Many organizations do not need new leads right now. They need to unblock the jam. Get the crap out and manage the leads you already have through a multi-channel set of well orchestrated cadences that move the prospect from unaware to aware to engaged to qualified to closed. Don't give up after one pass or one micro-cadence. "Begin with the end in mind" and create a smooth running operation with velocity, discipline and scale as you methodically work through your entire TAM over time. No trees were harmed in the making of this post. [caption id="attachment_377" align="aligncenter" width="300"] Poor planning and/or bad execution causes this.[/caption]
Implementing a sound event promotion plan is key. This should include a variety of marketing mediums such as tele-marketing, email, social, paid, direct mail, and radio. Think through and plan your cadence strategy so you will have an opportunity to touch your audience at the right time and place with highly relevant content. Your target audience is most likely coming to your event to learn something. Make this the key driver for your messaging strategy. Don’t just advertise your event; let each touch point in your event promotional strategy be a learning experience within itself. Even if your prospects don’t commit to your upcoming event they will be far more receptive to future invitations and most importantly, more receptive to your brand.