Issue: 7
November, 2010
Over the last few years, I’ve seen a change in the way that many EMC companies market themselves. Equipment and component organizations that once employed a multi-faceted approach are now what I would term “micro-marketing”, focusing solely on lead generation techniques. At first, it seems like the smart thing to do – “don’t do anything you can’t measure” as the mantra goes. But is it? At Interference Technology, we work with about 150 clients. Here are four companies I’ve watched over the last few years. Two companies employed “micro-marketing” and two used a multi-level approach to build their businesses. The results are telling. Two organizations “micro-marketed” to generate leads and measure ROI. Their plans generally consisted of email campaigns and tradeshows. This approach worked short term, but in the long run, their lead volumes diminished. Today, these two companies are battling stagnant sales numbers, even before the recession hit.How about the other two organizations? Their marketing plans generated leads, but they also built their brand, which ultimately gave them a wider base of customerswho could recall their company name, viewed their products positively, etc. To do this, they used a wider set of marketing tools:
- Web, print
- Social media
- PR
- Newsletters
- Content marketing
OK, so all this other stuff costs money! But remember it’s all about the return. I look at lead gen versus brand marketing like this- with lead gen marketing, you will spend money; add brand marketing, and you will be investing your money. Or, try this – with only lead gen marketing, you are calling the customer, add some brand marketing, and the customer calls you…Download our full report and learn how you can grow your EMC business. Learn how your organiazation can create a strong brand that will allow you have steady and sustainable growth with a wide base of repeat customers and prospects that know your company, trust your products and remember your name when they are ready to buy.
