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Corey Thomas: Thanks for watching BCM. Today’s topic is how to generate more qualified leads in the buyer centric world. We’re joined by Michael Wentworth, Chief Strategist for the ROM Group. Thank you for joining us today Michael, the first question is what is buyer centric marketing.
Michael Wentworth: Well, today the buyers are in control of the sales process and really the internet made that possible because in the old days, the salesperson was very important to the sales process.
If a buyer needed information, if the buyer wanted to know anything about the product, the only source of information really available was the salesperson. And today that’s not true. Today, the buyer gets most of their information out off the internet and so really what buyers centric is, is being able to see the sales process from the buyers point of view and that means giving them what they want, when they want it, and where they want it.
Corey Thomas: Now, why focus only on qualified leads?
Michael Wentworth: David Ogilvy is considered to be the Father of Modern Advertising, yet here’s the first sentence in his book Ogilvy on Advertising which is published in 1983. “I don’t regard advertising as an entertainment or an art form, but as a medium of information. When I write an advertisement I don’t want you to tell me that you find it creative. I want you to find it so interesting that you buy the product.”
The point is marketing and advertising’s job is not to create visibility or image. It is to drive sales. Visibility and image can help but all marketing and advertising must be measured and held accountable to sales, so the primary metric is measuring lead qualification.
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