Listen to Your Computer Screen

Demand Creation ‌• July 17, 2012

Don’t worry, this is not a post about hardware diagnostics (my fix-it strategy: Force Quit, Restart, Pray.), but rather about data assessment.

It took me a long time to learn  that assessing (truly analyzing, not giving a cursory glance) campaign data is required, not optional. Seems obvious, right? I agree. However, I am continually amazed when I hear fellow marketeers justify poor campaign results as being the prospect’s fault: the prospect didn’t understand the collateral she downloaded, the prospect would have understood the message if she’d been in the right role, the prospect didn’t realize she needed product X instead of product Y, etc.

As marketers, we have to accept that our job is getting the right message to the right person at the right time. Not every campaign or piece of collateral will be a winner, of course, but honestly assessing campaign data and responding to what it tells you is the only way to find and leverage the winners. Your dead-end prospect isn’t going to drop you an email to say that the message she read didn’t quite trip her trigger (oh if only!), but your data will.

If you look at results and only see excuses as to why a certain tactic didn’t work, you’ll never improve your campaigns or your marketing acumen. Listen to your computer screen and do what it tells you.

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