anything else that doesn't seem to work. This is hard to get from sales because most people don't act to gather data for marketing. Plus, most sales people I know do not ask the probing questions about "What stands in the way of us working together?" or "What concerns do you have." But if you can partner and get this kind of information, you can be relatively invincible equipping sales with effective tools and materials.
- Are there any ways marketing can help or do better? Set up a monthly meeting to discuss this. Sales won't always be able to tell you what you can do better or differently (or to their credit, they'd be marketers instead of salespeople), but they can explain where something didn't work or what they think would help.
No, I am not a "Star Trek" fan but I had to include this post from Mashable in honor of our CTO and senior director of IT (who I believe is actually more into "Star Wars"). Beyond that, it's just cool. It seems that Google has gone deeper than usual to mark the series 46th anniversary tomorrow. There are even scenes to help you work through the story.