What I value most is the focus on commercially relevant acquisition rather than simply generating audience volume. In capital markets, reaching thousands of people isn't particularly useful if they aren't credible prospects or don't have a realistic need for our services. Vicious Marketing helps us think more carefully about target audiences, messaging, qualification, acquisition cost, and potential client value. From a CEO perspective, this gives me a clearer understanding of why we're spending marketing budget and what business outcome we're expecting from it. Review collected by and hosted on G2.com.
The main challenge is that a rigorous performance approach requires greater internal discipline. We need clear definitions of our ideal clients, qualification criteria, commercial objectives, and reliable data. Capital-markets prospects can also have lengthy consideration processes, so immediate results aren't always realistic. The methodology works best when expectations are aligned with the buying cycle and the company is prepared to support the process with accurate information and consistent follow through. Review collected by and hosted on G2.com.