“It was less of a direct mail piece, and more of a gift. And ever since then, I’ve been thinking about who I can refer to her. “ Talk about feeling affirmed!
However – as a marketer I didn’t KNOW that it had a lasting impact on the recipient until he told me – over a year later. There was no hard fast metric that indicated I had won mindshare and that while the reward would be deferred, there would be a reward.
And therein lays the problem with B2B marketing. It takes time. And because it takes time, it takes patience and trust from the person footing the bill. And it takes some faith that what you are doing is worthwhile…and it may not come to fruition in this fiscal year.
My heart goes out to my colleagues who work in publicly traded companies who are constantly under the gun to show results in this quarter or in this month – the demand completely ignores the buyer who controls the journey and whose timetable is more important than ours.
But if you are disciplined and have a regimen of marketing year in year out, month in month out, these types of deferred rewards begin to appear on a regular basis. If you continue your marketing and dedicate your messaging to your ideal customer, you’ll win.