In Defense of the One-Timer
I was on the phone the other day with a business colleague, and we began discussing what we're seeing in the market place. Specifically, we were discussing our interaction with companies, and how they approach the development and implementation of their marketing programs. My colleague mentioned that most of the companies with which he comes in to contact perform "One and Done" marketing. In other words, they develop a campaign, launch it, and then almost immediately look to start the next one. Most fail to create integrated campaigns that allow for lead nurturing and follow-up.
While I could not disagree with him, it did get me thinking about companies who operate in this fashion. And as I thought about it, I found myself preparing a defense for those marketing executives who are under fire for operating in "One and Done" mode. The reality is that these companies have no other way to approach marketing. Given what they have, the majority are doing the best they can.
The more I contemplated this, the more I realized that many companies are forced into "One and Done" mode because they don't have any internal process, mechanisms or technology that allow them to do anything else. How can a company develop nurture streams, follow-up mechanisms, and user led communications if they don't have the process in place to account for it? Well, they can't!
And that's why so many companies approach marketing the way they do. They're forced to. But there is good news. "One and Done" can change by assessing the current process (or lack thereof); developing a process plan that includes prospect driven communication, lead nurturing, lead routing, and measurements; and implementing the process by integrating marketing and sales roles, and applying the appropriate automation tools.
Don't get caught in the "One and Done" trap. Sure, you may be in a situation where it's all you can do given the state of your company's marketing operations. But there are steps that can be taken immediately that will allow you to move out of "One and Done" mode, and into an environment where campaigns flow, leads are nurtured and ROI increases.