For marketing automation, content is king. But what relevance is compelling content if people aren’t converting from it? Marketing automation is great if you have designed drip programmes and a customer journey for your prospects, but lack of this, and a suitable content strategy, will have you facing some challenges.
Category Archives: Marketing
Throwing money at lead generation at the top of the funnel without a plan to keep prospects engaged means that you will constantly be in a cycle of needing to acquire new business. Many businesses spend money on advertising and marketing budget such as SEO, PPC, website and social but they have no plan as to what happens from here. If that’s you, carry on reading.
If you’re in the business bracket that’s classed as “growing”, as most businesses are, you’re going to need marketing and sales platforms that scale and grow with you. As marketing consultants, we see migrations happen from ESP’s to marketing automation platforms, all the time. Businesses of course move for many reasons, but a real common thread is that businesses grow beyond the capabilities of the platform they’ve invested in.
As a digital consultancy, we are always growing, but four people in one week is definitely something to celebrate. If you’re interested in a digital marketing role in the B2B sector, get in touch today using our email@example.com email. For now, please allow me to introduce the most recent additions to our team.
Love it or hate it, marketing automation is here to stay. Think of it like this- if marketing is the car, marketing automation is the engine. It’s integral to a marketing strategy and offers a wealth of opportunity.
According to CIO UK, only 48% of companies have some kind of ad-hoc strategy for their digital marketing, which is pretty low considering the impact a good digital strategy can have on customer experience, brand perception and ultimately your bottom line.
If you’re involved with marketing today, you may have mixed feelings with your day to day role. The power of digital has opened doors to new channels and new ways of providing data, analytics and ROI metrics that have some marketers jumping for joy. However, the sheer number of channels, platforms and acronyms can be quite intimidating for many of us, no matter how advanced you consider yourself.
Today, there are more channels to market to than at any other time in history. This causes huge struggle for many CMOs, whose biggest challenge is mastering the complexities of content marketing whilst creating enough content to feed the customer journey. This level of complexity means it is hard to achieve best practice or even good practice with content marketing.
61% of customers buying decisions are influenced by customised content, but many companies still hold off from moving towards a customer centric approach, because they are so focused on money making and sales targets. There is a certain element of this in most businesses, however, the reality is that with so many options and competition in our digital age, businesses are getting smarter and so have certain expectations before they make a purchase with your company including the content they receive from your company.
As a marketer, you might be responsible for sending marketing emails, monitoring your prospects’ activity or passing leads through to sales. But how do you know when a lead is sales-ready? Every organisation has their own definition of a sales-ready lead. Keeping this definition universal between marketing and sales departments is, however, a challenge.