Selling to on demand customers impacts marketing when traditional approaches underperform. This includes advertising, events, outbound email campaigns and even webinars.
Symptoms of outdated marketing strategies include:
- Low attraction levels
- Too few and poor quality “sales ready leads”
- No understanding of, or program for, thought leadership and relevant content
- Poor or no metrics to show correlation between marketing programs and valuable outcomes
Despite investment in web sites, web content is often stale, static and irrelevant to buyers. Symptoms include low site traffic, short time on web pages, and high bounce rates. These websites are like a billboard. Without marketing automation and well designed site content, they lack insight into specific site visitors or their areas of interest.
A serious, but less frequently discussed weakness for many marketing organizations, is the lack of a sales enablement strategy, skills and execution by marketing. In most organizations, sales people still carry most lead generation responsibilities, and even lack resources, tools and content to do this efficiently.
If these issues impair your performance, we’d like to speak with you. Please contact us. If you are ready to take your lead generation, content and sales enablement responsibilities to the next level, we may be able to help.