How-To Engage Marketers (Dallas, TX)

This is an outline of the presentation I gave to developing sales reps at the Baltimore Sales Forum recently. If I have time I may expand on different segments in future posts.

You’ll find that marketing executives typically exhibit the following traits:

more open-minded
more willing to listen
busier than lower level employees

Know what they do.

@Enterprise level:
create interest in and demand for…
nurture leads
interface with sales staff
mine data to…
determine recency/frequency
increase customer share
increase lifetime value of a customer
improve retention
@VP level
@Director Level
@Manager level

Know what their goals are.
Personal
Professional
How do they get measured?
Purchase cycles
Seasonality of their industry

Know their internal processes
Executive committee
Chain of command
Budget authority
Due diligence
Pain chains

Know their problems
Internal
Budget
People
Time
Pain chains

External
Economy
Supply/Demand
Location
Current Events

Think like they do
Costs or results?
Talk costs = you are disqualified!
Starbucks coupon or White Paper?
Deliver results = you are a valued team member

Talk like they do.
Read the trade journals. Etc.
Learn the buzzwords and use them.

Verticals
Channels
Millenial
Opt-in
Double-opt-in
Silos
Metric
Data Mining
Opt-out
Data points
Gen-X
Gen-Y
Lift
Can-Spam
Cross-Media
Value-Based
Multi-channel
Creative
Integrated mktng
Engagement
Purls
Lead nurturing
Talent Acquisition
Flat file
Call-to-action
Bricks n Clicks
One-to-Many
One-to-One
Touchpoints
Spray n Pray
Social Media
Partnering
Conversion
“in that space”
Knowledgebase
Brand awareness
Web 2.0
Web 3.0
Proof of Concept
Narrow-cast
Triggers
Abandonment
Deck

Dress like they do.

Go where they go.
AMA meetings; other association group meetings.
Online marketing webinars.

Get on their team.
Get a personal intro
Friend
LinkedIn
Help them achieve their objectives.
Help them eliminate their pain.

Know how they prefer to communicate.
Email
Voice mail
Telephone
Other
Generational differences
GenX
GenY
Millenials
Baby boomers

Phillip Crum is the Chief Idea Officer of MarketingMeasure and is committed to the idea of helping small business owners do a better job of finding their next customer or client. He and his two sons also own a Sir Speedy Printing franchise and employ those additional capabilities in the overall marketing services menu of offerings. Phillip can be reached at 214-213-7445, or pcrum@MarketingMeasure.com