Marketing as Leadership

• Marketing Momentum
• Active Relationships
• Customer-Centric Campaigns
• Email Story Campaigns
• Themed Newsletters
• Marketing Microsites
• B2B Website Story
• Sales Conversation Toolkit
• Marketing Events
• Resources
• What MI Does
• Contact

Do your customers know why and how you can solve their problems?

Customer-centric marketing campaigns increase the momentum for buyers choosing your product over that of your competitor, because they trust you to understand and solve their problems.

A strategic marketing campaign is a collection of content that tells a valuable story, tuned to address the specific problems and needs of each customer at their specific point in the buying cycle. Each communication piece within the campaign builds upon others. Together they sway customer preference toward purchasing your products and solutions over those of competitors. For optimum results, contextual content should be used in conjunction with the tools that drive the marketing and sales process--Marketing Automation and CRM.

If you have marketing automation tools and CRM, you have access to the customer information you need to power compelling strategic interactions. The problem is that most organizations aren't using that data effectively. Nor are they leveraging each and every interaction to consistently engage prospects and customers through a progressive story, based on the customers' own responses and reactions.

A customer-centric marketing campaign is an organic strategy:

• As you gather customer insights through electronic and personal responses, you build interest profiles for each customer.
• Profiles are analyzed for areas of interest and buying opportunities.
• Messages constantly evolve to match your customers' changing preferences or needs.

Through a committed effort, marketing can increase the relevancy of each and every campaign, powering momentum while building active, loyal relationships.

Here's an example of a strategic marketing campaign for the "Wiz Company's" WizBang 5000 product:

The company's website story is rewritten for the product launch. You've focused on the problems the WizBang 5000 solves and created links to solution microsites that showcase the value of the WizBang 5000 for specific prospect profiles. To drive awareness, you've launched an email story campaign that compels your prospects and customers to follow the links to the solution microsite most appropriate for them. There you have opportunities for them to get deeper into the story through event participation that is targeted at their specific problem sets. Themed newsletters provide insights into industry issues you know your customers and prospects need to learn more about to keep driving success, positioning Wiz as a trusted partner.

As Wiz's prospects and customers respond to different campaigns, information regarding their preferences, their review of specific products or information, their buying status is captured, consolidated and analyzed to establish unique profiles. Interactive dialogues allow prospects to tell Wiz even more about themselves and their needs, without ever feeling the pressure of a sales call.

When the time is right and the prospects are ready to buy, Wiz provides the sales team with a complete profile of the prospect and a specific set of positioning points and evidence (within comprehensive sales story tools) that inserts the reps seamlessly into the conversation, moves them beyond objections and helps them close the deal quickly.

Best of all, the Wiz Company's marketing team can prove their contribution to revenue, show how they've increased the momentum of the buying cycle and how their marketing initiatives impacted the customer acquisition rate.

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