How do we market to them?▪ Purposefully avoid pitching▪ Illustrate your expertise, not your catalog▪ Over share that of others▪ Oﬀer to help “if you’re interested”▪ Make the conversation about them, not you▪ Support your buying channels▪ Be conﬁdent you oﬀer value, not just product
If you behave that way ... ... you’ll earn the right to ask
What About ROI?▪ Enhance Branding & Awareness▪ Protect Your Reputation▪ Build Community▪ Enhance Customer Service▪ Facilitate Research & Development▪ Drive Sales or Leads
New Product Ideas Customer Sa,sfac,on Scores Faster Response TimesMore Subscribers Higher Search Engine Results What do I get in return? Higher Reten,on RateMore Online Media Coverage Lower Cost-‐Per Lead Lower Call Center Costs Faster Response Times Website Traﬃc Increased Posi,ve Men,ons
What can it do? What do I want it to do?How will we measure success?
You need:▪Goal or Goals▪Objectives▪Strategies▪Tactics
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