Sue Dancer, global field marketing and digital leader, PaperCut Software, recalls the launch of a next-generation hardware platform.
The theme of The Cannata Report’s May issue is communications and marketing. May’s Virtual Panel Series offers remembrances from six leading marketing professionals about the most memorable marketing campaign they ever worked on and why it was successful.
We hope that their stories, which will be published throughout the month of May, will give you ideas on enhancing your own marketing campaigns.
The most memorable campaign – the launch of a next generation hardware platform – wasn’t about the fancy creative concept, it was memorable because of how customers engaged and how we were able to amplify our successful conversion to sales. What was different with this campaign was how we dug deep into customer insights before we started building the campaign. There’s nothing more powerful than connecting with your customers to understand their thought process and actions when it comes to making a purchase.
It’s not uncommon today for most buyers to do a lot of research online before engaging a salesperson. The more complex the sale, the more likely they’ll be seeking your consultative skills, so it’s really important to understand how your customer [conducts] research, makes decisions, and buys.
Think of it in terms of the famous quote from Abraham Lincoln “If I had eight hours to chop down a tree, I’d spend six sharpening my axe.” Sharpen your axe up front by intimately understanding how your customers buy, guaranteeing the best possible campaign results! Not that we endorse chopping down trees, mind you! Dancer
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