marketers, we’re often focused on the all-important “ask.” We talk about
click-throughs, conversions and messaging designed to lead prospects to a
decision. And it makes sense – for many of us, that’s how we’re judged and
compensated. But new data confirms the growing power of branded interactions
before or between the sale.
A recent poll from SAP found that buying
decisions are greatly affected by customized interaction with a brand and that tailored
subjects and methods of communications lead to invested customers. More than half of those surveyed
(54 percent) would like — or may like — an offer of help before they have to
ask for it. Nearly one-third of respondents (30 percent) cited “shared values”
as a reason they are loyal to a brand.
statistics point to the larger trend of affinity-building communications and
the realization that long-term loyalty is a gradual process. So how do we track
shared values? How many times should we help or share expertise before a
prospect makes a purchase? It all depends.
We talk a
lot in this space about sharing ownership of the conversation with prospects
and customers. We would be remiss if we didn’t also emphasize the element of
patience in that equation. Respecting a prospect’s wishes on the timing and
content of your marketing messages also implies a similar respect for their
journey to purchase, however long it may take.
marketers, patience can be in short supply. Armed with the best tools,
virtually unlimited communications channels and looming deadlines, we want
instant results. Yet without patience, we neglect the pre-sale and between sale
interactions that are proving so valuable to building loyalty.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.
With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.
Labels: between sale, between-sale, building loyalty, communication channel, conversions, pre-sale, SAP