I’m a fan of Jocelyne Attal as mentioned in previous entries to this blog. She gave a presentation recently at the ANA Marketing Maestro’s event. This is what she had to say about competing on a small budget (relative to larger competitors):
So, how does Avaya compete with a relative small budget?
Do the basics very well
- Know your audience better than thee competition
- Focus on brand awareness, demand generation, sales enablement
- Metrics, metrics and more metrics (measure based upon business)
- Integrated marketing (unified communications)
Out think the competition with “intelligent marketing principles”
- Go where the competition isn’t (brand in unique places and in context)
- Be where your customer is (Initiate event marketing)
- Leverage technology (host Webinars featuring case studies and white papers)
You can read the complete summary of Jocelyne’s presentation here.
Download vSente’s Free Campaign Planner to learn more about how we help marketing managers battle larger competition.