Lisa Shepherd’s advice on choosing tactics: see it from your customer’s point of view. What are the things your customers do when they’re buying?
Lisa is CEO of The Mezzanine Group.
They provide marketing outsourcing and consulting to B2B companies and professional associations.
From their website:”The Mezzanine Group’s mission is to make our clients recognized leaders in what they do.”
Almost all my conversations here are with CEOs of B2B software companies, but Lisa is so knowledgeable about B2B marketing in general that I had to ask her to share her insights with us.
“I think a good starting point for companies as they’re thinking about what should they do in marketing is to spin it around. It’s not about what they should send out in marketing, they should start by thinking about – What do our customers or our prospects do when they’re buying?
So spin it completely around and figure out what is the buying process. Because in B2B it’s complex. It involves multiple stakeholders, big ticket items, risk. And so, a company really needs to understand what are the steps that the stakeholders in our buying process go through?
[For example] if you’re selling to government, that’s complicated. There are numerous people involved, there are going to be tenders, there are going to be bids. How are you going to get invited to that bid? What are the points in that bid? How are they going to evaluate it? Who’s involved in evaluating it?
These are the questions that companies need to have answers to in order to figure out what role can marketing serve for them?”