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Old-fashioned direct effective


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That targeted approach paid off. Twenty-two percent of customers and prospects asked for an appointment of some type. Many could not commit to the half-day face-to-face meeting Symantec proposed but were willing to spare an hour by phone or in person. Symantec used that time with those customers and prospects presenting ideas to discover ways it could help its customers with compliance, including best practices and results from its study that would resonate with a particular customer. Grimes' team helped create scripts and presentations for the salespeople to deliver to those customers. Like many b-to-b marketers, Symantec has a nine-to-12-month sales cycle, so while the company is still working with many respondents, it has begun to see some sales. Grimes said she traces the program's success in part to setting specific goals. “Historically, a lot of energy went into the piece itself: seminar, webinar, direct mail, rather than the results needed,” she said. “It was results-based thinking, not activity-based thinking. When you have that mind-set, you line things up different.” M
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