Always be a first-rate version of yourself, instead of a second-rate version of somebody else.
– Judy Garland
The common goal for all businesses who sell to other businesses is to generate leads and sales. Marketing and advertising have changed dramatically in the past two years, requiring companies to rethink their marketing efforts to achieve their desired results. Today’s most successful marketing professionals are providing more value than ever before.
Savvy marketers understand the four main reasons people don’t buy: negative buying criteria, no separation from the competition, limited access to decision makers and under-education.
Just think. What would your prospects think of you if you demonstrated a deep knowledge of their industry and had a unique understanding of their challenges? You would move from being a vendor to being a strategic advisor. That’s why education-based selling is so important and marketing is a key driver of that education.
So how do you change the dynamics to work in your favor? It’s important to first understand the current business environment you’re operating in. Regardless of your industry, there are five challenges facing your business that require your immediate attention:
1. The world has changed
We live in a mobile world. More of the things we used to do offline, we now do online and the age of mobile adoption has changed the way we reach buyers. If you haven’t moved on mobile, your business is at a disadvantage.
2. The tables have turned
The hardest thing about selling today is that customers don’t need you the way they used to. Sixty to seventy percent of the sales cycle is over before your buyer ever talks to a sales person. The process of selling hasn’t changed, the process of buying has. The internet has given buyers the ability to research, comparison shop and educate themselves on products and services whenever and wherever they want. Get out there. Be a part of that research phase with your marketing.
3. Customer targeting has changed
We are now in the age of the customer, where empowered buyers demand a new level of customer focus. Ninety-six percent of consumers say they have received mistargeted information or promotions. We have access to mounds of data, but it’s important to do the right things with it. Use the data to segment and personalize marketing campaigns and messages with a mobile, local and social focus to reach customers where they live and consume information.
4. Marketing technology has changed
Even with all of the advances in marketing technology, marketers are underwhelmed by their IT department’s processes and lack of focus on business strategy and innovation. Marketing and sales must work together to achieve powerful connections with customers. For example, to bring customers into your website, you need to shift away from a one-size-fits-all approach toward a persona-based experience based on the wants and needs of your best target customers.
5. Demands on marketers have changed
MarketingProfs.com recently released a list of challenges that marketers face. The highest ranked were lack of time, the inability to produce enough content, not being able to produce content that engages and lack of budget. Marketers are getting more and more pressure to perform, but not often given the budget, tools or resources they need to succeed. Retooling resources is essential for success.
So where does this leave you? With an opportunity to innovate by creating customer value through disruption. Successful marketers transform customer experiences, leverage data to personalize, embrace mobile-local-social, invest in inbound marketing and create dynamic organizations to find true business success.
Sheila Kloefkorn is CEO of KEO Marketing Inc and Firm Owner/Business Coach with ActionCOACH. She was recently recognized as one of the Top 25 Dynamic Women in Business by the Phoenix Business Journal. Sheila can be reached at email@example.com.
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Walter Unger CCIM, CCSS, CCLS
I am a successful Commercial Investment Real Estate Broker in Arizona now for 20 years and I worked with banks and their commercial REO properties for 3 years. I am also a commercial landspecialist in Phoenix and a Landspecialist in Arizona.
WHETHER YOU LEASE OR OWN
NOW IS THE TIME FOR YOU TO EXPAND, UPGRADE OR INVEST.
we are at on the a rise of the cycle in Commercial Real Estate. so there is only one way and it’s called we are going up and now is the time for you to expand, upgrade or invest in Commercial Properties in Phoenix. The prices on deals I may get you will not be around forever.
If you have any questions about Commercial Investment Properties in Phoenix or Commercial Investment Properties in Arizona, I will gladly sit down with you and share my expertise and my professional opinion in Commercial Properties in Phoenix or Commercial Properties in Arizona with you.Obviously I am also in this to make money, but it could be a win-win situation for all of us.
Please reply by e-mail firstname.lastname@example.org or call me on my cell 520-975-5207 or Office:480-948-5554
Walter Unger CCIM
Associate Broker, West USA Commercial Real Estate Advisers
7077 E. Marilyn Road, Bldg 4, Suite 130
Scottsdale, AZ 85254
Office : 480-948-5554
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