As marketers, each year we take a concept and position it just 15 degrees off center from where it was last year or the year before. This way we are able to keep testing, bring fresh ideas to the table and hopefully drive new and better results. If you take a concept 15 degrees off center, your potential customers will see a new perspective that hopefully will act as a hook. We are all in the business of fishing but slight variations in how we fish allows us not to go too far away from what has worked in the past.
So whether your priority is executing an Account Based Marketing (ABM) program, organizing, integrating and positioning the right content, mapping messaging and content to the buyer’s journey or just trying to align your Sales and Marketing departments better, you have to evolve your approach and drive superior results. Each year we ask ourselves, what are we going to do different that actually works?
How are you working with your customers now? Are they just logos on a powerpoint slide? Or, are you leveraging ideas like P2P Selling?
Think about it! No…really think about it!
Don’t get me wrong, an ABM strategy is amazing! You put all that hard work into looking for potential customers that are more likely to buy from you. You gather targeted data, you think about what their challenges are, create targeted messages and content and you align all of that with your own value proposition.
…then you send them what?
…then you call on them and tell them what?
…then you spend all of that money on specific paid channels like social and digital communications and sell them what?
Do you still think potentials customer would rather hear from you or one of their peers? Have you not seen all of the data, stats and insights out there talking about how important advocacy, referrals and references are to closing new business?
If I was you, I would take whatever your strategic initiative is the year and supercharge it by activating your customer’s voice. DOWNLOAD this infographic and have a quick read. See how rethinking your strategic initiative and taking it 15 degrees off center by activating the voice of your customers, you can realize even better results than what you originally planned for at the beginning of the year.