When you work at an organization whose buyers are not present on many digital channels, what do you typically explore to reach them?

Here's a quick laundry list of things to consider without diving into your business model and marketing plans. 1. Partnerships: Do you have partners you can work with to integrate a call-to-action? For example, in one of our small business campaigns where we were targeting small business owners we were able to partner with local banks to include our offering in their small business loan welcome package. I know integrations are tough and it requires more than marketing to champion so I would also ...Read More

Great question -- I like to rely on our product marketing team to help me understand where my audience hangs out. If it's events, I work with field marketing to identify the best places our current customers go, and make sure we have a heavy presence at those events to capture more mindshare of that audience and even our existing customers.  I also like to ask my PR team what publications (digital and print) a specific audience group is heavily influenced by. I run digital programs there knowing ...Read More

Industry event, associations and other organizations that already support your market are typically very interested in working with new brands. Insights on where your market goes to get additional industry information / current events can be found by simply sending a simple survey (with an incentive!), asking your Customer Advisory Board or by having your CSMs or AEs ask customers of various sizes. Additionally, if you buyer is not present on digital channels, you may want to build an account li ...Read More

If you find that volume is sparse in digital channels like organic and paid, here are a couple suggestions: Conferences Your prospects will always try to be leveling up. If they aren't using the world wide web for this, then they are attending their industry specific conferences. Experiment with trying a few different conferences in a calendar year just to determine if it's worthwhile to fish there. Referrals Spin up a referral program and use the network of your existing customer base to spread ...Read More