The sale of complex products and services is well…complex. It takes a lot more than “smile and dial,” and more than just putting it on your site and hoping people will buy it. Selling complex solutions takes sophisticated marketing. It takes market education. It takes a solid launch. And it takes sales enablement. When you can execute these three strategies, and choreograph the many tactics they drive, you can support the sales cycle with measurable marketing. Not sure you need this? The results speak for themselves:
- Market education and leadership. Use industry issues and integrated marketing programs to reposition companies as thought leaders. Two programs drove sales pipelines of $74M & $174.5M.
- Product launch/acquisition marketing. Orchestrate multi-tactic launches to blitz market. One B2B2C launch included a national Satellite Media Tour with 5M views, a media tour driving 40+ media placements including Fox Business, Washington Post, Forbes and WSJ; 5 conference presentations in 4 months; email program; trade show debut and online consumer contest to register 30,000 consumers in 30 days; 20 prospect and partner meetings.
- Sales enablement and activation. Develop new tools, training, and incentives to enable sales. One program achieved 474% of program goal.