Try to imagine an unusual marketing competition, a challenge between Italian marketing managers and American gurus. Something like “National Italian marketer” versus “National American marketing gurus”.
Both groups are assigned the same product or service, to be promoted in ITALY.
And they are assigned a marketing budget, obviously tailored to the Italian company.
Both teams start from scratch:
– no customers acquired;
– no existing website;
– no list of prospects;
– no knowledge of the market and the product.
In short, just as if they were two competing startups who, on the same day, open the shutter for the first time.
The team that manages to produce the most leads by a certain date wins, being strictly within that budget (by lead I mean qualified business opportunities, to be passed on to salesmen).
I love, study and invest every month in training programs, coaching, and “mastermind” circles with several American gurus. So, I’m not an anti-Americanist, not at all. But when I see these gentlemen magnifying some of their results, and then I think of the Italian economic fabric, the tools available, as well as the mindset of our average Sciùr Imprenditùr, I couldn’t help but laugh.
Ahahaha, I’d really want to see my American gurus:
- get here in Italy a target list, i.e. a list of potential companies for that product;
- a list that is obviously not only accurate and up to date, but also very substantial, i.e. consisting of not just four companies, but a few tens of thousands of companies;
- to ensure that it’s profiled decently with name, surname, role of the contact person, telephone number, email address (not info@), postal address, etc…;
- to obtain here in Italy decent volumes of Internet traffic, whether organic or for a fee;
- to create here in Italy in a short time a community of a few tens of thousands of followers on social media;
- to find here in Italy some digital media on which to advertise (if the budget allows it…);
- to launch the product via the web, with 200 affiliate partners that bring several million visitors to your site in a few days;
- to find here in Italy specialized but low-cost personnel, to do tasks that require precision and take away a lot of time. Like finding on the web a “virtual assistant” in the Philippines who understands, reads, speaks and writes in Italian (let me laugh);
- to find here in Italy an expert in content strategy to acquire customers;
- to find here in Italy whoever knows how to start a CRM in 5 days, without having to write code on an open source platform for 5 months, and then fix it for the next 5 years;
- or to find here in Italy at least someone who knows that “autoresponder” doesn’t just mean “I’m absent until Tuesday 22nd and I can’t answer”.
- to find here in Italy a copywriter who knows how to write a real sales letter to attract new potential customers;
- to find here in Italy telemarketing specialists who think before acting, and who do not play a machine script as if it were a message from an answering machine;
- to find here in Italy some PayPerClick experts who are not only geek technicians in love with “tracking queues”, but who understand that the business message comes before any technicality;
- to find here in Italy a specialist who knows how to quickly create dozens of landing pages to attract qualified leads, without the need to invent from scratch each time html pages and registration forms;
- or who knows how to implement an online and offline funnel that turns an anonymous visitor into a customer step by step (“Funnel, what was it?).
And finally, I repeat, I really want to see how our American marketers would manage in balancing all these needs with a budget tailored to the Italian company …
We can bet on who will win the race.
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