1. Multi-touch marketing campaigns multiply results
It’s common sense: we need to build relationships with customers for new business development
to get on their shopping list. We understand this intuitively as a crucial factor in the sales process.
But what about marketing? Experience shows that single one-touch marketing doesn’t work. We
may have invested in a database, and are disappointed that the telephone call, the fancy direct mail
or sophisticated e-mail blast didn’t work. Why? Reality check: you contacted these target customers
for the first time. They don’t know you. They don’t know how you can help them and why they should
consider you. In many situations they don’t even know that they have a problem you can solve!
In fact, without follow up you leave money on the table for your competitor. “One and done” simply
doesn’t work other than picking some low hanging fruit. It’s the most expensive lead generation you
can do.
The combination of an e-mail or direct mail and a phone call can lift results significantly. Based on
independent research, and our experience in the local IT market, it takes 5-7 touches to reach, and
start a meaningful dialogue with your target market.
Engaging C-level contacts in large organisations is becoming more an more difficult and requires an
average of 9 touches. To get through the information overload, a multi-touch campaign requires a
well integrated mix of e-mail, direct mail, outbound calls and, where appropriate, events.
So why is it challenging to run multi-touch campaigns? There are three main reasons:
Reason No 1: Because it’s complex!
We need sophisticated marketing skills and tools across all disciplines: From value proposition craft-
ing, messaging, copywriting, e-mail design, direct mail design, creative design and production, tele-
marketing scripts across to CRM systems, e-mail broadcasting and tracking system, customer data-
base merging and cleansing, and the list goes on.
Reason No2: Because it requires discipline!
The results after the first and second touch are predictably
below expectation. Instead of abandoning the program
the secret is to keep going and stay committed to the
process. With ongoing lead nurturing and development
the lead rates will go up over time and the cost per lead
down.
Reason No3: Because it requires a relevant target market database!
Getting the target market database right influences about 50-60% of the success. The rest lies in the
right value proposition, content and design. We can only generate the right leads, if we target the
right people. We can only develop relationships if we open a dialogue that the target customer per-
ceives as valuable, trustworthy and interesting.
© 2010 Go To Market Pty Ltd. All rights reserved. 02 9900 0800| www.gotomarket.com.au

2. The lead marketing process for new business development needs to see the world from the cus-
tomer’s perspective:
 Who are you? - create AWARENESS through INTRODUCTION
 What do you do? – provide a clear message and VALUE PROPOSITION
 Why should I talk to you? - deliver CREDIBILITY statements through CASESTUDIES
 Why should I talk to you NOW? – give a valid reason to get the meeting through OFFERS
The Three Golden Rules for Success are:
 Get your story right and stick with it: Invest in the right database, value proposition and
competitive positioning
 Commit to a minimum time frame of 3-6 months to execute a disciplined 5-7 touch lead
marketing program with a consistent message and design
 Continue to nurture the target market database and prioritize contacts based on their
feedback
More and more organisations recognise the complexity and resource intensiveness to plan and exe-
cute effective long term multi-touch campaigns to grow their sales pipeline. They turn increasingly
to the option to engage outsourced marketing partners to deliver end to end programs with meas-
urable return on investment.
About Go To Market:
GTM is an experienced business development team building long-term alliances with senior management in
the B2B technology market sector to drive demand and profitability .
Our clients value our common sense, programmatic approach to business development which integrates the
disciplines of business management, revenue generation and service delivery performance so that revenue
and profitability objectives can be achieved.
As a client-centric organisation, we recognise the importance of working effectively within an ecosystem of
clients, vendors and partners in a world of co-opetition.
Aligned with our client’s business, the Go To Market services framework provides practical, hands-on consult-
ing and coaching as well as a full range of outsourced marketing execution services through our marketing
campaign centre.
© 2010 Go To Market Pty Ltd. All rights reserved. 02 9900 0800| www.gotomarket.com.au