Marketing leaders have an array of methods and techniques available to them, just as all marketers do. What makes them leaders is their ability to make a customer notice and purchase a particular product or service, especially when there are other purveyors of a similar offering.
Here are five great things all marketing leaders do that put their companies at the front of the crowd.
1. Understand the Market and Customer Needs
A marketing leader knows that solutions are not developed in a vacuum. They’re developed in response to an identified need. Marketers who try to find a problem to fit their solution don’t understand the market they’re in, and they certainly don’t understand the customer’s needs.
Customers need solutions for problems they have only vaguely identified. A leader helps the customer clearly define the problem to clarify the real need.
2. Create Differentiation
Marketing leaders lead; they don;t follow. They figure out what their offering has that is unique and how it adds value to a particular customer segment. As standing out amongst the crowd becomes more difficult, the leader knows that it’s not enough for your product to be different; the difference must make sense and be valuable to the customer.
The leader also knows that differentiation is not created by features but by true benefits to the customer’s business and bottom line.
3. Design and Develop Products to Meet Needs
Because these leaders help customers clearly define a need, they’re in the best position to be able to design and develop a product to meet that need. They don’t build it in hopes others will come, they find out what’s needed and then create the solution.
The customer receives a solution tailored to the problem.
4. Identify Target Segments Where They Can Create the Most Value
Marketing leaders don’t waste their time and resources trying to meet every unique need with the same blanket solution. There’s no value in selling a solution that sort of fits. Value is created when a solution is the best fit.
It’s more profitable to concentrate on customer segments whose needs are most closely met with your solution. Use your time and resources in attracting and converting customers with whom you have the best chance of closing the sale.
5. Arm Sales with Tools and Information to Sell the Value Proposition
Marketing leaders support sales success by using tools such as assessment tools and value calculators that acquire and analyze data to provide sales with a head-start once customer contact is initiated.
Marketing leaders continue to support sales by providing reps with more tools (e.g., an ROI tool) used to acquire more data and present a convincing business case that, in turn, the customer can use to gain the approval of each group of stakeholders.
From start to finish, marketing leaders use tools to listen and analyze the customer and the market, learning what customers need before anyone else.
They then set about building the right solutions and educating the customer about them. They continue to partner with the customer to build a business case that uses the right language to show the value their unique solution brings to the table.