CMOs, how do we make a difference when the available pool of paying customers has shrunk?

In a B2B company of not-unlimited means, it is easy to spend a lot of money on marketing without seeing value for the spend. Here are 4 spends that are limited, scalable, and accountable. Each can drive overall company growth, short term revenue, or both.

Target Customer analysis > G2. What characteristics, beliefs, business problems, firmographics do our best customers have in common? How predictive are these traits that another company could be a good customer?

Demand generation. Who else might be similar to our target customer(s)? Where might we find & meet them? What offers and approaches will draw their interest?

Relationship nurturing. How do we better get to know the people in our target customer universe — including our existing customers:?

Strategic communication. Who are our stakeholders (including current and potential customers, investors, and employees)? What do our stakeholders want and need to know? How can we become the source of that information?

They won’t remember our ads. They don’t want to learn what we want them to believe about our products, services, company, quality… they want us to tell them how our stuff solves their problem.

Related posts:

1. Who are we talking with, anyway?
2. Add these distractions to Marketing’s not-to-do list
3. 5 Reasons your customers and prospects don’t listen to you
4. I bet you don’t know your customer this well.
5. To know us is to love us – right?

Related posts brought to you by Yet Another Related Posts Plugin.