Deliver more with client-driven marketing
Most thought leadership campaigns and content marketing prioritise awareness by design, with no plan on how to engage audiences in new business conversations. On average, only 3% of qualified leads actually convert.
To improve the commercial performance of marketing, prioritise client value. Build campaigns on a core value proposition that uncovers new ways for your clients to achieve their goals. Through deep client understanding, you can be their partner in success.
Client-driven campaigns support growth by:
Generating demand: “I need this.”
Inspiring action: “I need this now.”
Differentiating with competitors: “I need to this from you.”
Get started by answering these three questions at the start of campaign planning:
What high-level goals are your clients or prospects looking to achieve? These need to be business critical and high up their strategic agenda in order to demand action.
What have they overlooked in the pursuit of these goals? What could they start doing, stop doing or do differently that would make them more successful in achieving their most important goals? What evidence do you need to build a call to action?
How are you uniquely placed to help? To create new opportunities only you can win, get clear on the distinct capabilities or combination of capabilities your team has. Why are you uniquely placed to help realise client goals bigger, better or faster than competitors?