Like most marketers you probably enjoy the creative aspects of producing marketing collateral. The challenge however is that in the digital age marketing material can’t just look good and grab people’s attention. It actually has to generate measurable leads. If you can’t definitively say how much pipeline each piece of collateral has produced you are not doing your job.
We have three main areas of expertise that overlap to enable you to give your marketing a digital transformation
When we do a marketing automation audit for our clients, we find that they are generally getting 20% of the return they should be from what is, let’s face it, an expensive marketing tool. We fix this by either:
1. Setting up your Marketing Automation Platform (MAP) and CRM properly and teaching your team how to use them effectively
2. Or running end to end inbound campaigns either on your existing platform or on one of ours. This is called Inbound Marketing as a Service or iMaaS for short.
Content and Creative
You are doubtless aware that currently in the enterprise tech sector 60% of the buying process is completed before a prospect interacts with a sales person. So creating content that grabs prospects’ attention, and propels them along the buyer’s journey is crucial to driving pipeline. The best way to maximise the value of content is first to analyse where prospects are getting stuck in the buyer’s journey. Then create content specifically designed to deliver value to the buyer and push them onto the next stage of the sales cycle.
Account Based Marketing
At Martrain we break ABM into two categories:
- Research and Insight: to uncover DMU’s, Business Challenges, IT Landscape, Strategic Imperatives and short-term engagement opportunities.
- Sustained Engagement: leveraging the account insight into long-term campaigns using tailored collateral and marketing automation.
We enable you to maximise the value from your key accounts with sustained, relevant messaging.