Brand Asset Manager
Create your marketing center and build a library of pre-designed, pre-tested, and pre-approved marketing collateral, email, social, and direct mail campaign templates featuring your brand’s styling, campaign-specific artwork, co-branding, and define the variable content fields. With artwork editing and PDF previews, stakeholders in every department can review their relevant parts to ensure that every communication is tuned to maximize results while upholding your brand’s precise styling specifications.
The broader a marketing department’s cache of brand assets, the more likely it is to have materials that speak to the needs of a particular sales vertical and in their preferred channel of communication. Just like you wouldn’t use a screwdriver to drive a nail into a wall, you wouldn’t send an introductory pamphlet about your company’s history to your longest-standing customers.
But consider how inefficient it is to operate a marketing campaign that is completely unique to each of your customers. The sheer number of moving parts involving in any marketing effort—the type of collateral, the content contained within each piece, the timeframe for when the collateral will be most relevant, who the campaign is intending to target—leave them exposed to the possibility of mistakes being made.
Your business will be evaluated, even judged, based on the marketing collateral you send to prospects and customers, so it has to be accurate.
AdSoft Direct puts the power to manage local marketing campaigns into the hands of the local sales teams to make stronger connections. Our software automates the customization aspects of collateral management, freeing you to focus on complete oversight over all of your outreach efforts, instead of directing all your resources toward adjusting each individual campaign.
Marketing to transactional vs. consultative customers
In the world of sales, customers are perceived as falling into one of two camps—transactional and consultative. A salesperson must refine his or her pitch depending on the qualities exhibited by a prospect—from how astutely they’re aware of their needs to how they perceive possible solutions.
If they’re asking primarily about prices and how your solution addresses one of their problems, then your prospect is in the transactional category. A more customized approach is required when working with consultative customers. These are customers who need more hand-holding along the way. They may not be able to articulate what solution they want, but they have a clear understanding of a problem that needs to be the solved.
The key difference between the two is selling customers what they ask for vs. what they need.
So how does this impact marketing campaigns and the management of collateral?
Your marketing collateral needs to be designed with these different customers in mind. The message and tone of the content, as well as the design and layout, all need to be in sync and on brand.
A transactional customer will want to get right to brass tacks—they want a marketing pamphlet, email or social media posting to compare your company’s solution with your competitor’s, and they want to know the costs. When marketing to consultative customers, you may need to develop more of a nuanced narrative about your solution. You’ve have to contextualize your solution within the industry your prospect is operating in, and you’ll need to educate them.