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Do you understand your customers buying process?
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Does your marketing mirror that process?
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Do you have specific marketing messages that your customer receives at critical points in that process?
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If you did, would your marketing be more effective?
I always wondered, even before I started applying Lean Marketing Principles , why the marketing process rarely considered what stages a customer went through to buy their product or service. Customer usually have a fairly regimented way they conduct business and a very structured purchasing pattern. Most will even tell you and the fact of the
matter is, that your sales people already probably know it.
Now sit back and document that process, even create a a sales funnel or hour glass on this process. As you go through it step by step, pick critical points and review what you type of marketing materials you would like them to have in their hand as they reach those points. Maybe even think about reaching them just right before they reach a critical point. If you do this, it will create an entire different way of looking at your marketing. From the customers point of view! Not that novel is it?
I will be doing a series of blog post this week on Mirroring Your Customers Marketing! This will be part 1 of 5.