Susan Pascal Tatum, co-founder and president of Tatum Marketing, is a recognized expert in business-to-business internet marketing. She has been helping software, information technology and other BtoB firms achieve greater online marketing results for more than two decades. She is a popular author and speaker, and regularly publishes internet marketing strategies and actionable tips on her Tatum Marketing blog. Visit Tatum Marketing online for a complementary copy of their latest report, Technology Marketing 2008.
Want to know if your marketing program contains all of the critical components for minimizing costs while generating the largest number of high quality leads? Just take a quick run through this checklist.
- We have identified our ideal prospects and invest our marketing resources primarily to attract and develop these prospects.
- We have clearly differentiated ourselves from the competition in a way that is meaningful to our target market, and our messaging reflects this.
- We have defined the stages of our prospects’ buying process and we’ve created marketing responses to meet the prospects’ needs at each stage.
- Our website is a marketing hub that attracts, engages and meets the needs of our visitors. We know this because we monitor traffic and actions, measure against our objectives and adjust continuously.
- We are highly visible on appropriate search engines.
- Our demand generation efforts are focused on establishing a marketing relationship and not on trying to force a premature conversation with our sales team.
- We have an on-going process for developing and nurturing leads that aren’t ready for sales yet.
- Our marketing system qualifies leads before they are passed to the sales team.
- We are continuously improving our conversion rates.
- We have automated or outsourced the labor intensive activities that can easily take too much of our time.
- We have set quantifiable marketing objectives and we are consistently measuring results and testing to achieve better response rates.
Successful marketing is an integrated process that carefully matches your target market’s buying process. If any of the components listed above are missing from your marketing program, you have a weak link that is well worth the effort to fix.
© 2009 Tatum Marketing Inc.
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