The Royal Treatment
Today’s buying process is vastly different from the process just 20 years ago.
Buyers used to learn about your company and products through billboards and sales call while today, they are tuning out interruptive messaging and using Google to take the decision-making process into their own hands.
Not surprisingly, your audience is well-informed about your company and your competitors long before they even pick up the phone to talk to your sales team. The internet and social media sites have made this new dynamic a reality for years now. Still, not all businesses have adapted to accommodate this shift in power. In fact, only 48% of marketers feel highly proficient in digital marketing. Successful entrepreneurs have adjusted their marketing and sales mindset to work with this shift, instead of fighting against it. Here’s what those thriving entrepreneurs know, and you should, too.
- Data is a Marketer’s Best Friend
Marketing used to be thought of as arts and crafts but today’s top marketers must be analytical, make data-driven decisions, and provide measurable results. If your marketing team doesn’t have the insight to evaluate campaign ROI, they can’t possibly prioritize one over another, let alone tie campaigns to revenue. For example, marketers are quick to invest resources into social media but a whopping 83% of businesses don’t even bother to measure their ROI from their social efforts. Not knowing how your marketing impacts your bottom line will end up costing you time, money, and energy.
Equip your marketing team with a robust analytics platform that allows them to close the loop between marketing and sales activities. Being able to tie campaigns to actual customers closed and dollars earned will make your efforts more informed and your budget better spent.
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