Some companies think of marketing as a series of discrete events called campaigns. They move seamlessly between these events, judging them merely on response rates and investment returns. But perhaps such marketing approaches are not as seamless as they seem.
The trouble is you can’t truly capitalize on the learning and insights now being generated through customer outreach. Whether marketing activities are fully managed in-house or involve partners engaged in Client Discovery work, companies could turn this accumulating knowledge and experience into a powerful asset if they started to think of marketing as an ongoing process.
We see this in our business all the time. When our clients commit to an ongoing relationship, we are able to develop new and deeper levels of knowledge about their markets, customers and prospects. Our analysis and insights become deeper, more valuable and more actionable over time. We can provide guidance and feedback they can use to hone their messaging, strengthen their value propositions and maximize their sales results. We’ve certainly provided this level of value in the healthcare field where we have developed powerful insights into the buying processes and dynamics of hospital decision makers.
That said, we are committed to providing valuable market intelligence in all cases — even when our clients are merely interested in a brief campaign. But the intelligence we accumulate — an asset, to be sure — cannot be further leveraged if the objectives are merely short-term in scope.
So maybe it’s time to think beyond isolated campaigns and think more carefully about the value of rich and perpetual connections. Deepen your connections with your marketing and teleservice partners and they can, in turn, deepen connections with your prospective customers. Deepen these connections and they can provide richer and more powerful insights.
