To be proactive, a marketing communications process must involve a progression of steps that range from initial awareness to a qualified lead. Using such a process does not guarantee a sale, however, few sales are closed without awareness and qualified leads.

Following is an example of a process that is especially effective in the positioning of an existing product or the launch of a new product. Since each business has different needs, the steps should be considered a guideline. An effective marketing communications process must relate directly to sales and marketing goals as well as a feasible budget.

1. Develop the marketing communications messages to stimulate interest in a brand, to show how a product can satisfy customers' needs better than competing products, and to encourage customers to try a new product.
2. Build marketplace excitement, before media advertising breaks, by announcing your news to the trade media.
3. Select a special event such as a tradeshow to position or launch your product.
4. Reinforce product value with printed sales materials, advertising in trade publications, a website and/or a newsletter.
5. Use direct mail to qualify leads accumulated from marketing communications programs used in the process.
6. Provide your sales personnel with leads from customers and prospects with a predetermined interest in your product.
7. Compare results with planned goals and take necessary actions to continue to reach new prospects and to maintain long-term buying relationships with existing customers.