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YOUR’RE DOING IT WRONG!
A number of our recent posts have talked about aligning sales and marketing and making sure that you are getting a positive return from your efforts but I feel it’s worth exploring further – I remembered a conversation I had with a friend/business contact earlier this year.
Me: How’s business?
Anon: Yeah OK, could be busier, I’d love to do some work with you guys but we’ve got no more budget for the rest of the year
Me: Hey, no worries let me know when you’re ready. You know where we are. [is what I should have said but knowing him well enough I said] “Well whatever you’re doing is obviously not working”
It turns their budget has been spent on a new website and ongoing PPC campaign. However, even though they’ve spent a fortune on conversion rate optimisation and have fantastic content they’re just not getting a return. Sometimes it’s just a little tweak here and there; sometimes, it’s something more fundamental. We’d never suggest stopping your other marketing efforts. We positively encourage fully integrated sales and marketing campaigns, we would however insist that, if you’re doing something that’s not working STOP doing it!
After all, Einstein’s definition:
“Insanity is doing the same thing over and over and expecting a different result”
Now, let’s not fall out over misattribution. it doesn’t matter if Einstein actually said it, or Mark Twain, Confusion or even my Nan – you’re missing the point! – Whoever said it you can’t disagree with the message.
Translated into marketing terms, if you’re doing the same thing over and over again and not getting a return then don’t expect if you keep doing it to get anything different. Marketing is all about testing, proving and scaling.
So, what did we do for my friend?
We suggested that rather than stopping their digital marketing efforts, let’s redirect some of that budget and actually speak with potential customers that were making the enquiries but not buying. Seems obvious right? Wrong. It’s incredible the number of enquiries that are generated by really talented digital marketers to go into the business that might get an email, attempted to phone 2 or 3 times and then thrown into a pile of lost opportunities. There is gold in this pile. With an intelligent approach, the right CRM system and a telemarketer that is motivated we found that it took 6-9 attempts to get through to the prospect. They are winning new business and month on month increase their PPC budget and the time we allocate to them.
Good news all round!
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