Aug 02

The Lucro Marketing Channel

Healthcare Vendors Sales Best Practices Marketing Technology Sales Process healthcare innovation Lucro vendor community Marketing Channels Marketing funnel

Let's start at the beginning: What is marketing and how does marketing work?

Marketing is a familiar concept to most of us. Yet surprisingly, most people can’t define it. So what does it mean?

As a career marketer, people usually assume my days are a blend of putting ads in magazines, making logos, tweeting all day, making things ‘look pretty,’ or inside sales. But it’s much bigger than any of those.

(Good) Marketing means that the outside world knows about your products and your company and wants to buy from you or your business. I want to break that down into two distinct components of marketing:

  • People know about you
  • People want to buy what you sell
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Jun 22

The Sales Knowledge Journey

Sales Customer Experience Sales Process Knowledge Journey Customers Marketing funnel

Imagine a future client. They are the most successful and satisfied customer in your company’s history. Now, rewind all the way back to your first conversation, when they knew nothing about your product. Press play and pay attention to how and when your prospect learns about the value of your offering.

How did they learn about you? What did you share to help them make their first step? At what point did they speak with an existing client or ask about price? What greased the wheels to have your contract signed? Most importantly, what did they learn in the sales process that guaranteed success as a customer?

Documenting how your prospect acquires knowledge in your sales cycle improves sales conversions, forecasting, and customer success. Yet, it is among the most overlooked elements of a repeatable sales strategy.

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