According to the Harvard Business Review, the idea of one-to-one marketing is simple; it means being willing and able to change your behavior toward an individual customer, based on what the customer tells you and what else you know about the customer.
One-to-one marketing is a lot more than including a person’s name in an email because one-to-one marketing it’s based on an action. A consumer’s action would trigger a specific email to be sent based on what they did or did not do on the website. It’s a strategy that rules on relationship building and tailored messaging. Continue reading “The Journey To Reach A Single Customer”
After digging into the sales funnel to identify marketings KPIs that are worth measuring last week we deiced to take this another step forward and think about if sales pros and PR pros could have something in common too.
When you take a high-level look at the sales funnel,
- Awareness: something seems wrong
- Consideration: what are my options to fix it
- Decision: X will fix my problem
This actually doesn’t look that different from what the PR team does,
- Awareness: identify opportunities
- Consideration: build up value
- Decision: secure placement
It’s really not all that different at all. The PR pitch is very much a sales pitch as both are in the business of using a story to build relationships and solve problems. The sales team might use a story to pitch product or services while the PR team is using their story to pitch to influencers and publications to work with.
So after thinking about PR this way, what are some qualities that make up a successful sales team that PR pros could leverage for their next media pitch? Continue reading “What Your PR Team Can Learn From Sales”