Strategic Marketing Matrix

Do You Have a Strategic Marketing Matrix to Convert Leads into Active Prospects?

Successful marketing is all about developing and deploying a Strategic Marketing Matrix that integrates multiple tactics to collect, capture and convert leads into active prospects that you can drive through your sales process.    An essential element of an effective Marketing Matrix targets multiple senses to maximize the impact and response to your marketing efforts.

Integrating Passive and Active Marketing Tactics

Leveraging what we have learned from studies done by people like Edgar Dale and his “Cone of Learning” we see that when we use specific types of communication and marketing tools that rely on a single sense, we can expect our target prospect to retain only 10% -30% of what we share, depending on how we present it (Read, Hear, See).

It is only when we leverage multiple sensory tactics that we see a dramatic increase in what is retained by our target. Even more important is that the more active the marketing tactics are, the more our target will remember and become interactive. It is that interaction that drives them to take action so we can turn a target or lead into an active prospect.

Our level of interactivity with our target impacts their recognition and response to our tactics. Some common examples are:

Read – We remember 10% of what we read!

• Print Advertising content (newspaper or magazine)
• Static web page or post
• Brochure
• White Paper
• Newsletter
• Email – No CTA
• Press Release

Hear – We remember 20% of what we hear!

• Radio Advertising
• Online audio
• Voicemail

See – We remember 30% of what we see!

• Picture or Image
• Video

Hear and See – We remember 50% of what we hear and see!

• TV Advertising
• Video – YouTube
• Watching a presentation / demonstration

Say – We remember 70% of what we say!

• Answering a question
• Participating in a discussion
• Pass along information

Interact – We remember 90% when we interact!

• Phone conversation
• Interactive Briefing / Meeting
• Interactive website / social media marketing

As you can see much of the traditional marketing tactics we utilize and count on to get our message out to our targets, focus on single passive tactics that have limited potential on their own.

Developing and effective marketing matrix requires implementing a multi-sensory strategy that leverages a common core message and call to action. Our goal is to leverage different tactics to drive our target towards an interactive marketing medium that will engage them in a call to action.