Stop making Com…

… engage in conversations with your prospects.

During the Client Nomination Club on April 27th, SunTseu expressed its vision of marketing alongside Guilhem Berholet (CEO & Co-founder of INVOX) and François Laurent (Co-President of ADETEM).

We have to admit that most large companies spend a lot of energy in a self-centered discourse. They certainly have good reasons to do so: to motivate employees, attract investors, reassure institutions… and perhaps also to flatter the ego of their managers. But let’s be honest, this “corporate blah blah blah”

n’intéresse que très moyennement les clients et prospects

We have known for a long time that communication must be customer-focused, i.e. emphasize the benefits that the customer can expect by purchasing products and services. But in the digital age, this marketing foundation has become more essential than ever: to be seen on the Web, companies must capitalize on their understanding of their target’s problems, and therefore their ability to provide effective solutions. And to start a conversation, they must continue to produce relevant content, i.e., tailored to what really interests the customer.

Marketing automation tools such as Marketo, thanks to lead scoring, can predict where the customer is between the discovery phase and the one where he is close to buying. This score is based on the customer’s characteristics and behavior observed on the Web pages. By adapting the messages, tone and frequency of communications to the lead scoring, the company can more reliably guide the prospect along the path to becoming a customer.

In this new context, we can no longer afford to communicate by chance. Every message has a specific function and must be designed for a specific target. Thus, prospects looking for a solution to their problem should not be touched by a corporate communication intended for investors!