FCMO (Fractional CMO) to Life Sciences and Tech. Advisor to CEOs and CFOs. Internal Sales and Marketing Team Advocate. Father, Musician, and Podcast Host.
My clients pay me for different ways of thinking and proposing ideas they wouldn’t have thought of. Then they get all bristly and prickly when I propose them. “that’ll never work because…” Sometimes I can “sell” them on it. Sometimes I can’t. It’s how it is in what we do. Here’s one thing I’ve found that helps make the case: Clear visualization of how this new thing will work. Most non marketers can’t understand all the parts of a moving funnel without a picture of it. But when you’re presenting something that’s a dramatic change to their sales and marketing process, or even something completely novel, you can’t simply talk about it. Take for example building a value ladder. As a fan of utility-based marketing (providing tools along the journey), one of the most effective ways to get the opportunities that are mostly likely to buy is to take a process you would conduct during onboarding, and make it a self serve tool that sits right before the sale. “That’s crazy, that’s a lot of work” No kidding. But how much time and money did you blow on google ads and ineffective social media on 2023? Eliminating gated PDF downloads and moving a tool (like a 20 question current state assessment) into the email collection slot gives you: - Something useful to your future customer - First party data for sales team (they can see the answers to the assessment and frame personalized pitch… accelerates the sale) - First party data for marketers to do smarter marketing - A roadmap to success for you - Expedient customer onboarding and retention Why isn’t every company offering this up? Initial cost. They’ve never done it. Sales and organizational resistance to change. It’s not “sexy” (although it can be). Think this wouldn’t work for you? We’ve used this to drive qualified traffic and leads to biotech, pharma, medical device and manufacturing. Anyway, when initially presenting this idea, no one buys it. But once a picture of the flow and the cost/benefit analysis is laid out, it’s a no-brainer. Moral? Pictures sell. Does anyone else feel like the ideas and strategies that rejected are ofter the ones that would be most effective? #sales #marketing #lifesciencemarketing #healthcareindustry #medicaldevices
we’d like to thank not only our brains, but the client opinions for this award next time, try brainstorming ideas like this: https://lnkd.in/dCXJ9dRt
