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The Power Of Anecdote And Agenda: Researching Your Prospects' Buying Patterns

By Barbara Bix and Melissa Josephson Edwards

As marketing directors, we want to invest money in marketing projects that demonstrate a return on investment and that will make a difference in the bottom line. How can you develop a great marketing campaign that will deliver results?

By conducting market research to:

1. identify the best market segment(s),
2. pinpoint the most promising prospects, and
3. understand clients’ needs and wants.

Armed with this information, only then can marketers implement an effective marketing campaign based on sound data that will deliver the best prospects to the sales team.

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