I was the Director of Marketing for a biotech startup going into our second year when the company president remarked happily that he was finally “getting traction” with certain members the investment community who 12 months prior wouldn’t take his call – but he didn’t know why since “we had no major breakthrough to report”. I told him something was very different from a year before – we were still here, we had paying customers. We were not just a “promising technology”.
A huge component of any marketing program is simply staying power. Consider, since the first consideration in a buying decision is risk reduction. Familiarity is one of your greatest allies. The “Oh, I’ve seen you guys before” factor is invaluable and that simply doesn’t happen overnight.
It’s not a sprint – it’s a marathon.
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