Engines refer to a repeatable customer acquisition/nurturing process that is efficient and measurable. Creation of an engine always depends upon specific objectives and current setup.
Target Specific Audiences
Having a clear understanding of your Ideal Customer Profile is the most important thing you can do for your business.The ICP defines everything from the features and functionality of your product you build or what makes up your service offering, to the words you use and the emotion you invoke or tap into in your marketing.
Every industry uses technology, but a pharmaceutical manufacturer might read about it in different publications, buy it from a different source, and use it in a different way than an bank. Until you identify which profiles are the right targets for your “product”, you won’t be able to tell which companies to market to.
Creating or tapping a community is a very specific activity that requires clarity of message. Within these industry communities are sub groups that require targeting as well. Who is the person that signs the check? Who needs to support your efforts internally or you’ll get ignored? Identification to the circle of influence around your buyer is just as important as situational fluency.
A good example to consider is the Manufacturing Industry. Manufacturing is a broad waterfront and too general for any generic message to have significant impact. However, a message directed at a Pharmaceutical Manufacturing Plant IT Manager will have a much more meaning. If there are 3,700 plants, there are approximately 586 early adopters your message will appeal to and even less (83) you should focus on. By focusing on the “key” individuals as early recommenders of technology you are allowed access to and rapid adoption by the mainstream. These influencing individuals are your targeted references so it makes sense to get the message right (not to mention its cheaper to go after them).
Identify the Business Problem or Heinous Consequence
Most people have no time to figure out a use for your “product”. Do your homework and promote a product to the right folks which addresses the heinous consequences that really impacts an organization and keeps them awake at night.
Highlight the Specific Business Value Delivered
Place the value of the “product” right in front of them. The goal is not to overwhelm them with detailed descriptions, technical specifications, features and benefit statements, but to discuss ways your “product” impact the business.
Use Real References
Before you hit the mainstream buyers most early adopters reference their own community. Everyone loves social proof.No organization is going to purchase products solely on the word of the vendor. Forrester Research states that the number one influence of technology purchases is recommendations of peer buyers. If you have to “buy” a reference by putting it in the quote or negotiating the deal way in advance – Do It.
Close the Loop
Leads are rented. By this I mean A. You’ve only got a short window to act. B. If you won’t act, someone else will.
There needs to be accurate and agreed to lead definition and tracking. Questions like: Is there an opportunity? Did they enter the Sales Funnel Process? Why / Why not? What other data-points did you need or would you like to have known? There are many versions of CRM tools out there that when used properly can assist in closing the loop but will not provide them in an of themselves. All tools need to be integrated.
Talk to them
The best marketing comes from the right mix of innovative strategic thinking, creative campaign design and data driven decision-making. Customer and prospect understanding is the key. Acquire the right audience; convert them into an avid user base and hang on to them as a community engaging them with the right message at all levels consistently. To do all of the above you need to be focused, relentless, and goal oriented.