Marketing Maturity Profile

The Digital Explorer

Your results.

Your digital marketing journey has – so far – taken the long or slow road. Maybe your organization isn’t as committed as you are, but with the right investment in the right areas you could rapidly improve your brand’s customer intimacy.Currently, your marketing function is too reliant on offline channels which could be restricting the effectiveness, measureability and ROI of your campaigns.

Your business appears to lack basic marketing technologies that you can help you target messages more effectively. Given that 70% of the buyer journey is now completed online, your ability to intercept prospects is directly related to the maturity of your digital marketing. Modern marketing best and “next” practices indicate the need to adapt your approaches. Before you do, check out your specific strengths and weaknesses below.

Reach & Attract

The effectiveness of your lead generation activity is hampered by insufficient data segmentation, a deep reliance on non-digital channels and an outmoded approach to content marketing. A greater focus on inbound media will help you address these shortcomings and cost-effectively scale up the visibility of your brand online and offline.

Engage & Inspire

Your web architecture and approach to content generation is inhibiting your ability to form deep levels of engagement with your prospects. As such, you are probably experiencing low levels of web visits, content downloads and leads that can be directly attributed to marketing. It’s important for you to begin mapping content to your prospects’ business issues and not your product portfolio or organizational structure. The architecture of your web platforms should mirror this approach – resulting in a better user experience with higher levels of engagement.

Nurture & Convert

With the majority of the buyer journey now taking place online, rather than face-to-face, there’s little doubt digital marketing should be playing a greater role in your lead nurturing. Unfortunately, your current approach relies too heavily on manual intervention and basic communication triggers. To improve the effectiveness of your campaigns and sales conversion rates, it would be prudent to invest in campaign automation technology to power your inbound and outbound activity.

Analyse & Optimise

You score highly as a result of your commitment to best-of-breed marketing cloud solutions and investment in specialists to commandeer them. This shows that you have a customer-centric culture and a marketing function that is highly accountable to the business – in the form of hard, commercial metrics.

Are you ready to upgrade your marketing machine?

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