For years, marketing professionals have been improving their techniques based on a purchasing pattern that was in force until then. It takes years and years of experience until they come to the conclusion that the efforts they were making are no longer generating as many results.
To put this into context, it is worth noting that the purchasing pattern has changed drastically: 90% of purchasing processes begin with internet research ( Marketo ) and 60% of the purchasing decision process is carried out without any commercial contact ( Corporate Executive Board ). Therefore, change is inevitable.
But how do you convince a marketing professional with a taiwan telephone number and successful career that now it is necessary to do things differently? Through data and unquestionable evidence, the client rationally understands all of this, fully agrees, and really wants to do it, but in everyday life, old habits and practices come to the fore . When the client doesn't make time, demands agility, a schedule, and quick results, it is necessary to return to the core of the Inbound Marketing strategy, and this is the most delicate point in the relationship.
Unfortunately, some clients are not yet prepared for this strategy. And it is necessary to know how to recognize this fact. Others need to be educated and the partnership must be built step by step. The path is long, but lasting and with a cumulative effect that brings many advantages.
For an inbound project to be successful, the client and the team need to be one. It may seem like a mere cliché, but we are talking about the heart of the company and the purpose of its existence: to sell . You can't simply delegate and expect magic to happen. It requires work, commitment, availability, and co-responsibility. After all, isn't it the owner's eye that fattens the cattle?
We have selected the five main challenges in managing an Inbound Marketing project to help you with this challenge:
1. Make sure the client understands the methodology and everything it implies
Inbound is a complex methodology that generates consistent results in the medium and long term . The client needs to be aware of the entire process and follow the same path.
2. Do not lose heart in the process of evangelization
There is a very strong tendency for clients to want to use marketing practices that do not apply to the inbound strategy. At this point, it is necessary to stop and explain the objectives and procedures again . Educate, educate and educate.
3. Control the client's anxiety
Even though the client is aware of the entire process, it is not uncommon for them to want to speed up the launch or demand results in just one month . Controlling anxiety is perhaps the most difficult challenge in this process.