The basic underpinnings of your digital marketing are sound, but that’s not to say you can keep doing what you’re doing and expect similar or better results in future. They say “timeliness is next to godliness” and this is arguably the single biggest area that demands your immediate attention.
Mapping your activity more closely to the customer journey is important so that campaigns can be automated and triggered by prospects in real-time (not your time). This level of marketing maturity demands investment in marketing cloud technologies that can give you a single view of the customer and prove the value of your spend using revenue performance metrics.
To find out which aspects of your digital marketing are fully-evolved or still developing, check out your detailed scorecard 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.