In order to deliver opportunities that are not only sales ready, but which are significantly more likely to create revenue, a demand generation campaign needs to convince the prospect we are going to create value or challenge them to think about the problem differently.
Route to Market campaign messaging will:
Demonstrate significant market knowledge to the prospect and our client’s view of how it is evolving
Should tell the customer what we understand their business challenges or pains are based on that insight rather than making them tell us
Be consultative in nature and designed to get to the heart of the business issues, and critically the personal goals of the prospect
Feel like a peer to peer level discussion that presents a different viewpoint to a common problem
Not pressure the prospect into meeting or any other type of engagement
Reflect the relationship progression wishes of the prospect
Help develop trust and a working relationship with the prospect from the outset. This is central to the Route to Market approach
