By Robert Pease, CMO Practice Lead for Heinz Marketing
As we roll into the 4th quarter of 2014, the days get shorter, the leaves are changing colors, and it is time to take inventory on how you can improve your marketing efforts in 2015.
We believe a continual assessment of marketing objectives and outcomes defines a high performance business and have developed a frame of reference for any company to use to analyze current performance, identify areas of improvement, and build out a roadmap to success.
We’ll be going into detail on the 8 Keys to Marketing Greatness in 2015 webinar on November 6 and will be discussing each of the 8 here on the blog as we approach the event.
The first topic we’ll examine is Demand Generation and the elements that make for best in class customer acquisition machine.
How you find, engage, and convert prospects is a core marketing activity in any organization. Regardless of your business, you need to think through elements of both inbound marketing and outbound marketing tactics. When deployed together and targeted at the right audience you will see results in your sales funnel.
The key is to understand what the buyer’s journey looks like and how you can best enable it. Where do your target prospects get information, how do they like research products or services, do you have the right mix of content that anticipates the questions that come up in the sales process?
Knowing in detail who you are trying to reach and the dynamics of how they purchase is essential. Is the “user buyer” the same as the “economic buyer?” Does one person make a decision or many? Answers to these questions guide the strategy and tactics around the campaigns used at the top, middle, and bottom of the sales funnel.
Once in place, do you have good measurements in place to understand conversion rates, sales-accepted leads, what contributes to forecast sales opportunities and what actually contributes to revenue?
Focus your demand generation activities on your target persona, use a blend of inbound and outbound tactics to reach them, and measure each step of the way and you’ll be on your way to marketing greatness in 2015.