Marketing for Attention & Mindshare

As a marketer, your challenge is to gain the attention and mindshare of your leads and prospects, a task that many are finding more difficult in today’s information-saturated reality. But it doesn’t have to be hard at all. If you motivate your leads based on an understanding of their Catch Factors—even amidst an email storm—your communication gets their attention.

This same principle applies to every communication between you and your prospect, whether through email, web search returns or clicks to your website pages. Initial impressions are the gateway between you and your prospects—and Catch Factors will get you through.

Often, B2B marketers forget that they’re marketing to real people. Catch Factors keep you from falling into the trap of evaluating your messaging and planning strategies based only on strict, quantitatively defined roles. To command attention, you can’t forget that the Director of IT, the VP of Sales and the line of business manager are all human beings who respond based on individualized perceptions and needs.

This website is presented as a resource for marketers who are utilizing microsites, working to improve the quality of their lead generation and employing lead nurturing strategies to create more quality opportunities for their sales force. It all comes down to the marketing story you're telling — and how you're telliing it.