We suggest you evaluate your marketing mix as part of your annual planning process and revisit the mix at least quarterly. Here are some suggestions to get that mix just right:
- Establish the number of inquiries you need at the top of the Demand Waterfall® to meet your revenue objectives.
- Determine which tactics will work for your buying audiences. It does not make sense to market to people using tactics that they are not interested in or will not respond to.
- Consider your internal capabilities to nurture leads, further qualify them, and engage your prospects.
- Don’t starve your Waterfall.
Especially #1 (and it’s much deeper than that).