Marketing’s Customers: an Oxymoron or Reality??
Written by Paul Dunay on September 8, 2008 – 9:08 am -
They may not be the ones you think I mean. No not the internal customers or your bosses boss like the CEO, CFO or COO. I mean real customers of marketing. Let me explain …
If you are like me working to drive thought leadership out of our organization and into the hands of would be prospects, then you know the first place that this phenomena of Marketing’s Customers happens is online.
A person who downloads the paper and opts into our database becomes a lead start (notice I didn’t say lead). And with the lead nurturing system we have in place we can then develop a lead to the point that they are willing to talk to someone from our sales organization.
In a recent meeting with Forrester analyst Peter Burris he pointed out to me that this customer is not a customer of sales but a “customer of marketing”! Which is an interesting notion if you stop and think about it?
Perhaps this accounts for some of the Not Invented Here feeling we can sometimes get from our sales team on these leads. But love them or not they are still interest and much warmer than any cold call a sales person could ever have.
How are you bringing in new customers?
Tags: , lead generation, Lead Nurturing
Posted in conversational marketing, marketing 2.0, marketing strategy |
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September 10th, 2008 at 7:04 pm
I like how you call it: lead start. And I believe I get your point. It never becomes a full lead unless you get to nurture it and that there’s a huge possibility that you can be able to convert the person into your full-fledged customer. Lead nurturing perhaps is one important step that is often missed out by a lot of companies these days. They can get to prioritize them, assign them to sales agents, and yet they lack the mechanism to eventually go for them, thereby losing them in the process.