The Maastary blog post of November 1, 5 3.0 Marketing Plan Implications for 2013, examined some of the budget changes worth considering based on the latest buyer behavior trends. This post continues to explore 2013 budget challenges but now focuses on the impact that big data and sophisticated analytics had on the electoral campaign results.
Whether you wanted Obama to win or not, there are lessons to be learned from his campaign. Although the campaign essentially represents a G2C campaign there are a lot of insights that can be gained for B2B marketers. Let’s take a look behind the obvious (e.g. social media works!) and examine the impact that President Obama’s success will have on the way leading companies may go to market in 2013. Here are five key lessons:
Get to love segmentation. When you’re running an election campaign you clearly need more than two personas to deal with a population of over 300 million prospects! And while your messaging to each persona may be similar, the value that different sub-segments recognize can be totally different. To paraphrase Einstein, “everything is relative”. One segment may be concerned about the economy and will be comparing candidates’ economic plans while another group may be more concerned with, say, women’s rights and will be comparing the candidates’ past actions in that respect.
In business the same thing happens. Focusing your message too heavily on the needs of one or two personas may alienate others. Certainly each function will compare your solution to other solutions they already use or would consider. The marketer will compare you to other marketing solutions, the finance director to tools that cater to finance needs. In this way the competition you face in trying to get the attention of your prospect will differ by segment. Only by segmenting more thoroughly and considering the needs of each affected sub-segment can you be sure your message will resonate broadly to all members of the buying committee.
What marketing lessons did you glean from the electoral campaigns?
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