Ask any Enterprise Marketer, and they will tell you that they are busier than ever. If you peel back a few layers, you will find that a good chunk of the marketer’s time today is still spent on tasks that can and should be
automated. A key issue that Chuck Schaeffer of Customer.TV and CRMSearch and Marketo CEO Phil Fernandez discuss in this video is the significant fragmentation of platforms and tools for marketers. The marketer’s world today is quite unlike the world of back-office staff (SAP) or sales (Salesforce).
As a result, it is super-critical for marketers to consider platforms and tools that address broad problem areas in a comprehensive way. They will want to replace “point tools” and “point solutions”. That way, there is less for marketers to learn, as they go about their business. Any platforms or tools they will want to add need to “play nice” with the ones they already have in-house. Out-of-the-box integration with existing systems is critical.
Here are 3 key challenges that marketers face today, and some areas where we are bringing innovative solutions to address those challenges:
Generate more top-of-funnel leads. Yes, marketers want more leads, of higher quality. Banners ads and text ads have been around for sometime. The new opportunities here are around expanding lead capture well beyond a Company’s own website landing pages to significantly grow lead conversions. Your prospects are everywhere, and it’s harder than ever to catch their attention. So why not convert them right where they are, from unknown visitors to known prospects? Have you seen Kwanzoo’s in-banner lead forms? Capture just enough information to start engaging with them. Then gather more insights over subsequent interactions. Plan on short forms with 3 to 5 fields of data, and augment the rest with a data service that ties into the lead capture process, or separately cleans and augments data, inside your lead management system.
Increase prospect response rates. So you have a large database of prospects. But are they paying attention? Why are your email click rates flat? Yes, you need to offer interesting and relevant content. But beyond that, are there new tactics or approaches you could use to drive response rates way up? And as you catch a prospect’s attention, can you gather insights, while simultaneously delivering something of value to your prospects? We have focused on this specific problem, and give you new ways to increase response rates, with rich media polls inside emails, as display ads and across the web, that integrate with marketing automation.
Deliver one-to-one relevance to the individual buyer. Relevance in advertising is a well-known concept in the B2C world. There are many advanced ad targeting tactics available for reaching end consumers. The new opportunity here is similar targeting for B2B companies. By applying intelligent targeting, based on prospect data inside your marketing automation and CRM systems, you can now personalize marketing messages, content offers and call-to-actions, using rich media and dynamic banners that are served out to B2B prospects everywhere, across the web!
Finally, as you look at new tools, think about what it means for you to be able to run campaigns quickly and easily across all your online channels (email, web, social, display, re-targeting, mobile). Does the platform or tool address this critical need? The savings in time and cost can be significant. We get it, that life is way too busy for marketers today! Let us help make it just a bit easier for you. Have questions? Contact Us.
