Having a hard time trying to come up with a perfect marketing campaign to penetrate a tough vertical? Or have you ever wondered why you haven’t heard from that large account you pitched over a week ago? You’re not alone. We recently had a conversation with a security company discussing new marketing strategies for 2014. During the conversation we were asked, “What can I do differently from other security companies to generate inbound leads?”
Within the security industry, the majority of dealers and integrators generate leads by word of mouth and referrals; and they market themselves in traditional ways including direct-mail campaigns, SEO, magazine ads, newspaper ads, and TV commercials. These marketing activities help create awareness and generate leads, but how do you get the attention of that difficult-to-catch prospect?