Category Archives: Strategy

SuccessFlow becomes certified Seventh Sense partner

By | Content Marketing, Digital Marketing, GDPR, Marketing, Sales, Social Marketing | No Comments

SuccessFlow Digital has become the first European Digital Agency to become a fully certified Marketo partner to Seventh Sense, a leading provider of email analytics and send time optimisation. 

We are now fully certified to support businesses using Marketo automation software to send marketing and sales emails with precision, thanks to our new partner Seventh Sense. Whether you’re sending to 1 or 1 million contacts, a Seventh Sense integration will deliver every email at the optimal time and frequency for each person, and that’s just the start of what this amazing technology can do.

Learn more here.

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Increasing Social Engagement with Employee Advocacy

By | Content Marketing, Digital Marketing, GDPR, Marketing, Sales, Social Marketing | No Comments

It is not a new concept but employee advocacy is making waves for marketers across the world. Ever since GDPR came into force at the end of May, companies have been looking for new ways to generate leads and the focus has been moved to social marketing. Companies are now involving their employees to increase their social engagement with the added advantage of keeping their employees engaged in the company and its values.

Here’s a short overview of the practice of employee advocacy and what it can do for your business.

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Creating a realistic, achievable and deliverable digital strategy

By | Digital Marketing, Strategy

Those four letters that, well, frankly everyone has heard enough of, but those nodding off at the back of the class bear with me here. As I’ve just eluded to, there has been plenty of ‘What is GDPR?’ and ‘Stop! Panic! GDPR is bad’, not to mention the Game of Thrones analogy of ‘GDPR is coming’. They key here though is that not a single one of those thinks about what this means and how we can see GDPR as a positive.

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GDPR: Embrace the change

By | Digital Marketing, GDPR, Strategy

Those four letters that, well, frankly everyone has heard enough of, but those nodding off at the back of the class bear with me here. As I’ve just eluded to, there has been plenty of ‘What is GDPR?’ and ‘Stop! Panic! GDPR is bad’, not to mention the Game of Thrones analogy of ‘GDPR is coming’. They key here though is that not a single one of those thinks about what this means and how we can see GDPR as a positive.

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Digital is here to stay—and now’s the time to embrace it.

By | Digital Marketing, Strategy

A digital roadmap is like having GPS for your digital strategy – only without the annoying voice. It is both a strategic document and a canvas that can help companies visualise the future. The digital roadmap provides an overview of a company’s vision, objectives and strategy, and forms the ‘schedule of work’ that supports the creation of customer experiences. It also acts as a checkpoint for stakeholders, allowing them to check the status of your current proposed digital strategy.

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The secret to quality customer acquisition and customer engagement

By | Digital Marketing, Strategy

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.

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Scale up your marketing and business with Marketo

By | Digital Marketing, Strategy

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.

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Welcome to the SuccessFlow team!

By | Digital Marketing, Strategy

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 hello@successflow.co.uk email. For now, please allow me to introduce the most recent additions to our team.

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Buying decisions in B2B make needing a digital strategy more important than ever

By | Digital Marketing, Strategy

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.

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Check out your new one-stop resource for digital marketing know-how

By | Content Marketing, Creative, CRM, Digital Marketing, Digital selling, Marketing, Marketing automation, RACE Planning, Social Marketing, Strategy, Technology

Do the words ‘digital marketing’ strike fear into your heart? They do for some marketers—but digital marketing is here to stay and there’s no avoiding it if you want your business to succeed. Luckily, we can help you get over this fear. It’s simple really. We’ve divided digital marketing into four distinct elements that you can tackle one at a time to create a rock solid digital marketing strategy for your business.

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Meeting the challenges of digital marketing

By | Digital Marketing, Marketing, Strategy

Digital marketing is here to stay. That much is a given. So why, then, do so many seasoned marketers find it a challenge or something they’d love to be able to put in a drawer and forget about? We know from our clients that a lot of you find digital marketing a daunting task, but the cost of not engaging with it is so high that no company can afford to risk being without a good strategy.

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52% of companies don’t have a digital strategy. Do you?

By | Digital Marketing, Marketing, Strategy

Here’s a statistic that I found quite shocking when I read it: according to CIO UK, just 48 percent of companies have some kind of ad-hoc strategy for digital. That means that more than half don’t. But in an age when digital marketing is gaining more importance than traditional, offline marketing, and when digital strategies can have a significant impact on customer experience and brand perceptions, this seems incredible.

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5 steps to creating a digital strategy

By | Digital Marketing, Marketing, Strategy

As the marketing world has grown increasingly complex, marketing strategies have become revenue-focused rather than activity-focused. Marketing can make a real impact on the bottom line and it’s more essential than ever for sales and marketing to be aligned. So how are you doing in this brave new marketing world? Do you have a digital strategy in place or are you floundering?

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A skeptic’s guide to social selling

By | Digital selling, Marketing, Sales, Social Marketing

Social selling is a sales revolution. If you thought being warm and fuzzy on social media was the preserve of the marketing bods, think again. The way people buy and consume, even B2B, has changed and that means the way we sell things has to change too. No one likes how a cold call makes them feel—building a relationship over time on social media is a far more effective way to convert someone into a long-term loyal customer. So how do you go about it?

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Turbocharge your digital strategy with RACE Planning

By | Content Marketing, Digital Marketing, Marketing, Strategy

What’s your take on digital marketing? If you’re still relatively new to it, you might feel a little overwhelmed by all its demands. It’s something of a moving target and it requires a complete transformation in the way you think about marketing. In a recent webinar, by Dr Dave Chaffey, approximately 59% of attendees were undertaking digital marketing without any sort of strategy at all, and less than a quarter had a fully integrated strategy.

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Employee advocacy—marketing’s new Holy Grail

By | Digital Marketing, Digital selling, Sales, Strategy

Consider this: 1,000 employee advocates can reach up to a million customers, which can drive up to 50,000 social engagements and create up to 5,000 unique pieces of content. That all adds up to a massive potential to get your brand and your products in front of a larger audience—so even if you’re not sure what employee advocacy is, the answer has to be ‘yes!’

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Create a Digital Marketing Strategy That Sells

By | Digital Marketing, Marketing, Strategy

According to a study by Smart Insights, 46% of brands don’t have a defined digital marketing strategy, while 16% do have a strategy but haven’t yet integrated it into their marketing activity.

Digital marketing is here to stay. If you’re one of the 46% without a defined digital marketing strategy, it’s time to get one. If you’ve already got one, it’s probably time to refresh it. Digital is an ever-changing landscape and it’s up to you to keep up

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Converting likes into leads – the power of B2B social marketing

By | Digital selling, Social Marketing | No Comments
The popularity of B2B social marketing is spreading like wildfire within the world of B2B marketing, and for good reason, as this previously underused platform is now reaping the rewards of high lead generation rates and improved brand awareness.

Social marketing should be a component of any B2B marketing campaign. But what is the best way to harness the power of B2B social marketing to provide measureable results? Let’s go through the basics now. Read More

Essential Do’s and Don’ts of lead management in CRM

By | Digital selling, Marketing automation, Sales | No Comments

Effective lead management is key for a number of reasons, from being more aligned with sales, to being able to market more effectively, to well defined segments. The five Do’s and Don’ts outlined below will give you a great pointer in the right direction to ensuring your marketing activity is not lost at that critical stage.

5 do’s

Use lead statuses It is critical that you have a set lead path and that lead statuses are mapped into your marketing process. Sit down and discuss what this looks like and build reports to view leads at each stage of the process. This allows you to monitor where the gaps in the process are.

Track lead source You need to measure your marketing ROI, so tracking the lead Tracksource enables you to do this. Once you can report on the source, you can reallocate the budget accordingly next year. Before you go lead source mad though, make sure the lead sources are well defined and kept to a maximum of around 10.

Use lead scoring Scoring leads means you can prioritise them based on their profile and their behaviour. This in turn means that sales are picking up on better qualified leads and not wasting their time sifting through CRM. Lead scoring needs careful thought though and needs to correctly profile your customers ­– definitely one to do with the sales team.

AutomateAutomated lead assignment Real-time is a buzzword right now, but in this case, it carries some weight. Automatically allocating leads based on specific criteria means they are followed up in a timely fashion and significantly increases your chances of a close. ‘If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them’ – www.insidesales.com

Make sure all users have a full understanding of the lead process Having a process is meaningless if not everyone knows it inside out. Documenting the process using lead statuses in particular means leads follow the correct path and are handed over to sales at the right time.

5 don’ts

Use standalone web to lead forms Gone are the days when form submissions are sent directly to email addresses or static databases. There is no visibility on this and it requires manual input into CRM. Use marketing automation forms if you have a platform and CRM forms if not. This allows you to capture important information and allocate out immediately.

Convert to sales too early Leads should be well qualified before sales pick them up as sales people are expensive and their time is not to be wasted. That said, do not wait a light-year or the opportunity will be missed.

Allow duplication of leads Data quality is paramount, particularly when leads are entering the database. Duplication means you may be marketing to the same person twice, which, as I’m sure you’ll vouch for, can get really annoying. Worse still if one person converts to sales twice – you’re going to lose the prospect if two people pick up the phone and dial!

Allow for decay of your lead data It takes a lot of time and effort to build your CRM database so don’t let it slide. It will do if you’re not careful – at around 30% a year! Need more stats, see Ringlead. Use the many tools out there to make sure people still work where you think they do.

Lose sight of leads if they don’t convert immediately Recycling leads back to marketing is a no-brainer. Use lead statuses in CRM to hand back to marketing and enter into a ‘remarket’ pot (using campaigns). Remember, just because someone isn’t interested right now, doesn’t mean they never will be – keep your proposition front of mind. With proper recycling “80% of ‘bad’ leads buy within 24 months”. www.siriusdecisions.com

Lead Nurture

What Next?

Ok, so I’ve provided you with the tips. Now what can you do with them? Well, I’m not going to lie, it will take a little time to get everything just right, but with the right tools and resources, all of the above is absolutely achievable. Sit down with your team (and don’t forget sales) and come up with a 3-month plan. HINT: An essential part of that plan is to adopt marketing automation and deploy a de-duping tool.

If you need a hand with your Lead Generation, why not give us a call and discuss your project with us?

Marketing automation, who for?

By | Marketing, Marketing automation, Sales | No Comments
A lot has changed in the past few years, as it will continue to do so when it comes to marketing technology. In the UK, a few people had heard of marketing automation, fewer had it, and even fewer knew how to use it and what it should be used for. Today, the early adopters have come and gone and the adoption of marketing automation is relatively widespread, although it’s far from being a mature market. Still though, it is important to consider that it’s not just global technology firms who are utilising a platform. Read More

Marketing Automation, why bother?

Marketing Automation; why bother?

By | Marketing, Marketing automation, Sales | No Comments
Well, let’s start off with this – businesses that use Marketing Automation to nurture prospects experience a 451% increase in qualified leads. In turn, nurtured leads make 47% larger purchases than non-nurtured leads (The Annuitas Group, Nov 2012). That not enough to whet your appetite? Tough crowd, but ok, we’ll move on. Companies that adopt Marketing Automation see 53% higher conversion rates (from initial touch to MQL) and 3.1% higher annual revenue rates than do non-adopters (Aberdeen Group, Jul 2012). Read More

How positive is your brand’s social CSR?

By | Content Marketing, Strategy, Webinar | No Comments
Corporate Social Responsibility or CSR is one of those buzz terms people like to throw around, but not really understand how it can be implemented strategically. According to Investopedia, ‘CSR’ is incurring short-term costs in order to promote positive social and environmental change. Now is the time to wake up to CSR and particularly the impact that social media has on the communication of such activities. Read More

10 tips for a successful webinar – part 1

By | Content Marketing, Strategy, Webinar | No Comments
If you’re reading this, you probably already have a great idea for webinar, congratulations! The hardest part is over.  You’re now probably filled with an overwhelming dread that your webinar will fail in every way possible.  Whether it’s taken you a few failed webinars to get here, or if this is your first time and you’re in pre-first-webinar panic mode, do not fear. We have 10 top tips to ensure your webinar will be a success. Read More

Sales Alignment: Put theory into practice

By | Digital selling, Marketing automation, Strategy | No Comments
“Sales alignment” began as an interesting concept. For its critics, that’s all it remains. Skeptics may say that a lot of the theory and frameworks for alignment are either a) academic, written for students with little real life application, or b) too idealistic, describing an evangelistic way of thinking. I have to say I largely disagree with this. The truth is, while a good theory often turns into a plan, less often does that good plan get fulfilled. This is because it takes a lot of time and effort to put theory into practice. Read More

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