By Luke Weigel
Marketing Manager, Lessiter Media
lweigel@lessitermedia.com
414-326-0437
One of my favorite board games as a child was Candy Land, and it remains a go-to during family game nights with our son. So you can imagine my excitement when scrolling through LinkedIn, I stumbled across someone talking about "Marketing Land."
The colorful visual provides all the familiar twists and turns, obstacles and potential setbacks and an ultimate happy ending. No, it's not another board game, but rather a road map for marketing success composed by The Proper Marketing Club.
The Marketing Land Map serves as a great reminder of what the journey should look like and the shortcuts we often take. We're likely all guilty, myself included, of starting at the end. We see a problem and throw a promotion at it, looking for a quick fix. When we should be taking the time to diagnose it, create a strategy to address it, and then start executing a thought-out promotional plan.
Source: The Proper Marketing Club
Of all the places I've worked, Lessiter Media has been the most diligent in consistently sticking to a process like Marketing Land — not rushing or forcing the process, but executing a strategic plan with precision and speed. And while much of what we do is behind the scenes, it's a partner-facing program that immediately came to mind when considering this road map: the TASER™ Custom Lead Generation Program.
"Lead" is a buzzword in virtually every industry, and ours is no different. Everybody wants them, everyone is looking for them, but they aren't all created equal. Sure, you could do things like renting or buying a list, picking up an attendee list from a trade show or pulling names out of a fishbowl drawing. But trying to convert those into customers is basically starting at the end and firing off a promotion to see what sticks.
The TASER™ Custom Lead Generation Program's process is very similar to the journey outlined above. It's not a "we have a problem, give us leads to fix it" process. It starts with a deep dive consultation to help us — and oftentimes the customer as well — truly understand what the goal is, what the problem is, who the target is, what the unique selling proposition is, what qualitative and quantitative data exists, and much more. Then, and only then, do we proceed to the strategy conversation and ultimately execution, with the primary goal of providing a sales-ready list of qualified leads and not a bunch of tire-kickers looking for a free stress ball.
How does your marketing team plan for new projects? Do you use a strategic process similar to Marketing Land? Would love to hear what's working for you
P.S. If you're interested in learning more about a TASER™ Custom Lead Generation Program, drop me a line or fill out this short form to set up a free consultation.
