Fictional literature has introduced us to a myriad of crime solvers, each with their own distinct process and personality.
Sam Spade in the Maltese Falcon was the classic tough guy. Agatha Christie’s Miss Jane Marple was a student of human nature. And Sherlock Holmes – the most famous of all sleuths – relied on logical reasoning.
The job of the modern marketer requires detective work. That’s because at nearly every stage of the buyer’s journey most of our prospects choose to remain elusive.
They study best practices. They read case studies. They follow our subject matter experts. Yet, it is all on their terms. There is no putting their name on a form. They rarely respond to Email or phone inquiries.
Like Spade, Marple and Holmes, today’s marketer has to follow clues. We need to observe, study and process. We have to piece together scraps of information to identify a legitimate prospect and draw informed opinions about their needs. It is what is commonly called connecting engagement to demand.
Analytics is at the core of this sleuthing, which is why you will want to review these focus reports recently published by Strategic Communications Group (Strategic):
Federal Focus Report: technical-based products and services drawing interest from government agencies for the upcoming buying season. Learn more and download here.
Healthcare Focus Report: technologies on the radar of buyers at hospitals, health systems, physician groups, pharmaceuticals and government agencies that provide patient care. Learn more and download here.
B2B Marketing and Sales Focus Report: CRM, Web, social and other automation platforms prioritized by marketers and sales professionals. Learn more and download here.