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Effective marketing is measured by a solid return on your investment. Spending precious resources on low return direct mail, too many trade shows and irritating banner ads is irresponsible and largely ineffective. Instead, focus your effort and marketing dollars towards the sales channel and communicate with your customers.
The marketing basics checklist for sales support should, at a minimum, include:
· Value statements for all products in the portfolio that reflect the product positioning
· Key differentiators for the product line with solid “proof points”
· Competitive analysis on each product against the top 3 contenders including the “so what” factors
· Datasheets, Presentations and Website content that reflect all of the above
Once you have armed the sales channel with the marketing basics, focus on programs to communicate the message. Instead of going to multiple trade shows, pick the top two to four events for your industry where customer and industry analyst attendance is high. Schedule meetings and presentations with them to maximize your investment.
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One cost effective communication option is putting together a webinar series for your customers. On a monthly or quarterly basis, host a web based presentation on key topics of customer interest. Showcase the applications where your product is used and include guest speakers. Personalize the content to your audience, demo your product, and keep your company’s brand top of mind with the customer. This cost effective approach keeps the communication flowing without the high cost of travel and exhibiting.
Use your website to its full potential – it is your primary communication tool. Develop messaging and product information for your portfolio. Include datasheets, white papers, and presentations that can be downloaded or printed. Most engineers conduct their research for sourcing and technology trends over the internet. Ensure that your target user can find what they are looking for by putting the time and energy into your site’s navigation and design.
Support the sales channel with the tools needed to best represent the company and its products. Create new communication opportunities with customers in addition to the trade show environment. Focus on topics and information that matters to them. Put your limited resources to optimal use and keep your sales channel and customers well informed.
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