What clients really think of your marketing #IMD16 #IIeX 


Live notetaking at #IMD16 in chicago. Any errors are my own.

Marketing for MR: What we’ve learned from GRIT, Our clients, and our own marketing by Lauren Tilden and Lukas Pospichal

  • GreenBook mission is to connect researchers regardless of the size of the business
  • What does GRIT tell us – GreenBook research industry trends, it’s for researchers, tell us where we are and where we are going, not being used to inform marketing for research company
  • How do clients choose suppliers? [he shows a hurried tiny bar chart and laughs 🙂 ]
  • Stated importance on GRIT says that relationships matter first, price is last
  • Radio landscape map analysis chart – clustered different criteria for selecting suppliers, quality, experience, consultative skills
  • For small budgets, price is important. But as you move to higher budget its more about quality and consultativeness
  • Top 5 sources – seminars or conferences, industry websites, face to face events, webinars
  • Clients don’t want to be sold to the second you meet them, get to know them first
  • Find out what the company does first before you meet them 
  • Clients say – I want my research to change the decisions of my marketing executives
  • Help your clients promote, distribute and present your research internally
  • Develop templates, resources, processes for them, help them jointly deliver the results to other teams
  • Good marketers have a plan, good marketers go easy on the sell, the second you start a. sales pitch on your webinar people drop out, good marketers have leaders who provide resources and staff, good marketers go where their clients are, not necessarily market research conferences, good marketers experiment
  • Provide value and use it as a lead generation tool,
  • Messaging should focus on a specific person, use real words, eliminate needless words, think about what you want people to do
  • Tuesdays and Fridays at 9am work the best for them, figure out what times work best for your clients
  • Use words like you, you’re, your, create a sense of urgency with words like last chance, or hint to a gift or something free
  • Effective webinars are hot buttons or broadly interesting to many people
  • Teach people something don’t sell, unless the webinar is advertised as a product demo or similar
  • Be unique, or uniquely good
  • Market the market research industry , don’t focus on the features of your company but rather on the benefits
  • Yes or No how


Panel: how to talk to me – what clients really think of your marketing by Matt Marcus, Ayesha Powell, Michael Wechselberger, Erin Attere, and Stacey Symonds

  • They get vendor recommendations from colleagues internally, check greenbook or quirks, or see who did a good piece of research, conference talks are a good place to find new ideas, watching webinars because there is not travel, vendors can recommend someone they trust maybe the person they lean on when they cant take a job
  • Partner is someone they go back to again and again, give a five year contract without thinking twice, they will keep a spot open while waiting for a partner; a one time project is a vendor
  • How does a vendor get to partner status, requires trust, lots of responsibility, by the tie vetting is completely done its almost like they are partners by then
  • Like webinars with case studies, with companies they know and recognize, don’t really look for blogs and not fishing for content
  • Emails without a hard sell are more compelling, want to hear about competitors
  • Know what youre really good at, be aware of the clients business problems or ask them outright and describe your options for responding to it
  • Bring a methodologist with you to a capabilities present, take the phone away because the client is more important than your phone

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