When Steve Pollak describes his marketing philosophy, he uses a baseball analogy.
“You can’t hit a home run from the dugout,” says Steve who is the Director of Marketing and Design Services at Banyan Hill Technologies, a firm specializing in the Internet of Things (IoT) for a range of industries.
As a result, Steve spends a lot of time in the top and middle of the sales funnel, focusing on increasing brand awareness so that when prospects are ready to execute a project they go with Banyan instead of other companies.
In this episode of Tech Qualified, Steve, who started his career as a newspaper journalist before making his way into SEO and marketing, details how he juggles marketing priorities across brand awareness, lead generation, and customer retention.
Plus, he discusses how the lengthy customer journey — which is at least six months long — affects marketing. “You’re really getting married to the person when you sign up with Internet of Things software — this is pretty big enterprise relationship,” he says.