Marketing Communications Content Should be Used to Produce Opportunities to Directly Engage with Market Participants

IMB Enterprises, Inc. has considerable experience identifying opportunities for clients to meet with prospects who want to learn more about our clients’ products, services, or integrated solutions. Usually the type of opportunity that we produce is a meeting between a representative from our clients’ team and a prospect.

Often this type of service is called “lead generation.” However, we won’t use the term lead generation over the next series of posts to this blog. “Lead generation” is, in our opinion, a vague term that, literally, refers to an undefined process, “generation”, which somehow produces “leads”, meaning the names of contacts and prospects likely to have an interest in specific products/services/integrated solutions.

Further, the term “leads” is, itself, hard to define. For example, what does interest really mean? In fact, it is often the case that interest can arise as the result of any of a wide range of factors, not all of which will result in a purchase.

We think it is much more useful to break up the process of promoting products to attract sales prospects into a series of steps, which are each clearly defined. Once each of these steps is clear, then the method of managing these steps to ensure success should be clear, as well.

The first step in building a successful product promotional campaign is to target the marketing communications component, meaning the promotional editorial content, to the specific market segment most likely to be receptive to invitations to engage in a manner that will produce useful information. There are 3 key aspects to this first step:

  • The content must be targeted
  • A specific group of recipients, meaning a subset of the overall market, should be the intended audience
  • and, finally, the objective should be to collect preliminary information that can be used to qualify individuals and their respective organizations as to the likeliness that they will emerge as customers

It is by no means a simple matter to successfully accomplish each of these three steps. We think that the challenges that arise for clients as they realize mediocre returns from their efforts to promote their products contributes to a general skepticism about “lead generation” services.

In the next post to this blog we will talk about what we think successfully targeted product promotional content is all about.

If you are tired of mediocre results from product promotional efforts, and would welcome a fresh look at your marketing and sales plans for your products, please consider IMB Enterprises, Inc. We have current experience working with software products, services and integrated solutions for enterprise business markets and comparably sized organizations in the public and not-for-profit sectors. You can telephone us at +1 631-673-2929. If you prefer electronic contact, then please contact us. We are enthusiastic about opportunities to engage with businesses looking for a truly effective method of producing market interest.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved

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