Revenue – I’ve never seen an employee accept a low CPC or high market share…
There’s a famous marketing adage that good marketing is “delivering the right message, to the right person, at the right time.” Lots of people say it and talk about it, but few people do it.
If you’re trying to solicit an Enterprise customer in the Healthcare industry, do you know what their pain points are (pun intended)? Do you know what they’re trying to solve for? Do you know what their biggest concerns are?
If you don’t, there’s a couple of ways to go about finding out:
- Finding existing articles on the subject (there are plenty)
- Conduct your own research with potential customers
- Conduct your own research with existing customers
I personally like #3 the best. Talk to your customers! What were their concerns? What were they solving for? What were their pain points? After finding out from them (and making worth their while for the information), talk to your salespeople who worked on their deal and the account team. Find out if what the customers are saying matches up with the reality (sometimes it does, but sometimes it doesn’t).
Once you find out those pain points, concerns, and solutions for that type of customer then go create content that speaks to all those things. Some people are product focused, so create product content. Some people are solution focused, so create solution content.
Some people are pain focused, so talk about their pain and how your company can (1) solve it, and (2) solved it for people who look like them (Enterprise customers in the Healthcare industry). Don’t limit yourself by trying to create a one-size-fits-all piece of content! Create some whitepapers, case studies, infographics, and videos because different people learn in differently.
After you’ve got all of that nailed down, only market this type of content to the intended target audience (Enterprise customers in the Healthcare industry). ABM can solve for this, but so can industry websites, social media, content syndication, emails, and paid search. Don’t blast it out to everyone in the world and waste those marketing dollars.
Create audience segments from your website analytics and only show search ads to those people who fit the profile. Create look alike audiences from those and target them with display ads. Create a target company list and deploy ads only to those companies via social media.
The results from all of this is going to be FAR more targeted and efficient marketing, aimed at the right people, with the right message. If they show intent by searching for content or engaging with your content, then that’s a signal that it’s the right time. Plus, you’ve achieved all of this while spending far less budget. That’s the sort of thing that can get a person promoted (so long as sales does their job, but that’s a different story).