MarketingSherpa Blog

How do you move 18 to 20 segments of customers through the learning process of a complex sale? Mitch Zlotnik, President, and Seth Pauley, Vice President, both of Audimute Acoustic Panels, used marketing automation to educate customers with content on a large buying decision.

To learn the process they used to find the right marketing automation solution and agency to help create this low-touch ecommerce operation, I interviewed Mitch and Seth.

“We’ve been rapidly growing for the last eight years. We’ve found a good partner selection helps you grow your business. A poor selection extracts resources from your business, creates problems that hinder growth,” Seth said.

Mitch and Seth discussed their “Five Q” Technology or Agency Selection Process:

• Qualified (at 3:39 and 7:40 in the video interview)
• Quantified (at 5:52)
• Quick (at 5:05)
• Quill (at 8:30)
• Quality (at 8:39)

“One of the best questions you can ask a vendor is: ‘Who is your ideal customer?’” Seth said.

“They’ll tell you: ‘Everyone. I can certainly meet your needs.’ Right? Everyone tells you that,” he said.

“So press a little farther, ‘OK, who’s successful? Who’s successful?’ Let me disqualify myself from you so you save my time and save your time right away if we can. What do I need to know, what do you need to know about me and we can see if I fit your profile,” Seth advised.

You can follow Daniel Burstein, Director of Editorial Content, MECLABS Institute on Twitter at @DanielBurstein.

You might also like

Marketing Technology: 4 essential steps when choosing an email service provider

Vendor Selection: Test leads to $500,000 in revenue and 20% lead gen connect rate

Marketing Automation: 200% increase in lead volume

Value Proposition: The key to improving agency and vendor performance

Categories: Business Technology Marketing Tags: complex sale, content marketing, marketing automation