For 50 years marketers have lived by a mantra: volume and velocity. They became very effective at broadcasting compelling messages. In fact they became too good at it and the world became saturated with marketing content.
In the age of digital marketing getting your message out is not the problem – noise is. Customers have become increasingly effective in tuning out marketing and sales messages if the not relevant to them in the moment.
Old tactics are getting more expensive and less effective, because the best they could do is focus on quantity – in the past marketers didn’t have the data or the capabilities to truly analyze quality. But as channels of interaction have expanded to include the digital world, marketing’s ability to be more data-driven and targets has expanded as well. You might be aware of the 80/20 rule of productivity, but in data-driven marketing there is an even stricter 80/2 rule. In many organizations less than 2% of the people you market to will eventually become customers that bring more than 80% of the revenue. The question is how do we identify, that 2% and treat them as the valuable resource they are? Or, perhaps even more importantly, how do we grow that 2% to drive more sales and revenue?
In this webinar you will learn about data-driven techniques that are making it possible to focus on quality prospects and get better results. We will explore how to execute tactics that produce the best results at a lower cost.