Marketing as Leadership

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Are your prospects and customers eager to hear from you?

Creating and sustaining Active Relationships is a key marketing deliverable, and an effective lever for increasing marketing momentum.

Everyone talks about streamlining the sales cycle, but building relationships is really about improving the quality of the buying cycle. Marketing Interactions helps our clients become more customer focused by flipping the way you look at your marketing and sales process. We help you improve the experiences your prospects have during their buying cycle, making them feel as though your company understands and cares about their specific needs. The resulting active relationships bring more revenue, more customer loyalty and greater returns on marketing investments.

“Nearly 90% of all respondents say that customer relationships are either very or extremely important to the success of their business. More customer engagement, they believe, would translate into improved customer loyalty (80%), increased revenue (76%) and increased profits (75%)” - EIU 2007, Beyond Loyalty: Meeting the Challenge of Customer Engagement Part I

Yet only 13% of vendors actually believe their customers are committed. A Forrester study found that only 8% of customers agree. There's obviously a huge disconnect between concept and reality, and therein lies the opportunity for marketing teams.

Within every customer conversation lies the opportunity for differentiation. How you sell, not what you sell, makes the difference. Building relationships is an art. Everyone says they do it. But communicating with each customer and prospect as if they all had the same problems and needs does little to drive relationships that differentiate your company. In fact, in today's digital age, it can be downright annoying.

Creating "active" relationships entails communicating with every customer as a unique entity, with unique problems and needs, through the use of customer-centric marketing campaigns. The result? The leads you hand over to sales are more highly qualified. And you build an active relationship that allows you to provide sales with a profile of the customer's problem, their specific interests and the key positioning points that can accelerate sales success.

Take a look at your marketing messaging. Does it:

• orchestrate a conversation that engages through two-way interactions?
• connect to other corporate messaging to build a story?
• deliver meaningful information that helps customers envision successfully using your products?
• focus on the buying cycle to move the prospect forward, in tandem with the relationship?
• deliver consistent, quantifiable business results?

If you want to build more Active Relationships that shorten buying cycles, let's talk.

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