So you’ve done your research. You know it’s “IT Managers” who buy your sort of product. You’ve got their postal and email address and even their phone number. You’ve invested in some great witty graphics – and a great new strap line. Of course you’ve got your “call to action” all worked out too. The database you have has 10,000 names on it and with that many on there you can’t fail, so off you go then – target circa £30M Okay?
You may laugh.
It’s a true example, spelled out to me only six months ago by a Sales VP of an organisation of some considerable stature. He had his head in his hands. He’s not there now.
I asked if this was the usual approach taken by his marketing department.
He said, “no”. “It’s the approach taken by the CEO”.
We all laughed.
They send out the campaign to 10,000 names.
What happens next?
A: They get enough responses and expressions of interest from qualified prospects to keep the team of 20 sales people busy on good opportunities for the next 3/6 months. The sales people follow-up and close in excess of 30% of the leads and everyone’s happy.
B: They get very few responses and certainly none of any quality. The sales people wonder what all the fuss was about and were getting on with making their number under their own steam/or not…as they had been for the last x years , marketing is busy planning the follow-up. The agency is fired because it was probably their fault and also it’s worth giving the database company a quick kick as well because they’re just rubbish anyway. We’re now a quarter behind, the market is none the wiser about the company, the company is still none the wiser about the market.
What can the next step possibly be?
1. Do it again, only this time to more people, send it more than once (obviously), oh and get telemarketing on it this time – stupid. That will do it. With 20,000 names you can’t lose.
2. You decide…..