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August 4, 2010 / jasonpinto

Blood Meridian and Drip Marketing

I know that Cormac McCarthy is one of the best authors alive. I’ve read a few of his books and I’ve been enthralled. I’ve seen movies that were adapted from his books and realized that mere mortals are helpless in trying to create visuals on the big screen of what Cormac does with words.

But despite all of that, I had started and bailed on reading his book Blood Meridian at least 10 times. Yes, I tried… but for some reason, I always gave up after the first few pages.

That all changed recently. While on a train coming home from New Jersey, I gave the book one more try. I’ve hardly been able to put the book down since then. By the time I finish, it may be my favorite McCarthy work.

Well —- how the heck does that help your business?

Let’s say that you are a printer that is trying to increase sales by offering additional marketing services to your clients. How will you get the word out? Perhaps you may spend a bit of money redesigning your website — new content, images, and more. This may help to bring in a few new leads. Exciting, right?

Well, you may even get to the point where you can demonstrate your new services to a few of those inquires. But then, all you hear is the sound of crickets. Perhaps you saw excitement on the face of your prospect during the demo, but that has not led them to pursue actually opening up their wallet.

What can you do at that point?

Well, we could assume that they no longer want any part of what we have to offer (they hate the book!). But in many cases, that’s just not true.  It may just be that they need a bit more time… or a bit more info…. or they need circumstances to be exactly right for them to take the next step.

One of the best ways to move an inquiry through that time-period is a via a drip marketing program. On a weekly basis (or perhaps more or less frequent, depending on your sales cycle), you reach out to a prospect in some fashion. It might be a phone call. It could be a letter in the mail. Perhaps it is an email that includes a link to an article that touches on a marketing-related topic.

This will accomplish a couple of things for you:

  • It keeps you fresh in their mind
  • It helps people realize you truly would be a partner (someone who shares helpful information, as opposed to just a vendor).

Sure, you may receive a phone call where someone requests that you stop sending them information! If so, that’s good… It will help you to keep your pipeline populated with quality prospects.

But for the most part, people are not going to turn away from a helpful hand.

Perhaps, when the time is right for them to pull out their wallet, they will think of a certain company that provides helpful information. They may also remember that same company has excited them in the past with news about great services they can offer.

At that point, you may byecome the “best book ever”.

Photo Credit: http://commons.wikimedia.org/wiki/File:Drip_of_water.jpg

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2 Comments

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  1. David Dodd / Aug 6 2010 8:54 am

    Jason,

    Excellent post! Drip marketing is the core component of a lead nurturing program, and effective lead nurturing is now a critical part of marketing for most B2B companies. The reason is simple. The Internet has put a vast amount of information at the fingertips of business buyers, and they now believe they can obtain whatever information they want or need, whenever they want or need it. Therefore, more than ever before, buyers control the buying process. They are conducting research independently, and they are delaying conversations with salespeople until late in the buying process.

    They key to creating engagement with these empowered buyers is to offer marketing content that speaks to the issues and challenges they buyers are facing. So, not all “drips” are created equal. Product-focused, self-promotional content isn’t nearly as effective as it once was. The most effective content offers are those that are matched to the buyer’s role in the prospect organization and to where the buyer is in the buying process.

    • jasonpinto / Aug 6 2010 9:52 am

      David,
      Thank you for very much your comment. I greatly appreciate it.
      I loved this point in your post: “The most effective content offers are those that are matched to the buyer’s role in the prospect organization”. That is very valuable advice, indeed!

      Thanks again,
      Jason

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