Identify the Jobs to be Done
The first step to buying a brand-to-local marketing platform is to identify your company’s local marketing problems and the challenges your reseller network faces. Feedback and guidance from the key stakeholders and decision makers will provide a roadmap of concerns and priorities. Researching brand-to-local marketing solutions at the beginning of the buying process helps buyers weed out marketing technology providers that can’t meet their needs and avoid costly mistakes.
Know your budget and your end-users: Ask stakeholders about budget requirements and other essential needs: Are you looking for marketing technology providers that serve companies whose end-users are consumers (B2B2C), or other businesses (B2B2B), or both? Advertising to businesses is very different from advertising to consumers. It can take 6x the amount of money to target a consumer; therefore, the tactics and spend deployed is fundamentally different.
Finding a leading brand-to-local marketing platform: Look for third-party validation from independent research firms that monitor and evaluate local marketing automation solutions. This will help you begin compiling a list of leading brand-to-local marketing platforms.
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