Attention Marketers: Advertising more is not going to get you sales.
A common discussion among my clients usually starts with them saying "We need more advertising". My response is usually along the lines of "What is it you want the advertising to do"? Typically the answer is something that advertising won't impact, such as, leads.
I'm writing about this because of the frequency with which C-level individuals pose this to me. I've come to find out most companies do not know tactics for getting business beyond sales people and advertising. The key for B2B marketing is to understand your sales cycle, or sales funnel, and match your content and tactics depending on which aspect you need to impact.
My Favorite AIDA Chart outlines this simple process that all buyers go through. The speed at which they move through the stages varies depends on many factors and marketing can certainly assist sales if you can move people through the cycle faster. The point I want to make now, however, relates to objectives versus tactics.
Knowing what you want to impact will help determine tactics. I usually get a better response from executives when I ask "What are your barriers to achieving your objectives". Sales Executives particularly get it when I ask, "Where do you struggle in this process". They easily articulate at which point they have the most trouble.
Perfect. When there are limited budgets, this is a good way to understand the current barriers to address which will then help move prospects/customers to a close.
Pretty basic but a great way to align marketing to sales.
What do you think?
Jackie
Posted by Jackie Kuehl at 8/31/2011 2:41 PM 
Categories: B2B marketing, relevant marketing, objectives, Marketing strategies, sales and marketing strategies
Categories: B2B marketing, relevant marketing, objectives, Marketing strategies, sales and marketing strategies
Interesting chart. I need to review a second time. Unfortunately sometimes when it comes to the C-Suite culture trumps objective/strategies everytime.
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Marketing blasphemy...or is it? Good take on the controversy of what advertising actually does, and why most advertisers miss that point. Even more startling is the fact that ad agencies STILL over- promise by guaranteeing lift with enuf advertising. No so. Its part of a broad process. Now social media must play into the mix as well. Complicated? Well, that's why WE can exist (the consultants).
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We can all identify the strongest dealers in any particular market based on how much they advertise. They say you should never judge a book by its cover, but in advertising that does not hold true. The dealers that have good, strong advertising are the dealers who dominate their markets. It is not a mistake that the top dealers take all the necessary steps to lead in their respective markets.but one thing is sure, If you are running the same ad messages you ran last year, or the year before, you are not going to get any more sales than you once did. thanks for your analysis, appreciate it
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