“The content must be focused and delivered through the right channel at the right time. We have to be more concerned about how customers will receive the information.”
“In the future, field marketers need to more fully understand what digital technologies are capable of and what can be done with them.”
Typically, the approach focused on building long-term relationships and developing business-to-business opportunities, with in-person events and trade shows at the core of our work. We spent about 20 percent of our time working with sales, 30 percent on personal events, and 50 percent on big trade shows. Digital marketing was just a tool to guide customers and prospects toward an in-person event.
Using little moments, such as breakfasts, dinners, and workshops, with prospects was important and helped us build toward bigger conversations and, ultimately, conversion. The big events were the peak of the communication. Then, we used digital marketing to continue communication after those in-person events, the goal being one-to-one communication, where we could talk more specifically about solutions and costs. One-on-one relationships were critical to closing the deal.