“Efficient marketing requires a target, followed by a message that immediately resonates sufficiently to foster a conversation between two willing parties.” - David C. Baker

When that pithy sentence from marketing guru David Baker hit my email box in February, it rang true.

It’s very relevant for the companies I work with. They often find their sales growth is held back by one or more of these issues:

• It’s hard to get prospects to comprehend ahead of time how delighted they will be once they become customers
• Limited awareness and little-to-no-differentiation from what competitors are saying
• Using self-centered or product-centric messaging that doesn’t connect with the audience
• Doing random acts of marketing communications, or none at all
• Ad hoc selling, vs. having a process

Fortunately, those issues are solvable, and we can get the business on the road to achieving its sales and profit goals.

How?

By building a proactive, systematic Marketing & Sales Engine that puts Baker’s formula into practice.

Target

Target is the first of Baker’s four crucial words, so our initial steps are:

Message

• It’s prospect-centric, not us-centric, and speaks to what they care about most
• Is based on our greatest value
• Is implemented at key touch points along the prospect-to-customer journey

Conversation

• Compile, improve and expand the contact database, so that we have customers and past prospects, and acquire more contacts in our new targeted areas
• Develop “easy yes” offers designed to engage prospects on a simple step along the journey
• Write a series of email templates for Account-Based Marketing (ABM) campaigns
• Stand up marketing automation software and build the campaign maps and autoresponders

• Research and select keywords to make the website and social content findable
• Get backlinks and other SEO measures in place
• Set up a process for handling and screening inbound opportunities

Efficient

We do Insights work because it multiplies the effectiveness of the execution and the ROI of the marketing and sales communications the company subsequently invests in.

Next Steps

That’s the proven process. If you want to follow that path, but realize that you can get to your goals faster with outside help, let’s schedule a time to talk.