If you’re a Head of Marketing at your firm you might like to benchmark your own findings with these. Here’s an excerpt from the new White Paper we’re publishing later this week.
We were considering the common ‘hit-rate’ of meetings with your presumed influencers. For every ten meetings what would be your expected outcome? How many would you expect to yield positive feelings at the end of the meeting. Or after one month? What failure rate would you deem acceptable? (Failure measured as “in hindsight, the meeting had no tangible benefit to us.” Two out of ten? Four out of ten? Six?
In Dec & Jan we issued short questionnaires by email to a number of U.S.-based marketing managers in both B2B and B2C organisations. All were considered senior enough to be meeting with potential partners, media, analysts, etc. The response sample size was 157.
We asked: “What categories of typical market influencer have you had (or have you set up) 1-to-1 meetings with in the past six months?”
(Of course, these aren’t the full range of Influencers, just those that ranked highest in the responses.)
Almost one-third had met at least one traditional journalist in the past six months. One-sixth had met an industry analyst.
Less than 2% had met an academic, standards body or industry regulator!
‘WP#17: Commissioning an Influencer Program: What is the Cost of Inaction?’ will be available from 24th Feb’14.