Digital Marketing

[wpseo_breadcrumb]

Overview

Digital marketing is essential to the overall success of a business’s marketing and sales efforts. However, most organizations are leaving behind the most valuable pieces of data as they scoop up the sales that are driven to inbound channels. Is it possible that your organization could double their outbound sales by simply tweaking how your response data is collected and using it to guide your efforts? Massini Group has seen this be the case for some of the best marketing organizations that they work with. Yes, Massini Group can help structure your digital marketing efforts, but what differentiates us is how we help you use the data from efforts and accounts that do not convert to sales.

Strategically Targeted Efforts

Massini Group works with their clients to ensure that gaps in the digital strategies employed by marketing organizations and their competitors are identified and addressed through digital audits.

Enterprise sales organizations can often overlook localized search terms as they focus on large broad scope terms that are heavily competitive. The same can be said for how email and social media campaigns are run. Allowing your brand to shine locally may require more effort from a messaging perspective, but these niche’ terms and markets, when identified, can produce outsized gains for your program in less competitive corners of the market. Massini Group prides itself in making sure that light is shed on all corners and opportunities in your market universe.

Structured Response Collection

Often Massini Group sees large digital marketing budgets spent, whether in PPC efforts, social media campaigns or email marketing that are launched to market and reporting is based on what comes back in the form of closed business.

Building your brand effectively requires;

Market Visability

Being aware of the size, structure, and current buying status of all potential customers in your market is essential to making sure you are correctly allocating your resources. For example, if you are not price competitive in a particular market, but hold strategic advantages in another market, you may want to reallocate your marketing resources accordingly; you do not want to abandon markets completely. Understanding leading indicator metrics and maintaining a scientifically structured market presence can allow you to quickly identify when it may be time to adjust marketing resource allocation.

Consistent Messaging

This doesn’t mean simply plastering your targets with the same messages repeatedly. Rather, this means setting up rules in your centralized database that allows your messaging to be dynamic based on any interaction that your organization has had with a client. Think about consistency from the perspective of your prospects. Are you advancing the conversation or are you simply repeatedly asking them the same question? If they don’t respond to a certain type of message, record that interaction and adapt your messaging as you move forward. Just as you would communicate with another individual by gauging their response or lack thereof, allow yourself to build a digital response profile and drive a dialogue.

Trigger Based Responsiveness

With over 20 years of research, Massini Group has found that progressive interest can justify more intensive sales channels. This allows you to only increase cost of acquisition when you have indications that it is justified; for example, if a target replied to a web advertisement with a positive response or opened an email, this could trigger inclusion in different types of campaigns that move dialogue forward. This could be including records in new email campaigns, inclusion in telemarketing campaigns or even dispatching field sales based on the predicted value of the opportunity.

Consolidated Sales Intelligence

This idea bears repeating; capturing all data, positive, negative, or indeterminate, in a central database that receives feeds from all channels can transform your business from a productivity and cost perspective. Introducing and utilizing this type of data framework consistently drives large increases in sales volume as well as drastically reduces cost of acquisition. Email, social and other digital campaign inclusion and response is among the most important of all data collected.

Market Self Awareness

Allowing your business to attain some level of social intelligence is essential to converting new business, especially in the B2B sales space. How often have you heard that an enterprise really cares about small business, but then incessantly pounds away with spam email, phone calls and mailers with no regard to the small businesses time or response pattern? Establishing rules in your digital marketing effort, based on input you receive from individual buyers, as opposed to corporate campaign creation, allow you to pick up conversations from where they were left off. You need to suit the conversation to the consumer. Let Massini Group help you structure your effort to increase self-awareness.

Real Time Delivery to Sales Channels

Measuring click through rates and conversion rates is vitally important to quantifying the success of your digital efforts. But what about those that click through, but do not convert? Are you able to capture any information about them individually? Collectively? Massini Group has experience in building API’s that can move leads from digital campaigns into outbound telemarketing or field sales campaigns.

Maximize Sales – Companies that have expressed some form of warm interest convert between 10 and 40 times the conversion rate of regular cold prospects. This is the type of lead qualification that sales teams dream about.

Manage COA – Managing where to place the efforts of your best sales resources is critically important to success. The account profiles that are built using data including the digital marketing response and campaign information, ensure that the most lucrative and time sensitive accounts are placed in front of the correct sales resources. Dispatching field sales to the right location at the right time can have a large impact on cost in $ and time.