Summary
Process marketing involves researching, promoting, selling and distributing products or services. It essentially involves everything necessary to connect potential customers with a product or service. The most critical element in the process is the creation of a series of compelling messages that are consistently produced for and strategically targeted at the type of customer a firm wants to attract. Consistency ensures that a company remains at the front of consciousness in the prospective customer's mind.
The process works when there is alignment between the marketing department and the sales team. (Yes, warm calls and cold calls are both elements of process marketing.) Is the brand that the marketing department developed evident in the message being provided to prospective customers in one-on-one presentations? The brand is who a company is, its differentiators, the types of related projects it has completed successfully and the benefits it provides to customers.See the full content of this document
Extract
Commentary: The Power of Process Marketing
Over the years, the cost of making a single face-to-face sales call has soared. One reason that e-mail marketi...
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