That’s the word from our own Brian Carroll, who made that proclamation in an interview at the MarketingSherpa Email Summit this week.
Paradoxically, this is why it’s critical to be strategic. He explains there’s a lot of ways to acquire leads, but there’s no determining which ones work best without testing. But what compounds the situation is that marketers don’t have the time or resources to test every potential tactic.
This is why Carroll advises looking at marketing like a portfolio manager looks at a mutual fund. They analyze the financial marketplace. They make choices that balance high risk/high reward with the tried and true to achieve the highest return from their investment portfolio.
To get a complete view of what’s performing in the sales marketplace, Carroll turns to data from MarketingSherpa’s Benchmark Reports. He analyzes what’s working – and what’s not – for other marketers and makes informed decision about which tactics would best complete his marketing portfolio.
Beyond that, it’s all about building relationships with people. “That’s what we really need to do instead of expecting to drive conversion from a single event or email,” he explains and throws in another analogy, “You don’t ask someone to get married on the first date…the relationship you’re looking to start with customers is built over time with trust.”
He expands on how to make that happen:
“You need to identify the right people in the right companies. Initiate a memorable dialog that answers ‘yes’ to the questions ‘Is this relevant to me and my needs or my coworker’s or colleagues?’ And then nurture that dialog with a potential customer on an ongoing basis…If you’re doing these three things effectively, you’re doing lead generation well.”
Take five minutes to watch Brian’s interview here:
This video has been produced in cooperation with GetResponse Email Marketing. See more at: http://www.getresponse.com/promo/emailtv