Not only did we lose a quality human being on Friday, we lost what was undoubtedly a one-man brand.
I cannot name any other media person who single-handedly created a brand for themselves by the way they went about a multitude of tasks and responsibilities. Mr. Russert’s brand promise to all of us was: “I will always be tough, fair and describe a landscape with a common man’s view.” It takes great intellect to deliver on that promise, but he did it in a way that resonated with a wide audience.
I’m a proponent of direct marketing. In fact, I think everyone should be a direct marketer. And in this current economic cycle what better time than now to be vigilant about measuring the effectiveness of every marketing dollar?
Most companies are sitting on a gold mine. It’s their operational/transactional data. And yet most have not taken the steps necessary to leverage it to their benefit.
We recently completed a project for a customer that uncovered $110 Million in annual incremental revenue opportunity because we were able to convert their operational data into a 360 view of their customer base. By appending other data to their transactional data we developed a complete customer profile and predictive models of others who would be most likely to respond to their product offerings.
I am amazed when I find companies that do not have a formal lead reengagement process in place. Without one, money is left on the table … always. Does this sound too familiar? Don’t worry. Putting a process into action is easier than you think.
Don’t make the mistake many marketers make. Don’t allow your efforts to be undermined by SOS. Shiny Object Syndrome. You know, total focus on today’s leads and lose track of yesterday’s.
Nothing can drive up CPC like un-nurtured leads. Sure, we all want conversion and we want it now. But, not having a lead nurturing process in place is equivalent to spending all your time with the new baby and forgetting the rest of the children. You want them all to grow up, don’t you?
