7 New Rules for Engagement for B-2-B Direct Marketing
July 29, 2015
A big challenge for marketers, and one that’s become a must in the age of algorithms, is how to engage with customers. We loved this presentation that was made at the DMA2011 B-2-B Symposium by Mary Miller, Global Director of Marketing at Oak Brook, Ill.-based mardevdm2 on how to communicate with customers on their terms:
- Do not initiate contact without a clear objective.
- Start with the customer, not with your product or service. “They don’t care about us,” she says. Customers want to solve their problems. “Always make [messaging] about the customer problem and not your product.”
- Pick up where the interaction left off. For instance, use a webinar (YouTube Video or VideoBlog) to answer questions rather than to push products.
- Don’t ask the prospect for the same thing more than once.
- Make the interaction personal and personalized.
- Deliver the information that reflects what you’ve already learned about them.
- Learn about the customers/prospects in bits… not all at once. “Start with what you know and add as you go,” Miller says. “Add insight and not just data.” For instance, if a customer doesn’t like phone calls, take note of that.